Consumers have a high demand for site performance and speed. In case you’re not sure what all the hype is about, we put together a list of the most interesting facts that show why load times are essential for businesses wanting to improve site experiences:
- 47% of consumers expect a webpage to load in 2 seconds or less.
- 79% of users experiencing slow load times won’t make a purchase from that website again.
- A 1-second delay means an 11% loss in page views and a 7% decrease in conversion.
- A 1-second delay in load time would cost Amazon $1.6 billion each year.
As you can see, consumers don’t have the patience for slow loading sites. And with an endless aisle of options, they don’t need to.
Enhancing Site Speed Is Our Goal
The breakdown of pages and their size reduction:
||Percent Size Reduction
|Product Listing Page (Category Pages)
|Product Details Pages
|Write a Review & Review Your Purchases
How Does This Compare to Others?
This company displays review snippets on their Product Listings Pages, features Ratings & Reviews on their PDPs and has a total bundle size of 266.4kb. With PowerReviews, Company 2 would be able to load their PLPs at 85kb (68% smaller) and their PDPs at 160kb (40% smaller).
How Will This Affect Me?
At PowerReviews, we are focused on helping our clients win. This means investing in different areas of our business that will have a great impact on our clients and ultimately their shoppers.
Check back in our next installment when we share some ways you can do this! Until then, if you have any questions, please don’t hesitate to reach out!
Reaching More Shoppers With Visual Content
There’s no question that visual content is changing the way consumers browse for and purchase products. Today, 97% of consumers seek out visual content prior to purchase. And 88% specifically seek out photos and videos submitted by other consumers like them.
You’ve heard the message loud and clear and have started collecting visual content from your shoppers, both natively and through Instagram. Now, it’s time to start getting this visual content in front of your shoppers in more places to boost buying confidence and increase conversion. Read on to learn six easy steps for more effectively displaying the user-generated photos and videos you’ve collected from your shoppers.
1. Feature Visual Content in a Gallery on Product Pages
Consumers want to find user-generated photos and videos of the products they’re considering — but they don’t want to work hard to find it. PowerReviews research found that two-fifths of shoppers prefer to see images and videos from shoppers like them directly on a brand or retailer website.
Once you’ve started generating photos and videos from your consumers, be sure to showcase this powerful visual content in an engaging gallery directly on the product page. This will get more eyes on your visual content, leading to higher engagement on the page and greater conversion.
2. Make Sure Photos Are Oriented Correctly
Imagine you’re a health and beauty retailer and one of your shoppers purchases a lipstick she loves. She takes a couple selfies wearing the lipstick and attempts to upload one of them natively, as part of a review. But the photo appears sideways, and there isn’t a way for her to fix it.
The lesson here? Make sure your visual content provider makes it easy for your shoppers to properly orient photos when they’re being uploaded. That way, this content will appear correctly in your visual content gallery.
3. Syndicate Visual Content to Retail Partners
In some cases, a shopper will shop for a brand’s product directly from the brand’s ecommerce site. But in other cases, they’ll opt to shop via a retailer that sells the brand’s products. Be sure both types of shoppers can find the visual information they’re seeking out, regardless of where they shop. How? By syndicating the visual content you collect (both natively and through Instagram) to your retail partners (or, if you’re a retailer, by accepting this content from your brands).
If you’re a brand that syndicates visual content to your retail partners, you benefit from getting this conversion-boosting content in front of more shoppers, wherever they purchase your products. If you’re a retailer that accepts syndicated visual content, you benefit from displaying more photos and videos on more products, without having to generate this content yourself.
4. Add a UGC Snippet to Product Pages
Consumers are busy people with short attention spans, so it’s key to provide them with all the information they’re looking for in one place. That includes photos and videos — both brand-provided and submitted by consumers like them.
Ask your visual content provider if it’s possible to add a snippet to your product display page to allow your shoppers to easily access photos and videos submitted by other consumers, right alongside brand-provided product images.
5. Include Visual Content in Other Marketing Campaigns
Make the most of the great visual content you’re generating from your customers by including this content in other marketing initiatives. For example, once you’ve received permission, consider including user-submitted visual content in social media campaigns and marketing emails. Or, include content on in-store displays to engage shoppers in your brick-and-mortar locations.
6. Give Credit to Instagram Contributors
You’ll need to get permission from consumers before using their Instagram photos or videos on your website or in your other marketing materials. The good news is, your visual content partner should make this an easy process for you.
Once you get permission, be sure to give the shopper a shout out when you use their photo or video. For example, if you repost a user’s photo on your company’s Instagram page, tag them in it as another way to give them props. This will encourage other consumers to share content with you, in hopes of being featured on your page.
Start Collecting and Displaying More Visual Content
Collecting and displaying visual content is a win-win for consumers and businesses alike. Seeing photos and videos of a product “in real life” helps consumers make more confident purchase decisions. And it helps brands and retailers boost traffic, conversion, and sales — and reduce returns.
