Category: Best Practices

How to build your UGC program and strategy

Social media and the accessibility of smartphones has raised consumer expectations when it comes to product photos and videos.

They now matter. A lot.

Consumers who always or regularly seek out photos & videos prior to purchase

TODAY

0 %

5 YEARS AGO

0 %

Source: How User-Generated Visual Content Became Fundamental to Ecommerce

While brand-supplied visual content has some value, shoppers place more emphasis on photos and videos from other consumers.

And again: this expectation has grown significantly in recent years.

Consumers who find photos from other customers more valuable than photos from brands or retailers

TODAY

0 %

5 YEARS AGO

0 %

Source: How User-Generated Visual Content Became Fundamental to Ecommerce

The presence (or absence) of user-generated visual content can make or break a sale. Younger consumers particularly value this type of imagery and video.

Shoppers who are more likely to buy a product that has reviews that include visual content

OVERALL

0 %

Millennials

0 %

GEN Z

0 %

Source: How User-Generated Visual Content Became Fundamental to Ecommerce

And yet: most products do not incorporate user-generated imagery and video. But those that do have a high volume of them.

Of products have at least one image or video within a review

0 %

average images and/or videos Submitted within reviews per product

Source: Ratings & Reviews Benchmarks: Visual UGC

Bottom line: Consumers want to see photos and videos of products from other people who have bought them.

Three ways you can collect more of this content:

ASK

Clearly ask for photos and videos in your review request and make submitting this content simple and intuitive from all devices.

PRIORITIZE

Even consider allowing visual media submissions WITHOUT reviews.

CURATE

Incorporate photos and videos already being posted of your products on social media into your own marketing and throughout your site

Reviews are incredibly impactful when it comes to influencing purchasing decisions. More than 99.9% of consumers say they read reviews when shopping online, and over half (57%) do so when shopping in-store. When a shopper interacts with ratings and reviews on a product page, there’s a 120.3% lift in conversion.

With all the benefits reviews have to offer, savvy brands and retailers rightly prioritize review collection in their marketing efforts. But, sometimes, in the rush to collect more reviews, brands and retailers forget the most visible result of those review collection efforts: the Review Display.

Review collection is a hugely important part of any UGC strategy. However, for those reviews to pay off, it’s important that brands and retailers also consider how they are displaying those reviews to maximum impact. Below, we review ten review display metrics that can provide key insights into your customers’ shopping behavior, and what you can be doing to increase their chances of conversion when they arrive on your product page.

1. Review Snippet Interaction

What is it?

The review snippet is the star rating and review count displayed at the top of a product page, which customers can click to be taken down to the full Review Display.

Why it matters:

There is a 164.3% conversion lift among consumers who click the review snippet, up from a 129.4% lift in 2020.

How to improve yours:

Ensure that your review snippet is located above the fold, at the top of the product page. This prominent positioning ensures that those who want to explore your reviews can do so quickly. Also ensure your review snippet stands out, with brightly colored stars and a clear star rating.

2. Review Interactor Conversion Rate

What is it?

Review interactors are the people who interact with your Review Display, such as by clicking to read a review, sorting the reviews, or taking some other action.

Why it matters:

People who interact with reviews convert at a rate 128% higher than those who don’t — in other words, simply interacting with reviews can boost conversion, regardless of the content. However, watching your review interactor conversion rate can also help you spot key trends. For example, if your review interactor conversion rate starts trending downwards, that may signal an opportunity to improve a product description, implement new product features, or otherwise take action to ensure your products are meeting customer expectations.

How to improve yours:

Design your Review Display so that it invites interaction. Encourage customers to vote whether a review is helpful or not. Add clickable filters for common tags (such as pros, cons, or best use case). Include a search bar so they can search for specific keywords.

3. Average Star Rating

What is it?

This is the average rating for a product, based on all the reviews it has received.

Why it matters:

Products with ratings between 4.75 and 4.99 stars tend to have the highest conversion rates. Consumers are suspicious of products with perfect 5-star ratings, which convert at about the same rate as products with 3.0 – 3.49 stars.

How to improve yours:

Regularly requesting ratings and reviews via post-purchase emails is the best way to maintain a positive rating. To improve a low star rating, listen to the feedback your customers provide in their reviews. Once you’ve made improvements, generate new positive reviews quickly through a sweepstakes or sampling campaign.

