Social Commerce Webinar: North Shore Commercial Door Talks Success and User Engagement with Social Q&A
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North Shore Commercial Door implemented a social Q&A solution from TurnTo to address challenges around user engagement, call center volume, and content control. The social Q&A platform allowed product questions from customers to be answered by other customers or staff. It generated valuable user-generated content for product pages and increased engagement and conversions. The results included 88% of questions receiving at least one social answer and an average engagement rate of 6% with new user-generated content generated for every 100 items purchased. Readers and askers converted at three times the baseline rate.
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Social Commerce Webinar: North Shore Commercial Door Talks Success and User Engagement with Social Q&A
- 1. North Shore Commercial Door Talks Success and User Engagement with Social Q&A Wednesday, May 22, 2013
- 2. Agenda • Introduction • The Challenges • The Solution – Social Q&A • The Results
- 3. Introduction Matt O’Donnell President, North Shore Commercial Door Cathie O’Callaghan Director of Marketing, TurnTo
- 4. The Challenges • Make the site as user-friendly as possibly • Reduce call-center volume • Control content
- 6. A perfect match for the store
- 7. Radio buttons ensure the questions go out to the right people for an answer, i.e. staff or past customers Ability to control the process All questions go out to past customers
- 8. Ability to control the content Question Submitted Hide filter? Post- only filter? Post and send Hidden Posted on product Page only OK OK Manual review Sent to past customers and posted on product page Social answers Staff answers No social answers TurnTo Moderation Flow:
- 9. Displays valuable product information
- 10. AND genuine positive sentiment
- 11. Indexable content, directly on the page
- 12. The Results • 88% of questions get at least 1 social answer • Average engagement rate of 6% • 56 new pieces of UGC for every 100 items purchased • Readers and Askers convert at 3x baseline
Editor's Notes
- Matt and Cathie talk about themselves and their companies
- Ask him about his past and why he decided to go online in the first place. Then jump into the ‘user-friendliness’ part of his store – the call center and the reason behind needing to control content.I don’t think you need to spend too much time on this slide.
- Here is what the TT tool looks like on a product page.
- Cathie: We have a filtering tool for the questions themselves where shoppers specify “is this question about the product?” or “is this question about shipping, price, etc” this way NSCD staff is given the questions that only they can answer, and past customers are only given questions that they can answer.Our developers have also spent a lot of time perfecting the backend process of the Q&A so that our customers like Matt don’t have to! For example, we utilize advanced filters. In Matt’s case, this might be hiding any Q&A with the words “blank, blank and blank” in it. That way, Matt and his team can go into the system to manually decide whether or not those questions/answers are displayed.
- This is what the Q&A dialog looks like in the overlay, displaying tons of valuable product information. We know it’s valuable, because our customers are asking for it!
- Unprompted positive sentiment “yes – works perfectly!”What about reviews?Cathie: Quite a few of our customers actually have reviews, as well as our Q&A. Some of them find the Q&A replaces the need for the reviews, and others find that it’s something entirely different and that they benefit from having both tools. It really just depends on your business philosophy and the types of products you sell.
- All of the Q&A dialog can be put directly on the product page, making it indexable for search engines.
- Matt: You know, we’re really happy with the results we’re seeing. We love the conversations we see on our product pages, and the interactivity they provide for our shoppers. We don’t look at the backend data too much, so I’ll let Cathie speak to these numbers for us.Cathie: At TurnTo, our customer support team is constantly monitoring our customer’s data to ensure that everything is running smoothly and meets our benchmark numbers. To that effect, here’s what we’ve been seeing with North Shore Commercial Door: <read stats now>. We touch on a lot of these numbers in our infographic (that you can see on our website) and NSCD is actually performing better than average on several of these data points. Their UGC per 100 items is really high, which must be helping their SEO strategy since Google loves fresh, new content. Additionally, their shoppers and customers and really liking the Q&A, we know this because they have a well above average engagement rate.