Questions and answers on websites have a positive effect on purchasing behavior
Bazaarvoice’s Shopper Experience Index shows that mobile traffic to brand and retailer websites continues to grow. In addition, Q&A sections on websites have a positive impact on customer purchasing behavior. They lead to a 114 percent higher conversion rate and a 120 percent increase in revenue per visitor.
57 percent of page views across the entire Bazaarvoice network were via mobile devices. This continues the upward trend of recent years. The conversion rate for mobile users interacting with user-generated content is 136 percent. However, the interaction rate for desktop users is 116% higher than for mobile users. This is where brands and retailers can start to create a mobile shopping experience that encourages purchases.
When customers interact with questions and answers on leading websites, the conversion rate increases by 114 percent and the revenue per visitor by 120 percent. The exchange signals to shoppers that their voice is heard and respected. This creates a bond that pays off. 91 percent of German brands and retailers that offer questions and answers on their product pages emphasize that they see this as a decisive factor for the company's success. 45 percent want to make the establishment of Q&As a priority in the future. However, 50 percent of those surveyed also stated that they lack employees for this.
One possible solution here is a partnership between brands and retailers: brands are perceived as authorities for their products, receive more questions and answer them 67% more often than retailers, who only answer 23% of questions. Through cooperation between brands and retailers, both sides can experience benefits such as greater trust, stronger customer loyalty and increased conversions.
44% of consumers surveyed say they are frustrated when websites do not deliver relevant personalized experiences. In addition, 38 percent do not return to an online retailer's website if it recommends products that are of no interest to them.
In order to create an individual customer experience that has a positive impact on purchasing behaviour, brands and retailers must provide their customers with data-driven, personalized experiences in the future. 81% of Bazaarvoice customers want to prioritize the personalization of offers and recommendations on their product pages in the coming year.
"The retail landscape has continued to change over the past year as modern consumers seek unique shopping experiences, new channels and a higher level of authenticity and interaction. Brands and retailers that recognize these changing preferences and offer informative and interactive online and offline experiences can retain existing customers and attract new ones," comments Tobias Stelzer, Head of Sales Dach & Benelux at Bazaarvoice, on the results.
This year's Shopper Experience Index by Bazaarvoice provides an overview of how consumers interact with brands and retailers today and what companies can do to be prepared for the changes brought about by digitalization. The report surveyed more than 2000 consumers in the UK, US, France and Germany. The findings are also based on insights and strategies from 500 Bazaarvoice clients worldwide and consumer shopping behavior on over 6000 brand and retail websites in the Bazaarvoice network.
