Why Build a UGC Scorecard?
When selling their products through a retailer, brands are essentially putting their items on a giant shelf and need to make sure they stand out.
Collecting and displaying user-generated content (UGC), such as ratings & reviews and imagery or video, from other customers is one of the most impactful ways to drive sales.
A scorecard ensures brands are making the most of their UGC strategy by giving them a benchmark to work towards.
Based on data- supported best practices for UGC
|Criteria||Metric (at least…)||Goal|
|Reviews Per Product||8||31+|
|Review Coverage (%catalog)||75%||100%|
Consumers want to see reviews on all of your products but 75% is a good target that accounts for new items and those that have a slower purchase frequency.
Our survey found 80% of consumers find images from other customers to be more valuable than brand imagery and 99% of consumers look for visuals submitted by other users. We see a 114% lift in conversion when shoppers interact with visual UGC. Avg. # of visual media per product for Retailers is 7 and overall is 13.