Their product pages feature a Review snapshot that captures the average star rating, ratings distribution, pros and cons, and a most liked negative and positive review.Īnd with PowerReviews’ UGC Analytics, they can understand the exact ROI of each of the features they are displaying on their site - from pros and cons to visual content. WEBS – America’s Yarn Store makes it easy for customers to glean the information they’re looking for from their reviews. The shopper, who lives in Miami, will be wearing the slippers in the hot Florida climate, so really this one-star review validates that these slippers are perfect for her. She sees that some previous buyers gave the slippers 1-star because they don’t have enough fuzziness on the inside to keep their feet warm enough. She finds a pair of slippers that look perfect, but wants to look through the one-star reviews to see if there’s anything jarringly wrong with the slippers before buying. When it comes to UGC, a negative really can be a positive.Ī lot of the time, something that is a negative, one-star-worthy dealbreaker for one shopper might not be a big deal for another.įor example, say a shopper is searching for a pair of slipper-type shoes that she can wear outdoors when running errands. People want to see one-star reviews because it helps them better evaluate whether a product is the right fit for them. Those visitors still convert at 108% the rate of your general web traffic. Yes, even negative UGC is helpful! Our data shows that two-thirds of visitors filter for 1-star reviews when interacting with UGC. 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.
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
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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?