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Deep Dive

How Women Engage with Q&A

Today, female shoppers depend on Q&A to make informed purchase decisions. Here, we explore how often women engage with Q&A, why they value this content, and how the presence (or absence) of this content impacts trust and purchase behavior, based on survey responses from 14,027 women in the United States.

How Often Women Read Q&A

Women are no strangers to Q&A. Most read this content in addition to ratings and reviews.

Women Read Q&A Frequently
Always
31%
Regularly
42%
Sometimes
22%
Occasionally
4%
Never
1%
Of women read Q&A in addition to ratings and reviews.
0 %

Why Women Value Q&A

We know most women read Q&A. Here’s a snapshot of the key reasons why they do so.

Top Reasons Women Read Q&A
*Respondents could select all that apply.
To better understand how the product performs:
79%
To see if the product fits your own personal need:
69%
It’s more specific than a typical customer product review:
55%
It’s more authentic and “real” than standard brand-created information:
49%
Top 3 Topics Women Want to Learn about When Reading Q&A
*Respondents could select all that apply.
1. Product quality:
84%
2. Product experience:
75%
3. Overall service/experience when buying the product:
64%

How Often Women Ask and Answer Questions Through Q&A

We know most women read existing Q&A. A large portion also submit their own questions and answer questions posed by other shoppers.

Of women have submitted questions via the Q&A section of product pages.
0 %
Expect a response within four hours.
0 %
Have left an answer in the Q&A portion of product pages.
0 %

How a Lack of Q&A Impacts Purchase Behavior Among Women

There’s a significant lift in conversion among shoppers who engage with Q&A on product pages. On the flip side, a lack of Q&A can negatively impact trust and purchase likelihood among women.

Of women are more suspicious about the quality of a product/brand if there is no Q&A section on the product page.
0 %
Are less likely to buy a product if there’s no Q&A section on the product page.
0 %

Women’s Perceptions of Different Q&A Answer Sources

When a shopper submits a question via Q&A, it may be answered by a number of different answer sources. Women pay attention to who is answering, and there’s one source that’s more trusted more than all the rest: verified buyers.

Of women pay attention to the small print detailing who provided an answer via Q&A
0 %
Answer Sources Most Valued by Women
*Respondents could select all that apply.
Verified buyers who already bought the product:
92%
The brand or retailer that is selling the product:
50%
Other consumers (not verified as having bought the product):
21%

This research is taken from the How Q&A Boosts Shoppers’ Confidence and Conversion Rates report, a survey completed by 15,870 US consumers during December 2023. 

Check out the survey hub for further insights.

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