UGC Benchmarks

Raising the Bar for UGC

Aggregate standards and breakdowns by industry.

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Wondering how your UGC program stacks up? Here are benchmarks for the Health & Beauty category

Benchmarks based on existing Ratings and Reviews data from brands selling on Walmart.com.

More Reviews and Stronger Average Ratings Increase Product Page Visits

Modest conversion lift for Visual UGC impressions; but Visual UGC Interactions more than double conversion

A Q&A Impression Lifts Conversion by 51%, While a Q&A Interaction Lift Conversion 138%

Simply Seeing Reviews Lifts Conversion by 20%, While Interacting With Reviews Lifts Conversion by 128%

Despite Increasing Importance to Consumers, Average Media Coverage for Most Brands Hovers Around 37%

The Average Review Is Only 218 Characters Long, Far Below the Consumer-Preferred 500+ Minimum

The Average Product Boasts 402 Reviews, But This Is Still Lower Than Consumer Expectations