Are you already a PowerReviews client? Contact your Client Success Director to learn more about how you can start generating and displaying more visual content today. Not a PowerReviews customer yet? Contact us to schedule a demo.
The Growing Importance of Consumer-Submitted Visual Content
Visual content has become an integral part of the lives of today’s consumers — and it’s changing the way they shop, too. PowerReviews research found that nearly all (97%) of shoppers seek out visual content prior to purchase.
And while brand-provided images and videos have their role to play in satisfying a consumer’s need for visual information, increasingly, consumers are specifically seeking out content submitted by others like them. Consumer images and videos fill in product gaps that a brand missed or could not properly showcase in a written description or specification overview. From texture to scale, consumers’ content plays an essential role in answering conversion driving questions and boosting confidence. The same study mentioned above found that 88% of consumers specifically look for visual content submitted by other consumers prior to making a purchase. This visual content helps the end user connect with a product. In fact, 72% of shoppers are more likely to buy a product that has reviews that feature photos and videos in addition to written text.
Clearly, visual content plays a large (and growing) role in the path to purchase. And it’s an important tool when building shopper confidence and ensuring a product is the right fit to prevent returns. This is especially true when consumers are shopping for products that are visual in nature — including apparel, footwear, and health and beauty items. Because consumers want to connect with a person like them to decide whether a product will fit their specific needs, it’s key for brands and retailers to make it a priority to start collecting and displaying more visual content from shoppers.
How can you start collecting more of the conversion-boosting photos and videos that your customers are actively seeking out? Read on to learn five ways to start collecting more visual content from your shoppers today.
1. Collect Photos and Videos Natively
Displaying consumer provided photos and videos as part of your reviews helps build buyer confidence. And confident shoppers are more likely to convert. Remember, 72% of shoppers are more likely to buy a product that has reviews that feature photos and videos in addition to written text!
The best way to generate more visual content as part of reviews is to make the process as easy as possible. Today’s user has their best content in the palm of their hand. Literally. Allow your consumers to submit photos and videos directly on your website from the camera rolls on their mobile phones — rather than through YouTube or other third-party sites. That way, you’ll generate more photos and videos and keep shoppers on your website.
2. Integrate Your Write-a-Review Form With Social Media
According to data from Statista, the average internet user spent 135 minutes per day on social media in 2017. If your customers are anything like the average consumer, they’re likely spending a good amount of their time on social media, often posting photos and videos to share with their friends. And some of these photos and videos likely include your products.
So in addition to allowing consumers to upload photos and videos from their camera rolls, be sure they can also upload this content straight from their Instagram and Facebook profiles, where this content already lives.
3. Prioritize Visual Content Collection
Traditionally, consumers think of reviews as star ratings and written text. But if you’re focused on generating more visual content as part of reviews, you need to make it clear to your consumers that you want them to share photos and videos of your products.
Ask your ratings and reviews provider if they offer a visual content collection feature, which enables you to send a post purchase email that specifically asks your shoppers to provide an image before you ask for a review. At PowerReviews, our customers have seen a 144% increase in images collected with an image-first call to action. And more than half of purchasers continue to write a review after submitting an image through the visual content collection form.
4. Collect Content from Instagram
Instagram is one of the most popular social media channels today, with more than 800 million monthly active users and over 95 million photos shared each day. Chances are, there are plenty of “real life” photos and videos of your products already living on Instagram. If you’re not collecting this content, you’re missing out on a big opportunity.
Your ratings and reviews provider should make it easy to leverage the content that already exists on Instagram — then display this content directly on your product detail pages. For example, Social Collection from PowerReviews allows brands and retailers to collect Instagram content generated by hashtags and @mentions, and then gather visual content rights from the person that posted the content. Then, the brand or retailer can display this content directly on product display pages and in marketing campaigns to boost shopper confidence — and conversion.
5. Syndicate Visual Content
Once you’ve started collecting visual content from your customers, the next step is to get that content in front of future shoppers, regardless of where they shop. If you’re a brand, make sure you’re syndicating user-generated photos and videos (both from social and the content you collect natively) to your retail partners. That way, you’re getting this conversion-boosting content in front of more consumers, whether they’re shopping directly through your website or through one of your retail partners. If you’re a retailer, start accepting syndicated visual content from your brands. By doing so, you’ll benefit from displaying a higher volume of visual content — without having to collect it yourself.
Start Collecting More Visual Content
We know that 88% of consumers specifically look for visuals — such as photos or videos — submitted by other consumers prior to making a purchase. It’s key to provide these shoppers with the information they’re looking for — or else you risk losing them to a competitor that does.
Are you already a PowerReviews client? Contact your Client Success Director to learn more about how you can start generating more visual content today. Not a PowerReviews customer yet? Contact us to schedule a demo.