4. Reviews per Product

What is it?

This describes the average number of reviews you have per product.

Why it matters:

Review volume is important to consumers, with 79% of consumers “always” or “regularly” considering it when reading reviews. And, the more reviews a product has, the higher the conversion lift it experiences. In an ideal world, 65% of consumers would like a product to have more than 50 reviews, including 43% who think it should have over 100.

Conversion Lift Relative to Number of Reviews Displayed

0 Reviews Displayed

1-10 Reviews Displayed

52.2%

11-30 Reviews Displayed

102.9%

31-50 Reviews Displayed

133.5%

51-100 Reviews Displayed

148.7%

101+ Reviews Displayed

251.2%

How to improve yours:

When shoppers visit your website, you want them to encounter a review count that makes them feel confident buying your product. Put review collection on auto-pilot with a post-purchase email campaign. Optimize your emails by allowing customers to review multiple products at once, from the body of the email, and always send at least two review requests.

5. Helpful Votes

What is it?

Helpful voting allows a shopper to mark a review as helpful or not, usually with a thumbs up or down sign.

Why it matters:

Our research shows that helpful voting is the type of review interaction that has the largest impact on conversion. There’s a 414.3% lift in conversion among visitors who click the thumbs up icon. By monitoring which reviews your shopper finds more or less helpful, you can discover new opportunities to improve your product page. Shoppers may respond positively to product photos from real customers, inspiring you to add a UGC image gallery on your product page. Or, you may find that the most helpful review answers a common question you failed to address in your product description.

How to improve yours:

If you don’t already have helpful voting enabled on your product reviews, start by enabling it. Then, check in on the most and least helpful reviews. What are your customers reacting to?

6. Top Search Terms

What is it?

Many brands and retailers offer a review search function on their Review Display, so customers can hone in on exactly the reviews they’re interested in. Your top search terms include the most common keywords your customers look up when searching through your reviews.

Why it matters:

There is a 260.7% lift in conversion among visitors who interact with the review search feature.

How to improve yours:

Regularly reviewing your top search terms helps you stay in touch with your customers’ top pain points, which you can use to improve your product marketing. For example, you may find that customers are looking for a specific use case related to a product, such as whether a backpack can fit a “macbook” or “laptop,” that you haven’t addressed in the rest of the product page.

PowerReviews UGC Analytics reports show what your customers are searching for in your content

7. Review Filter Interaction

What is it?

Star filters describe how many people click to filter your reviews by a specific rating, such as 5 stars, while filter tags describe how many people click on specific filters you’ve set for a product, such as “feels true to size.”

Why it matters:

Clicking on either of these filters increases the conversion lift of shoppers — by 89.3% in the case of filter stars and 78.6% in the case of filter tags — making them essential elements to include in your Review Display.

How to improve yours:

Keep an eye on which filters are clicked most often. Be open to experimenting with new filters to ensure you are making your Review Display as helpful as possible. For example, you may want to update some of your pros, cons, or best use cases with some of the top search terms you find in your review reporting.

8. Most Liked Reviews

What is it?

Some brands and retailers display a product’s most liked positive review alongside its most liked negative review one, in what we call a review face-off.

Why it matters:

Displaying your most liked positive and negative reviews at the top of your Review Display helps shoppers quickly determine the best case and worst case scenarios of a given product. When shoppers click to read the entirety of either of these reviews — positive or negative — the product experiences a conversion lift between 114.3% to 128.6%.

How to improve yours:

Because these two reviews enjoy such a prominent position on your product page, it’s a good idea to be aware of their content. Plus, both offer insights into the kind of information your shoppers find to be most relevant when making a purchase decision, which may inspire other areas of your product marketing.

9. Review Sort Interaction

What is it?

This describes how often people click on your review dropdown menu to sort your reviews by sorting options you select, such as Most Recent, Most Helpful, or Top Rated.

Why it matters:

There is a 114.3% lift in conversion among shoppers who click to sort reviews, so it’s worthwhile to have this feature enabled. Our research shows that the three types of review sorting behavior that have the highest impact on conversion are Most Recent, Highest Rated, and Most Helpful.

