What is UGC and why is it a must-have in eCommerce?

The market today obsessively calls to buy whatever your heart desires: from electrical appliances to New Year’s toys. That’s just the formula for selling goods is not at all so universal.

How to influence sales using UGC content and what power lies in these three letters we will tell in this article.

What is UGC and why is it worth the attention of a seller

The market is growing, and it can be seen with the naked eye. And the more online users, the more effort the seller has to put in to gain their trust. Even if the website offers an absolutely wonderful digital customer experience.

User-generated content

Today, an online consumer goes through all the circles of doubt before making a purchase. But how can a seller get into the head of a buyer and find triggers that will help him make the right decision?

Typically, these triggers are seller or product rating, comments, photo reviews, FAQs – all this is in the language of marketing and is called UGC (user-generated content).

User-generated content is information, which is formed by the buyers themselves for those who follow in their footsteps. This is an independent, unique opinion about goods and services, expressed in different formats.

User-generated content is a must-have for modern eCommerce. More than 85% of users are more likely to make a purchase decision thanks to it, and not with the help of professional photos. Photo reviews, text reviews, unpackings, ratings, comments – all this is a brilliant invention for those who have been looking at the product for a long time and have many doubts.

Some research on UGC

Many regional and some large companies underestimate the influence of UGC, focusing on their own media. And this is a completely wrong path, because:

  • 70% to 95% of consumers read product reviews before making a purchase decision;
  • more than 66% get acquainted with product reviews not only on the company’s website but also in other Internet sources;
  • the absence of negative reviews casts doubt on the veracity of the content;
  • customers spend almost 50% more on products from firms that respond to customer reviews;
  • brand ranking in search engines is 13% dependent on the presence of online reviews from ordinary users.

User-generated content

Does UGC help increase sales?

In addition to being persuasive, user-generated content can also drive traffic and boost sales.

Even a super-designed product card, selling content, a bright photo may not convince the buyer to buy. But as soon as the first buyer leaves a review, the number of orders will increase and continue to grow.

Of course, UGC content is not a guarantee of high sales. They can be influenced by a huge number of factors: from seasonality to product category and placement. But to doubt that it helps to sell is not worth it.

Building a communication strategy with buyers through UGC on marketplaces is not easy, but the game is worth the candle. If you want to earn customer loyalty, increase engagement and make the customer happy and return again and again, just use UGC.

Final thoughts

UGC provides fruitful mutually beneficial cooperation between the supplier and the buyer. The company receives regular customers, ideas for improving its products, a positive reputation, an increase in conversions, and sales profits. The buyer, in turn, can be sure of the quality of goods and services, saving time and money by exploring data about products/brands. The absence of such content on the official website or marketplace significantly reduces interest and trust in it.

All in all, brands that don’t showcase UGC lose out to brands that do. User-generated content is the key to a company’s positive reputation and, as a result, its financial well-being, development, and longevity.

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