User-generated content has become a buzz nowadays and almost every business is already using or planning to use it in one or the other format. The key to getting most out of your UGC is to curate and publish the UGC carefully in which case these two questions become really important:
- How do you search and curate your user-generated content and find the best one to use amongst them?
- What are the touch points where you publish the selected UGC?
In this blog, I will discuss one very important place to publish visual user-generated content for online businesses i.e. their online store.
Online businesses spend a lot of money on digital advertising, social media campaigns, discount offers, special promotions and what not. And all of this just to get people to their websites where the final transaction will happen. So, if we think about it, their e-commerce website is the last and most important part of their customer's buying journey and these businesses can not afford to lose the customer in the final phase after investing so much time and effort.
Adding the user-generated content to your website is a new way of transforming your usual and boring e-commerce website shopping experience into an attractive and interactive shopping experience by just adding one magic ingredient to your website which is your user-generated content.
Before we go ahead, here are some interesting statistics about using UGC on company website:
- 84% of millennials say that user-generated content on a company website has some influence on their purchases. (Bazaarvoice)
- Web sites that feature user-generated content see 20% increase in repeat visits and up to 90% increase in the time spent on the site. (Offerpop)
- Conversion rate goes up to 4.6% when consumers see user-generated content while shopping and conversion rate can spike up to 9.6% when they interact with user-generated content. (Clickz)
- When visual user-generated content is present on shopper’s path to purchase, conversion rate increases up to 10%. (Offerpop)
5 Reasons to Use Visual UGC on Your Website:
Visual UGC is the images and videos generated by your customers where they are using/reviewing your product. They are much more effective than user ratings and text reviews as people prefer to see visuals than reading those boring and long reviews. They are more natural and time-saving.
1. UGC adds social proof:
As user-generated images and videos are not scripted and informal in nature, your customers connect with them way better than the polished catalog images and photoshopped images. Also, in these visuals, they get to see the real people who are just like them and using your products. This makes it a lot easier for them to connect with the visuals and invokes a social trust towards your products.
On the other hand, it adds credibility to your brand promise because you are not afraid to share the real testimonials from your customers. Remember what Zig Ziglar said, "If people like you, they will listen to you, but if they trust you, they will do business with you".
2. UGC adds life to your website
Think about the way e-commerce websites sell their products today. They bombard you with their shiny products categorized into new arrivals, trends, and best sellers. There is no way a customer can interact with them. Now, when you add your visual UGC in form of beautiful galleries which are shoppable and linked to the exact products on your website, customers find it more interactive and intriguing.
3. UGC provides style inspiration to Users
Yes, we all know visuals work very well for the fashion industry. And when customers look for a fashion product to buy, the next question in their mind comes about how to style them. Now that we have social media, customers immediately try to look for the style inspiration on social media and leave your website. But if you add your visual UGC right on your website, you not only make your customers stay on your website but also help them in making quick decisions about their purchases.
4. UGC add more product details
No matter how much efforts you invest in writing detailed product descriptions, listing out as many product specifications as you can and adding product photos from every angle possible; there are some intangible things about your products that you can not describe. This is the point where online buying anxiety starts in your customers and they drop off or abandon their carts. UGC can help in reducing this online buying anxiety, as they are trusted visuals which are not shot with the perfect background, high-end cameras and under perfect lighting giving a complete picture of the product. And customers get more information about the real color, fit, size, scale, and compatibility.
So, try adding UGC images with your catalog images and flaunt your brand promise.
5. UGC validates product's higher price point
There might be some folks who would not agree with this point but it has some real validation. When you sell products on the higher price point, it becomes difficult for you to justify the high price point when your competitors are selling the similar product at a lower price point. But if you add a carefully curated visual UGC like an image in which an influencer is using that product, customers start to see the price validation and it balances out your higher price point.
For the folks who love metrics, adding visual UGC on your website can result in
- Increased average page time on site
- Increased page engagement
- Lower cart abandonment rate
- Lower bounce rate
- Increased e-commerce conversion rate
5 Places where you can use these UGC galleries
Here is the list of 5 places where you can readily use your visual UGC in form of beautiful galleries. These UGC galleries are shoppable and every clickable image of these galleries are mapped to the exact product pages of the products that are featured in these images.
1. Home Page
The best place to add UGC gallery is your home page. The homepage is the most crucial page because your customers make the first impression about your store from this page and if they don't find anything interesting here, they tend to leave immediately without exploring any products. As the shoppable galleries are clickable and interactive, customers love to interact with these visuals and if they like any product featured in these images, they are just a click away from that product page.
2. Fan Page
The fan page is a dedicated page on your website to showcase your user-generated images and videos. It's a perfect place to recognize your customers' efforts and show the gratitude. Your customers will love this recognition and will be more loyal towards your brand.
This place also serves as the best place to show the new customers about the love you get from your existing fans.
3. Product Pages
You can also display the visual UGC on your product pages. For this, you should show the exact visual UGC corresponding to an exact product on your store. So, for example, if I am on a particular product page, I should be able to see the user-generated visuals for that product only. It would help me take quick decisions and check out the style inspiration from other customers. If this UGC gallery is clickable then this is a good opportunity for cross-selling as these images are linked to other products on your website that goes well with the main product.
4. Checkout Page
This is the last page your customers see before they change their decision and abandon the cart. You can fuel up this page with supporting visual UGC working as the shreds of evidence for your products.
Your company blog is the place where your customers look for your upcoming collections and releases. Supporting them with visual UGC can get them prepared for their next purchase.
5 Things to consider before using UGC on your website:
1. Your UGC strategy
Make sure you have a well-defined UGC strategy and you have already worked on your branded hashtags and prerequisites of the UGC campaigns. When you strategize, make sure every piece should be aligned with your brand messaging and story.
2. Curation of your UGC
This is the most important part. You should figure out an end-to-end process detailing how you search, curate and select the best visuals for publishing on your website.
Before you use any user-generated content, make sure you ask for the user's permissions. You should have the permissions guidelines ready with you.
4. Time to load on website
Adding visuals can slow down your web pages and spoil the shopping experience. Test the loading time of your web pages before going live with the galleries.
5. Third party vendor
There are a number of third-party vendors in the market offering the end-to-end software solution for curating, managing rights, publishing and analyzing your visual UGC. Do proper research first and then choose the best suitable vendor based on your requirements.
We at Artifacia help brands curate, publish and analyze their owned and user-generated content at scale. Our customers are driving high-quality traffic by using our solutions that spend 37% more time on the site, view 48% more pages and have 64% more e-commerce conversion rate.
If you are also looking to leverage your user-generated content, then request a demo below.