Conversion Lift by Type of Review Sorting Behavior

Review Sort Most Recent

196.4%

Review Sort Highest

142.9%

Review Sort Most Helpful

121.4%

Review Sort Oldest

110.7%

Review Sort Lowest

103.6%

Review Sort Images

89.3%

How to improve yours:

It’s good to keep an eye on your customers’ preferred sorting behavior. Based on what you find, you may change the default sort option to the one they select most often. Alternatively, you may find ways to make those other types of reviews more easily accessible, such as including a filter tag for reviews containing images.

10. Merchant Specific Questions (MSQs)

What is it?

Merchant Specific Questions, or MSQs, describe the optional questions many brands and retailers add to their review form. These can range from questions about size and fit to demographic information.

Why it matters:

Seeing which of these questions are more popular with your customers — and their corresponding star rating — can inform your product marketing efforts.

How to improve yours:

To make your Review Display more helpful, consider adding filter tags based on the most popular questions. If certain questions correlate with more negative ratings, such as “feels wide,” consider updating your product description.

Start optimizing your Review Display with these tips

How you display and present reviews can have a major impact on conversions. For more tips on optimizing your Review Display, check out our official checklist of best practices.

If you’re a current PowerReviews customer, great news: you can access all of these metrics in your reporting for free. Not yet a PowerReviews customer? Learn how we can help you do more with UGC.

Savannah Claspell

Savannah is an Enterprise Customer Success Manager, passionate about using data and analytics to empower brands to grow their business. When she isn’t helping brands increase and leverage their UGC you can find her deep in a good book, running, or mountainside skiing.

CAUTION

only ecommerce BRANDS COMMITTED TO WINNING should scroll

REASON ONE

“The 5-Star Scaries”

Consumers think 5 star average ratings seem too good to be true.

5 star ratings = drop off in web traffic

Source: UGC Benchmarks: Review Influence on Online Traffic to Product Pages

Impact of Average Rating on On-Page Conversion

5 star ratings = drop off in conversion

Source: Ratings & Reviews Benchmarks: Average Rating Impact on Conversion

REASON TWO

Negative Reviews Exorcise Nightmare Scenarios

Negative reviews have become eerily more important in recent times.

This is because they assure consumers they can live with worst-case scenarios.

How many consumers specifically seek out negative reviews?

TODAY

0 %

2018

0 %

2014

0 %

Source: The Ever Growing Power of Reviews

REASON THREE

Negative Reviews a Superpower for Bigger Spenders

Consumers who spend more online are more likely to seek out one-star reviews.

Consumers who explicitly seek out 1-star reviews when searching review content

Average monthly spend: $0

42%

Average monthly spend: $1-$250

57%

Average monthly spend: $251-$500

65%

Average monthly spend: $501-$1,000

65%

Average monthly spend: $1,000+

71%

How to turn negative reviews into magic dust for your business

Display Them

Consumers clearly find negative reviews useful so give them what they want

Respond to Them

Show shoppers you care and/or have taken action

Analyze Them

Identify and implement improvements to marketing, product and more.

Why Negative Reviews are Good for Business (and 3 Ways to Leverage Them)

LEARN MORE ➪

The growing problem of fraudulent and manipulated reviews – and how winning brands can take action to preserve the authentic voice of the consumer, according to a survey of nearly 13,000 US shoppers.

Survey at a Glance:

How Fake Reviews Destroy Consumer Trust is based on the responses of 12,866 consumers in the US who completed a survey during the month of August 2022. Here’s a high level look at the key findings.

Concern about Fake Reviews is Growing

When reading product reviews, 81% of US consumers are concerned about fake reviews.
63% of shoppers say they’re more concerned about fake reviews while shopping online than they were five years ago.
Consumers are concerned about fake reviews across all ecommerce sites. However, there’s one site where concern is particularly high: Amazon. 84% of US consumers are concerned about fake reviews on Amazon.

Phony Reviews are Prevalent – and Consumers Know How to Spot Them

90% of consumers in the US believe they’ve read a fake review in the past.
Certain factors make consumers suspicious that a review might be fake. Wording, extremity, and a lack of detail top the list of fake review red flags.

