April 5, 2010, 12:00 AM

A question-and-answer tool lifts conversions for Sierra Trading Post

Sierra Trading Post added a feature that allows customers to post questions to its web site. Since launching five months ago, the company has seen a sharp increase in e-mail click-throughs and site conversions for customers who ask questions.

Zak Stambor

Managing Editor

Five months ago, outdoor gear and apparel retailer Sierra Trading Post launched AnswerBox, a tool from PowerReviews Inc. that enables customers to post questions on its web site that are then answered by Sierra Trading Post employees and other shoppers.

Customers can post questions on product pages by clicking on the Q&A; tab below the product picture and description. If a shopper leaves his e-mail address the retailer notifies him when his question is answered.

Since launching the feature, Sierra Trading Post, No. 73 in the Internet Retailer Top 500 Guide, says click-throughs have increased 300% over the company’s other e-mail campaigns for shoppers who posted a questions and received an e-mail notifying them of their question’s response. And, conversions for those shoppers are 50% higher than shoppers who receive other marketing e-mails. The privately held company did not release specific sales figures.

The retailer has received about 6,500 questions since the launch of the tool, says Sarah Glatfelder, the company’s AnswerBox specialist. Glatfelder, other employees and shoppers have provided approximately 7,200 answers to those questions, with some questions attracting multiple responses.

The tool not only drives sales, but gives the retailer an idea about what types of information to give shoppers or where consumers need more product details, she says. Most questions involve apparel sizes, particularly for more specialized gear such as wetsuits.

The tool also adds to the appeal of SierraTradingPost.com, she says. “We want to build a more personal community so people don’t feel like they came here just to shop.”

Comments

Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!

Advertisement

Advertisement

Advertisement

Relevant Commentary

FPO

Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...

FPO

Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

Coming in April is a new section of Quill.com that will let customers and Quill ...

Advertisement