TurnTo Introduces the Third Generation of Checkout Comments

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Advanced Features Deliver More Micro-Reviews, Make Them More Valuable to Shoppers and Marketers

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The comments customers make at the height of their interest in a product are pure gold, and the insights we get from this content type have become indispensable to our marketing and merchandising teams.

TurnTo Networks today announced the general availability of the third generation of its breakthrough Checkout Comments application for collecting fast customer feedback for online retailers. Invented by TurnTo four years ago and in use on hundreds of online store sites, the Checkout Comments application asks the buyer “Why did you choose this” right at the moment of purchase—on the order confirmation page. With none of the delay in content collection that traditional product reviews face, Checkout Comments are ideal for bringing the voice of the customer into the shopper journey on new items, and the application is especially powerful for fast-turn catalogs. Further, with a point-of-view focused on purchase motivation rather than product evaluation, Checkout Comments provides unique insight that’s of great value to merchandising and marketing teams.

The third generation of TurnTo’s solution provides multiple features not found elsewhere, including flexible, attractive widgets for featuring this content on product pages, category pages, and pinboard-style landing pages; utilities for easy content collection and display on mobile devices; feeds and APIs for showing comment counts throughout the site navigation to signal item popularity; and a configurable tagging model to add structure to this content for advanced analytics.

“Checkout Comments have been of great value to our business,” says Kevin Ertell, SVP of Digital at Sur La Table. “They solve the problem of slow review build-up on items that are new to our catalog, and the large volumes we get provide a signal to shoppers of the popularity of all the items we sell. The pinboard, which we call Cart Talk, provides a great product discovery experience and is the single highest-converting link off our home page. The comments customers make at the height of their interest in a product are pure gold, and the insights we get from this content type have become indispensable to our marketing and merchandising teams.”

George Eberstadt, CEO of TurnTo observes, “Checkout Comments is one more example of TurnTo’s innovation leadership in the customer content space, along with our invention of community answering for shopper Q&A, the visual-first model for collecting photos and videos, instant answers with knowledge base integration, and now our open review syndication offering. With the broadest vision for the role of customer content in the shopper journey, we’re better able to provide retailers and brands with advanced tools that deliver competitive advantage.”

Retailers and brands interested in learning more can meet with TurnTo at the eTail East conference in Boston this week in booth #415, or can arrange a briefing by visiting turntonetworks.com or emailing sales(at)turnto(dot)com.

About TurnTo Networks

TurnTo is the fastest-growing provider of customer content solutions to top merchants and brands. With a unique suite of 4 innovative products that work beautifully together - Ratings & Reviews, Community Q&A, Visual Reviews, and Checkout Comments - TurnTo produces more content of more different types, delivering greater conversion lift, better SEO, and deeper merchandising insights. That’s why eCommerce leaders like Saks Fifth Avenue, Newegg, Sur La Table, and GNC, and brands like Cole Haan, Jockey, and Clarins rely on TurnTo for their customer-voice programs.

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Daryl Lang
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