Transparency is Key to Preserving Authenticity

Disclosing the source of reviews positively impacts shoppers’ perception of a review.
Tags that are particularly impactful include verified buyer (69%), verified reviewer (56%) and review submitted as part of a sampling campaign (43%).

Perfect Ratings Aren’t Ideal – and Often Raise Suspicions

54% of US consumers indicate that if a review is too extreme (either positive or negative), it makes them suspect it may be fake.
Just 6% of US shoppers feel that the ideal average star rating for a given product is a perfect five out of five.
44% think the ideal star rating for a product they’re considering is between 4.5 and 4.99; 42% think it’s between 4.0 and 4.49.

Introduction

Research Methodology

Shoppers’ Concern with Fake Reviews

The Ubiquity of Fake Reviews & What Tips Shoppers Off

How to Preserve Review Authenticity and Shopper Trust

5 Key Takeaways for Brands and Retailers

Chapter 1

Introduction

There was a time when consumers sought out feedback by asking for recommendations from family and friends. While word of mouth is still regarded as valuable by some, modern consumers more often seek out this type of feedback at scale – by reading reviews.

The feedback they uncover in those reviews has a large impact on purchase behavior. In fact, research tells us reviews have become the most important factor impacting purchase decisions.

The value of reviews is rooted in their authenticity. When consumers write reviews, they’re not doing so to sell products. They’re contributing content simply to share their genuine feedback – whether good, bad, or somewhere in between.

Yet, one simply needs to do a Google news search for “fake reviews” to see that the authenticity and trustworthiness of reviews is being called into question.

Fake reviews have become more common than you may like to think – especially on certain platforms. And some brands have even gone so far as to suppress negative reviews in an effort to improve consumer perception. Just earlier this year, the Federal Trade Commision (FTC) fined clothing retailer Fashion Nova $4.2m for doing just that.

In the short term, suppressing negative reviews and publishing fraudulent ones can be a quick way to improve a brand’s image – and grow sales. But in the end, these practices cause lasting damage.

Phony reviews mislead customers. This leads to poor purchase decisions – and unhappy customers.

What’s more, when a brand or retailer is found out (notice we said when, not if) for these unsavory practices, it can cause irreparable damage to their reputation. If consumers don’t feel they can trust a company, they’re unlikely to make a purchase.

Brands and retailers must be focused on preserving the authenticity of reviews. But why is this so important? And what actions can they take to do so?

PowerReviews recently surveyed nearly 13,000 US consumers to understand their growing concern with fake reviews – as well as key actions brands and retailers can take to preserve their authenticity. In this report, we’ll explore the key findings.

Back to Contents

Chapter 2

Research Methodology

The report that follows is based on an analysis of 12,866 US consumer responses to a survey from August 2022. Here’s a snapshot of who completed the survey.

Generations

Gen Z
(1997-present)

Millennials
(1981-1996)

52%

Gen X
(1965-1980)

36%

Baby Boomers
(1946-1964)

10%

Household Income

$0-$25,000

10%

$26,000-$50,000

20%

$51,000-$75,000

21%

$76,00-$100,000

18%

$101,000+

25%

Prefer not to say

Average Monthly Spending

Online

$1-$100

24%

$101-$250

30%

$251-$500

26%

$501-$1,000

13%

$1,001- $2,000

$2,001+

In-Store

$1-$100

14%

$101-$250

24%

$251-$500

32%

$501-$1,000

22%

$1,001- $2,000

$2,001+

Back to Contents

Chapter 3

Shoppers’ Concern with Fake Reviews

Consumers of all Ages are Concerned with Fake Reviews

When reading product reviews, just over eight in 10 (81%) US consumers are concerned about fake reviews. Concern is fairly steady across all generations.

Also of note, US consumers are less concerned about fake reviews than those in the UK. Our previous research found that 90% of shoppers in the UK are concerned about fake reviews.

Fake Reviews Concern Nearly All Shoppers

When reading product reviews from customers, are you concerned about fake reviews?

Overall

81%

Gen Z

81%

Millennials

80%

Gen X

83%

Boomers

81%

We asked respondents to rank their concern with fake reviews on a scale of one to five (with one being the least concerned and five being the most concerned). The average response was 3.00, compared to an average ranking of 3.22 for consumers in the UK.

