How to Leverage User Generated Content

Ecommerce sites that host user generated content (UGC) such as product reviews and photos taken by customers are relatively common. Unfortunately, the inherent value of that content is often overlooked by e-tailers. With the ubiquity of product discounts and shipping promos, UGC can be a great competitive differentiator. According to a consumer survey from TurnTo, 81% of US consumers say they would pay more for, and wait longer to receive, products that had UGC. Rather than “setting and forgetting” the UGC features of your ecommerce site, use the following tips to leverage this valuable content to your benefit.
    

Establish a baseline

Step back a take a broad view of how UGC is currently incorporated into your ecommerce site. What types of UGC do you support? Of those, which do customers interact with the most? Answering these questions will help you make informed decisions on adding new types of UGC, which types you want to promote to customers, and how effective UGC is for certain products.

Expand UGC touchpoints

UGC is only effective when customers are interacting with it, so look for opportunities to make UGC more prominent on your site and in your marketing materials. Some ideas include:

  • HTML coding that allow ratings and review snippets from your site to appear in search results
  • Including ratings and review information in the shopping cart and throughout the checkout process
  • Using review commentary and customer photos in social media and retargeting ads

Strengthen foundations

A robust foundation of UGC provides both you and your customers with more accurate information. For example, the 4-star average rating on a product page with 500 reviews is more credible than a 5-star average on product page with only 2 reviews. Use techniques to get more UGC submissions for your ecommerce site.

How to get more User Generated Content in Ecommerce

User generated content (UGC) such as product reviews, questions & answers, photos, videos, and more provide a number of benefits to ecommerce sites. They improve your site's online shopping experience, build trust with new customers, improve brand reception, and serve as a resource for creating promotional and marketing materials. But, just because you build space for UGC into your site doesn't mean shoppers will come and start providing content. Use these tips to encourage your customers to submit more UGC, more frequently.
    

Incentivize

There are several ways you can reward customers for contributing UGC. Let contributors know that their content is appreciated and makes a difference by notifying them when other shoppers find their photos, reviews or answers helpful. If your site has a customer portal, you can borrow some ideas from gamification and award users with badges or redeemable points for actively contributing UGC.
    

Provide tools to make creation and submission easy

Users are more likely to provide UGC if you can make the experience as frictionless as possible. Some ideas include using review submission forms with writing prompts or icons for mobile that launch a camera app for quickly sending product photos or video.

Highlight privacy and security features

Give contributors a way to preview how UGC submissions will appear onsite (including how account info will display to other users) before they go live. If you are hosting a platform for shoppers to communicate with one another (e.g. a user forum or Q&A product page section), make sure it is moderated well to prevent offensive content.

Ask for UGC

Redesign the visibility of UGC throughout your site and use clear calls to action for shoppers to participate. Offsite, send follow up emails to customers after they receive an order and ask if they can write a review or answer other customers' questions. You may need to adjust the timing of this follow up to ensure customers have had enough time to properly evaluate the product.

How to Keep Your Product Reviews Authentic

Today’s consumers are savvy enough to research products online before buying them – according to a survey from PowerReviews, about 95% of consumers consult customer reviews while making a purchase decision. By supporting product reviews on your website, you can attract these types of consumers. As an added benefit, well-rated or reviewed products are prime subjects for promotional and marketing materials. More...