How Q&A Boosts Shoppers’ Confidence and Conversion Rates

When an online shopper can’t see and experience a product in person, they’re likely to have questions. If the shopper can’t get a quick answer, they’re unlikely to convert.

Increasingly, brands and retailers recognize the conversion-boosting power of providing timely, accurate answers to their shoppers. In fact, many brands and retailers are adding a questions and answers (Q&A) section to their product pages to allow shoppers to read existing questions, pose their own, and answer questions from other consumers.

But how are shoppers engaging with this content, and how is it impacting their behavior?

Recently, we surveyed nearly 16,000 consumers in the US to understand how they interact with Q&A, why they value this content, and how it influences their purchase behavior. In this report, we share our top takeaways from this research. Brands and retailers can leverage these fresh insights to understand how to leverage Q&A software to boost shoppers’ confidence – and their likelihood of making a purchase.

The How Q&A Boosts Shoppers’ Confidence and Conversion Rates report is based on a survey completed by 15,870 consumers in the US during the month of December 2023. Here’s a closer look at respondent demographics.