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TurnTo Helps Brands and Sellers Collect Product Reviews

TurnTo introduced a new feature that helps online sellers and brands collect product ratings and reviews, which helps not only with conversion, but with SEO as well. By presenting review forms within an email, the number of reviews collected increases. The press release follows:

TurnTo Networks, the fastest-growing provider of customer-generated content solutions, unveiled Inbox Submission, a streamlined way to capture “the voice of the customer.” The technology enables merchants and brands to increase collection of user generated content (UGC) such as product ratings and reviews as much as 200 percent overall, even more on mobile devices, by eliminating friction in the submission process.

“Ratings and reviews are a critical part of our eCommerce business,” said Anna Cole, Director of eCommerce Operations, User Experience and Merchandising at Carhartt, America’s premium workwear brand since 1889. “From one day to the next, Inbox Submission tripled the number of reviews we were collecting, and that was starting from a baseline we were already happy with. These are the type of gains that drive sales, and it’s also the kind of breakthrough innovation we’ve come to expect from TurnTo.”

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Most product ratings and reviews are submitted by customers in response to an email request sent by a merchant, so a high response rate is critical to the success of the program. By presenting the review form within an email, rather than requiring a user click through to launch a web page, Inbox Submission removes friction from the collection process. This additional ease greatly increases the completion rate, particularly on mobile devices.

About two-thirds of all recipients today are opening ratings and reviews requests with an email client that works with Inbox Submission. With that factored in, TurnTo customers are experiencing an overall collection increase of 50-200 percent with Inbox Submission, even more when a recipient is using a mobile device. For the remaining email clients that don’t allow embedded forms, TurnTo’s technology seamlessly presents a standard review request email instead.

Inbox Submission not only results in greater response, it can dramatically improve average star ratings. When there are barriers to review submission, the shoppers determined to overcome them are disproportionately the unhappy ones. Satisfied customers are more likely to simply abandon the process if it becomes tedious.

In a case study involving cooking retailer Sur La Table, streamlining collection flow not only tripled review volume, it increased average star ratings across the full product line from 4.1 to 4.5 – a massive uptick. Since these ratings appear alongside products on Google and other search engines, such an improvement increases traffic to the site and raises conversion rates.

“The value that stores and brands get from their product reviews program is directly related to the number of reviews they collect,” said George Eberstadt, CEO of TurnTo. “Double the number of reviews you collect and you nearly double the conversion lift, SEO benefit and insight value. While Inbox Submission is just one piece of a complete customer content solution, it multiplies the value of all the other pieces. We are proud to once again introduce such an important advancement to the market.”

TurnTo’s field-proven UGC platform enjoys the industry’s highest customer satisfaction. The suite is comprised of four advanced products that help retailers increase customer engagement, including: Ratings and Reviews, Community Q&A, Visual Reviews and Checkout Comments. Its broad range of applications and features handle the hardest customer content challenges for every type of eCommerce business, also effectively addressing the expectations of today’s shoppers. TurnTo delivers more content with less work, ensuring maximum authenticity, conversion lift, search engine optimization (SEO) and merchandising insights.

Inbox Submission is available immediately. The solution works with TurnTo’s built-in email delivery service or any of its many third-party email service provider partners, including: Bronto, MailJet, SailThru, ExactTarget, Responsys, Pardot, SendGrid and Emarsys. Integration is easy for businesses already using TurnTo and is built into the deployment process for those newly implementing its technology. Pricing is available on request.

Source: TurnTo Press Release

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Ina Steiner

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. Send news tips to ina@ecommercebytes.com.


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