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Why Consumers Read Q&A

Online shoppers often have questions that stand in the way of a purchase decision. Many turn to Q&A to see what questions have already been asked by other shoppers and answered by product experts.

In fact, 99% of consumers read Q&A at least occasionally, a topic we explore in more detail here.

But why do consumers choose to read Q&A content? Let’s take a closer look.

Key Reasons Consumers Read Q&A Content

There are many reasons why shoppers read Q&A on product pages, but a couple rise to the top. Nearly eight in 10 (79%) read this content to understand product performance. 69% do so to understand if a product will fit their unique needs.

Top Reasons Consumers 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:
56%
It’s more authentic and “real” than standard brand-created information:
49%

Information Consumers Seek When Reading Q&A

Of course, online shoppers read product descriptions to learn more about the ins and outs of a product. Many read Q&A to get even more product information.

What topics do consumers want information about when reading Q&A? Product quality (84%) and product experience (75%) top the list.

Top Topics Consumers Look for in Q&A
*Respondents could select all that apply.
Product quality:
84%
Product experience:
75%
Overall service/experience when buying the product:
64%
Product warranty:
30%
Shipping:
26%

Section Summary: Consumers Read Q&A to Make Better Purchase Decisions

Q&A provides shoppers with another layer of insight about the products they’re considering. These insights help them find the products that are the best fit for their needs.

Consumers seek many different types of information when reading Q&A content. Be sure to incorporate features into your Q&A display – including a Q&A search bar – that make it as easy as possible for shoppers to find the content that’s relevant to their needs and interests.

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