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How to increase your ecommerce conversion rate with UGC

Written by | Published on 6th July 2016 | 9 min read

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FILED UNDER: eCommerce Uncategorised

Social proof is a key factor in online shopping, mostly because it is an environment in which people can’t touch, see or feel the product they are buying.

Potential customers are often seen seeking the opinion from previous buyers to decide whether to make the purchase or not.

Winning a customer’s trust is crucial for online stores to increase conversion rates, and that’s what is all about, right?

Any kind of user generated content (UGC) helps build engagement and trust, and more
trust leads to more conversions. But, what is the best way of doing it?

1. Add user-generated pictures to product pages

You shouldn’t use only stock photos and branded product photos on your site. Everyone knows these have been heavily photoshopped and aren’t truly reflective of what the product really looks like.

To give you a hint, Robert Cialdini, psychologist and bestselling author of Influence: The Psychology of Persuasion, says: “When we are uncertain, we are willing to place an enormous amount of trust in the collective knowledge of the crowd.” (source)

According to our experience, adding user generated photos to product pages can increase conversion rates between 10 and 15%. And studies have shown that 92% of consumers trust recommendations from people they don’t know over branded content.

If you think about it for a little while, it’s easy to understand why. All businesses claim to have the best product, but if a customer actually took the time to take a picture of a product, write a caption for it using a branded hashtag and share it on social media, then you can deduce that you’re looking at a good quality product.

You can encourage your customers to post pictures about your product using your branded hashtag and then integrate those pictures into your product pages. This ensures that potential consumers can see who else bought that product before them, what their experience was and how they use it.

A great example of a brand that uses visual UGC in their product pages is Meller, a sunglasses brand that sells exclusively online. Take a look at their product page:

Not only do they have a very detailed description of the product, they also have a carousel in the bottom with customer’s pictures that they collect from Instagram. Notice also the CTA they’ve placed on the top of the carousel, inviting users to share their images using the hashtag #mellerbrand to be featured on their website.

This way, new customers can see that the product really looks like the branded images shown on the page, and they can also see how actual customers of the brand are using the product.

Make your online customers feel secure about their decision and you will see an immediate increase in your conversion rate.

Use Photoslurp to collect photographs from across social networks that feature your products
organically and proudly display them on your website, then use Photoslurp’s integrated analytics tool to measure the impact and see your conversion grow.

2. Add Reviews and testimonials

Even Internet giants trust this method to convince new customers that they offer a good product. A simple search in Google related with reviews and testimonials will take you to Google Adwords Success Stories page.

You don’t have to do a full page of testimonials for your products, but you can add customers reviews on product pages, as they are a great way to answer pre-sales questions.

Take a look at this review from www.lookfantastic.com:

The reviewer has answered questions that a new buyer might have:

Will this product dry my lips? How does it look on different lip colours?

This is a crucial step in the buying journey. People have questions, but they aren’t always willing to ask, they might think: “I’ll just go to the nearest store and buy a new lipstick there”. By adding UGC in the form of customer reviews, you are one step ahead of achieving a new sale.

So, if you’ve got an eCommerce business and you’re still not quite convinced of adding UGC to your product pages just keep in mind that Brand engagement increases by 28% when customers are exposed to both professional content and user-generated content. Maybe now is a good time to start increasing your ecommerce conversion rates with UGC.

Are you part of that 92% of customers who trust UGC? Are you using it to increase your eCommerce conversion rate? Let me know in the comments!

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Written by Luisana Cartay

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