Forum Moderators: buckworks
We implemented a "customer questions" module that would appear on every product page. There was a prominent text box where customers could ask a question about the product. And all of the questions/our answers would appear below.
Quickly, some products would accumulate tons of questions (50+). Some would be duplicates, poorly worded, etc.
We noticed the conversion rate went down significantly.
We moved all the questions/answers to their own page, and the conversion rate went back up. We kept the text box on the product page, and put a link to "view all xx questions about this product"
Just be careful that your commenting module doesn't clutter the page and distract potential buyers.