Make Online Shopping a Social Experience: By Promoting User-Generated Content
Almost all internet users have commented on a blog, asked a forum question, or written a product review at some point during their lifetime online. As online shopping becomes more common, consumers have begun to rely more heavily on these types of user-generated content (UGC) during the purchasing process. Clearly, online shopping is becoming social.
In fact, recent studies from Search Marketing Standard showed that 83% of online shoppers cited product reviews from their peers as a major factor influencing their purchasing decisions. Moreover, 63% felt that having multiple product reviews was critical. While e-shopping is almost always a solo mission, it's clear that user-generated content adds a highly-trusted, collaborative element to the purchasing process that consumers seek out to validate their decisions.
How can marketers harness the power of user-generated content to increase conversions? Start by giving users the ability to comment or review products, services, and content. If your site lacks this capability, talented web developers can add this functionality to your site rather easily in most cases. Integrate this content into the purchasing process by listing the reviews on the product page for example, or simply add a link on the page to the reviews. Don't forget to validate your user-generated content somehow, or you will get spam bots dumping nonsense all over your site. Include a registration or CAPTCHA requirement to avoid this. Better yet, encourage users to create a profile through which they experience your site. As they connect with other users, their reviews and content are more personalized and less anonymous. Consider adding social bookmarking and sharing too. After all, you're much more likely to listen to a friend than a stranger.
There are other options as well. Allow users to "vote" on reviews, or create "featured" reviews from trusted experts in the field. For instance, if you're selling snowboard gear on your site, find a professional snowboarder like Shaun White (ideally) to review a new pair of goggles or bindings. Users place trust in names they recognize, and even more so when they understand that reviews comes from people like themselves. If you're utilizing an email marketing campaign, invite subscribers to review the product as well, or link over to your site's FAQ page and answer questions seen in reviews.
Once you've implemented this feature, consult your web analytics platform to see the resulting changes. Don't be surprised to find users spending significantly more time on pages including user reviews. When utilized on a landing page, UGC is even more effective at driving conversions. A case study from BazaarVoice looked at an electronic retailer's website and found that visitors who landed on customer reviews converted 60% more often than visitors landing on other pages. While this percentage surely fluctuates across verticals, it showcases the power and trust attributed to user-generated content. The influence of user-generated content on offline sales is also noteworthy. A comScore study found that more than 75% of users consulting online reviews said that content had a large influence on their purchase decision.
Clearly, user-generated content plays a major role in online shopping. By adding a social element to your website, you can let user-generated content drive results. But don't try this unless your product has been tested and proven. You don't need a list of bad reviews, and this won't help you sell anything. This is not the time to test new ideas. Still, smart marketers will utilize the data provided in user-generated content to improce their products, or certain aspects of them. Think of this as a free, ongoing focus group from customers with no reason to be dishonest, and take what they say and act upon it.
It's also important to remember that UGC can boost search engine rankings and drive traffic, especially through long-tail keyword searches. According to Nielsen Buzz Metrics, 26% of search results today link to user-generated content. Optimize these pages as you would any other on your site, employing best practices of search engine optimization (SEO) and categorizing reviews by keyword or category, if necessary. This allows you to focus on more detailed keywords or product specifications, providing more detail to users looking for critically specific information.
If you're a marketer who's been sitting on the fence, now is the time to integrate the UGC element into your online marketing strategy. Drop me a line to learn more at nyorchak@leereedy.com.
