Why do people shop online? Mostly for convenience. But the novelty of being able to buy anything and everything from the comfort of their own homes has long worn off for many consumers. We are now looking for the innovative, the quirky, the original and really outstanding shopping experiences that are as good or better than the ones in physical retail.
According to Customer Experience Impact Report, 86% of consumers are willing to pay more for a better customer experience. When it comes to eCommerce, a good customer experience means at the very least, simple, speedy and reliable service, but a really great customer experience also means sharing authentic content that engages and inspires. So how do we make online shoppers feel special?
User-generated content is one way. UGC comes in many forms, including customer testimonials users leave on your site, photos of products customers share on Instagram and video reviews they upload to YouTube. These are all fragments of the experience they have with your brand, products and website. Together, they speak louder than any carefully engineered marketing message and have the power to assure shoppers your store and products are worthy of their time and money.
What makes user-generated content valuable for shoppers
UGC ties together powerful visuals with authentic customer stories that motivate visitors to engage with your site and give them a reason to stick around and explore what your online store has to offer. Here’s why shoppers love user-generated content:
1. The authenticity of UGC promotes trust.
The genuine voice of the customer is what draws consumers to UGC; they seek validation from others that they’re about to make a good choice. This is why 59% of consumers trust UGC more than brand-made or retailer-made marketing content.
2. UGC gives social proof that inspires purchases.
When it comes to online shopping, seeing is believing. User-generated photos and videos reassure shoppers that the product presented on an online store is true to life. This kind of social proof acts as a powerful driver of purchase intent. UGC can improve conversion rates on eCommerce sites up to 125%.
3. Visual UGC makes the online shopping experience richer.
Online shoppers are easily bored with bland eCommerce pages and unimaginative visuals. The appeal of UGC is in the originality of the content and the fresh perspective on the product. UGC can portray a product in a new light, which adds a new dimension and extra depth to the product pages.
Despite this, according to a report by L2, only about 9% of the top 250 consumer brands feature UGC on their product pages, despite the positive effect UGC has on conversion rates in various product verticals (UGC increases conversions rates by 1.7 for footwear, 1.6 times for consumer electronics and beauty).
Are you taking advantage of user-generated content on your shop? If not, check out part 2 of this blog post where Miljana shares how you can use UGC to improve your shop’s customer experience.
About the author
Miljana Mitic is the Content Marketing Manager at Goodvidio, a SaaS solution that helps online stores bring the best product videos from social media to their product pages. Miljana has a PhD in social media marketing and writes about how online stores can make the most out of product videos. She loves discovering new restaurants, reading, playing with dogs and watching YouTube haul videos.