Survey: How important is user-generated content?

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Survey: How important is user-generated content?

By Dan Berthiaume - 04/19/2019
A new survey reveals how much stock shoppers put into online content generated by other consumers.

According to the annual Shopper Experience Index from digital marketing platform Bazaarvoice, brands and retailers who make user-generated content (UGC) available to shoppers achieved on average 137% conversion lift and 157% lift in revenue per visitor. The index includes data from 500 global brands/retailers, as well as 2,000 consumers in the U.S., U.K., France, and Germany.

Relevant data from consumer respondents includes:

• 20% of consumers say it’s important or very important to be able to discover products and purchase directly from social media platforms like Instagram, Facebook, and Pinterest — a 17% increase over last year.
• 33% of consumers say personalized recommendations are actually important to them.
• Less than 20% of consumers say the product recommendations they see are relevant.

Other notable findings from brand and retailer respondents include:

• 57% of all page views across the Bazaarvoice Network came from mobile in 2018.
• 63% of brands and retailers rely on ratings and reviews to boost SEO performance, 53% to improve in-store sales, and 52% to foster brand loyalty.
• Product pages with Q&A experienced a 447% higher conversion rate compared to those without, regardless of shopper engagement.
• More than half (59%) of brands and retailers said that featuring photos and videos from customers throughout the shopping experience is standard in e-commerce.
• Nearly half of brands and retailers said integrating social media and online shopping experiences will be a top priority or increased area of focus over the next 12-18 months.

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