Retailers are increasingly using content created by their most rabid fans to promote their products. This presentation takes a data-driven look at the practice of incorporating reviews, ratings, photos and other types of user-generated content in your marketing.
9. We’re taking a different approach. We want to
Reviews were revolutionary for
make every book available—the good, the
bad, andtheir time… loose.
the ugly...to let truth
— Jeff Bezos
10. User-generated content is creeping up on all ofis
And user-generated content our
marketing channels. That’s where content is
still evolving…
trending.
— Moira
Gregonis, Urban
Outfitters
12. Why is UGC important for retailers?
• 75% of reviews posted on review websites are positive.
• 95% of unhappy customers will return to your business if an
issue is resolved quickly and efficiently.
• 71% agree that consumer reviews make them more
comfortable that they are buying the right product/service.
• 70% of people consult reviews/ratings before purchasing.
• People are 63% more likely to purchase a product from a site
if it has product ratings and reviews.
• Customer reviews create a 74% increase in product
conversion.
#ecommerceUGC
13. The UGC Maturity Model
Collect and display
UGC on-site
Engage users on
social networks
#ecommerceUGC
Engage users on
social
networks, then pull
that content back
on-site
14. The UGC Maturity Model
Ad Value
Engagement
Conversion
#ecommerceUGC
15. The UGC Maturity Model
Ad Value
None
Engagement
Low
Conversion
High
#ecommerceUGC
16. The UGC Maturity Model
Ad Value
None
Moderate
Engagement
Low
Moderate
Conversion
High
None
#ecommerceUGC
17. The UGC Maturity Model
Ad Value
None
Moderate
High
Engagement
Low
Moderate
High
Conversion
High
None
High
#ecommerceUGC
18. Takeaways:
Frame the conversation by driving
engagement on-site.
Pull user-generated content back to your
product pages to generate conversions.
21. ―Social proof… is driven by the assumption that surrounding people
possess more knowledge about a given situation.”
#ecommerceUGC
#ecommerceUGC
22. Merchandising
• Most products are easier to
evaluate in person than
online
• Merchandizing with user
generated images provides
tactility
• Increase the amount of timeon-site
#ecommerceUGC
23. Trust
To what extent do you trust the following forms of advertising?
(Neilsen, 2013)
Emails I signed up for
Online video ads
Ads on social networks
Display ads on mobile
Online banner ads
56%
48%
48%
45%
42%
Recommendations from
people I know
84%
Online consumer opinions
68%
#ecommerceUGC
27. Where are we now?
IR 500
•
•
•
73% of retailers use product reviews
69% of retailers use product ratings
19% of retailers use collaborative filtering
#ecommerceUGC
28. Where are we now?
What % of the IR 500 uses:
Facebook
85%
Twitter
79%
Google+
36%
Instagram
14%*
Pinterest
48%
YouTube
48%
#ecommerceUGC
29. Where are we now?
What % of the IR 500 uses:
UGC Photos
UGC Videos
#ecommerceUGC
3.3%
1.5%
32. Impact on Performance: Dessy.com
Challenge
Keeping visitors engaged longer
Solution
A user-driven wedding style gallery
Results
#ecommerceUGC
33. Impact on Performance: Ben & Jerry’s
Challenge
Activate dormant customers and
generate user images for national ad
campaign
Solution
User image campaign via
#captureeuphoria
Results
#ecommerceUGC
34. Impact on Performance: Rent the Runway
Challenge:
Provide users with confidence when renting
previously owned dress to increase conversions
Solution:
Crowd-sourcing user-generated images to
display on product pages
Results:
#ecommerceUGC
35. Impact on Performance: Urban Outfitters
Challenge:
Capitalize on the 100,000+ brand endorsements
from user-images being shared across social
Solution:
On-site UGC gallery which links to product
pages
Results:
#ecommerceUGC
37. What can you do today?
• Use an ecommerce platform with a ratings and reviews
component built in.
• Incentivize UGC on social media
– Consider contests and promotions!
• Experiment with UGC call to actions in-store and in
product packaging.
#ecommerceUGC