use an online community to increase conversion rates Customers often have a number of questions they need answered before they make a purchase, especially a significant purchase such as a house, a car, or even a suit. Most sales people are well aware of this and have answers to most commonly asked questions. Research suggests, […]

use an online community to increase conversion rates Customers often have a number of questions they need answered before they make a purchase, especially a significant purchase such as a house, a car, or even a suit. Most sales people are well aware of this and have answers to most commonly asked questions. Research suggests, however, that many customers have questions they are reluctant to ask a sales person or, indeed, any representative of the business. This can be especially so, where asking the question may indicate an ignorance the potential customer would rather not reveal, where the question is of a sensitive nature, where the response of the salesperson might not be readily believed, or where the potential customer is not quite sure how to ask the question. An online community helps to overcome such problems, enabling potential customers to access authentic content (content published by past customers) and…