The Impact of Q&A on Conversion
When a consumer interacts with Q&A on a product page, it boosts their confidence – and their likelihood of making a purchase. PowerReviews analyzed 1.5 million online product pages from 1,200 brand and retail sites and found that there’s a 177.2% lift in conversion among visitors who interact with Q&A. In fact, Q&A is the most powerful form of UGC on conversion!
If you’re not displaying Q&A on your product pages, you’re leaving money on the table.
How a Lack of Q&A Negatively Impacts Trust
The presence of Q&A positively impacts conversion. On the flip side, a lack of Q&A can have negative consequences.
Nearly a quarter (24%) of consumers say that if there’s no Q&A section on a product page, it makes them more suspicious about the quality of the product or the brand they’re considering.
Gen Z shoppers are the group most likely to be suspicious of a lack of Q&A content.
In addition, men (30%) are more likely to be suspicious of products with no Q&A than women (23%).
How a Lack of Q&A Negatively Impacts Purchase Likelihood
If a consumer navigates to a product page and it has no Q&A, it can negatively impact their likelihood of making a purchase. Overall, nearly a quarter (23%) of consumers indicate that a lack of Q&A makes them less likely to purchase a product.
Again, Gen Z’ers are the group most likely to be deterred by a lack of Q&A.
Men (29%) are more likely to steer clear of products without Q&A than women (22%)
Section Summary: Brands and Retailers Can’t Afford to Forgo Q&A
Q&A is proven to significantly impact conversion. In fact, it’s the type of user-generated content that has the largest impact on conversion.
On the other hand, a lack of Q&A is enough to raise red flags for a significant portion of shoppers – especially younger ones.
Be sure to incorporate a Q&A section into all of your product pages. It’s a powerful way to boost perception of your brand and products and drive conversion.
