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TurnTo Moves the Social Q&A Needle

Posted on 10.13.2013

TurnTo has the questions. Needle has the answers.

In a partnership made in user-generated content heaven, Needle, a provider of advocate-powered chat, and TurnTo, a provider of social Q&A, announced a partnership that will enable Needle’s “fan-sourced” experts to answer shopping questions on stores and brands using TurnTo’s social Q&A platform.

For the unfamiliar, TurnTo enables shoppers to ask questions of customers who actually bought the items they are considering. Questions are emailed to purchasers and answers are emailed back and then displayed on product pages for others to see as well. Needle, on the other hand, recruits brands' stronges advocates and puts them to work answering questions, making recommendations or guiding them toward purchases in other ways.

With this new partnership, answers from Needle’s certified advocates will complement those from past purchasers generated by TurnTo’s community answer engines, as well as from customer-service types. This combination leads to faster – and possibly more knowledgeable – answers.

A two-month trial of the partnership at the online dive shop LeisurePro.com proved the concept, according to a joint Needle-TurnTo statement. By utilizing Needle’s experts, LeisurePro increased the total volume of answers to questions asked through TurnTo by 31 percent. For 47 percent of questions, the Needle expert provided the first answer. Overall, the addition of Needle increased the answered-within-24-hour rate from 58 to 83 percent.

“Needle has the unique capability to source and certify experts on every subject,” said George Eberstadt, TurnTo CEO. “By plugging this resource into Q&A, stores can deliver even more, fast answers, which are great for conversion lift and also great for SEO.”

Needle Founder and CEO Morgan Lynch states that the results of inserting advocates at this touchpoint are richer product pages, better customer experience and content creation that will significantly help e-commerce marketers with their acquisition efforts.

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