They can learn from others’ experiences, both positive and negative. Reviews help answer questions shoppers have about your products. But when they read the reviews, shoppers can cross-reference with people who have already purchased your product, to verify that it looks and works like you say it does. They can’t see, touch, and smell a product they’re purchasing online. Why? Ratings and reviews provide invaluable social proof to shoppers. Displaying ratings and reviews on your product page can lift conversions by 115%. How important are reviews? After price, reviews are the second-most important factor to customers making a purchase decision. Ratings and reviews allow customers to share their experience with a product or service, and give it an overall star rating. Let’s look at some examples of these types of UGC in the wild, and why they’re so impactful on customer purchasing decisions. Imagery rounded out the list (81% increase in conversion).Reviews were in second place (115% increase in conversion).Q&A is the most impactful content (153% increase in conversion).Which type of UGC is most helpful to pushing customers through that barrier to purchase? Here are the results: A majority of online shoppers (77%) interact with UGC when it’s available. Customers who engage with some form of UGC - be it reviews, imagery, or Q&A - are twice as likely to convert than customers who don’t. Customers Who Interact With UGC Are 103% More Likely to Convert Read on to discover what we found, along with pro tips for applying these insights to your own UGC. Our analysts mined the data from thousands of brands and retailers using our UGC Analytics technology to see how frequently customers interacted with UGC, how it impacted the buyer journey, and whether certain types of UGC were more effective than others in driving conversions. How do customers interact with this type of content, and what impact does it ultimately have on their decision to click the “Buy Now” button?Īt PowerReviews, we decided to find out. We can all agree that user-generated content (UGC) like ratings and reviews is important.īut, why is it so important? What is it about ratings and reviews that drives customers to purchase? And what about other types of UGC, like videos, images, and Q&A?
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