But make no mistake: fake reviews are a concern for US consumers. After all, 85% rank their level of concern as three or higher.

How Consumers Rank Their Concern with Fake Reviews

Rank your level of concern about the presence of fake reviews on a scale of 1 to 5?

1 (least concerned)

12%

43%

25%

5 (most concerned)

17%

1 (least concerned)

40%

27%

5 (most concerned)

22%

Concern with Fake Reviews is Growing

Fake reviews have always been a concern. But headlines in the past few years have made this fraudulent content top of mind for consumers. The majority (63%) are more concerned about fake reviews when shopping online than they were five years ago. In fact, concern is growing among consumers of all ages.

Concern with Fake Reviews Has Grown in the Past Five Years

Are you more concerned about fake reviews when shopping online than you were five years ago?

Overall

63%

Gen Z

61%

Millennials

62%

Gen X

64%

Boomers

61%

US Consumers are Particularly Concerned with Fake Reviews on Amazon

There have been plenty of news articles in the recent past about the prevalence of fake reviews on Amazon. So it probably comes as no surprise that Amazon.com tops the list of sites where consumers in the US are concerned about fake reviews. This is also the case for consumers in the UK.

Where US Consumers are Most Wary of Fake Reviews

On which of the following online shopping websites are you concerned about fake reviews?

Amazon.com

84%

Walmart.com

53%

Target.com

29%

Wayfair.com

26%

Bestbuy.com

18%

Chewy.com

15%

Homedepot.com

14%

Lowes.com

13%

Kroger.com

Back to Contents

Chapter 4

The Ubiquity of Fake Reviews – and What Tips Shoppers Off

How common are fake reviews? And what red flags do shoppers look for to determine if a review is phony?

Nearly all Consumers Have Stumbled Upon a Shady Review

Fake reviews have become all too common. Nine in 10 (90%) US consumers believe they’ve read a fake review in the past. This is slightly higher than in the UK, where 87% of consumers believe they’ve read a fake review.

Most US Consumers Believe They’ve Encountered Fake Reviews

Do you think you've ever read a fake review?

90%

87%

Of note, Gen Z and Boomer shoppers are slightly less likely to suspect they’ve encountered fake reviews than Millennials and Gen X.

Prevalence of Fake Reviews by Generation

Do you think you've ever read a fake review?

Gen Z

87%

Millennials

91%

Gen X

91%

Boomers

86%

In addition, the higher the household income of a respondent, the more likely they are to suspect they’ve encountered fake reviews. This is likely because those with higher incomes shop online more – and thus have more opportunities to encounter fake reviews.

Prevalence of Fake Reviews by Income

Do you think you've ever read a fake review?

$0-$25,000

82%

$26,000-$50,000

88%

$51,000-$75,000

91%

$76,00-$100,000

92%

$101,000+

94%

Prefer not to say

89%

How US Shoppers Pinpoint Fraudulent Reviews

Most shoppers in the US believe they’ve seen fake reviews in the past. But what factors lead them to believe a review isn’t authentic?

The top factor is the wording of the review or how it’s written. This factor also tops the list among UK shoppers.

Other red flags include poor grammar, extremeness (either too positive or too negative), and a lack of specific detail.

Top Factors That Tip Shoppers Off to a Fake Review

Which of the following features in a review makes you concerned it may be fake?

Wording of reviews and/or how it’s written

67%

Poor grammar or doesn’t make sense

59%

Too extreme (whether positive or negative)

54%

Lack of specific detail

52%

The name/profile of the reviewer

27%

Wording of reviews and/or how it’s written

60%

Poor grammar or doesn’t make sense

52%

Too extreme (whether positive or negative)

55%

Lack of specific detail

53%

The name/profile of the reviewer

33%

Back to Contents

Chapter 5

How to Preserve Review Authenticity and Shopper Trust

Fake reviews are common – and that’s a big problem. After all, the presence of even a single fake review can tarnish a shopper’s trust – perhaps forever.

As such, brands and retailers must make it a top priority to preserve the authenticity of reviews.

Transparency About Review Source Boosts Trust

Reviews can come from a variety of different sources. For example, one review might be written by someone who received a free sample – while another was written by someone who purchased the product on their own.

One important way to preserve the authenticity of reviews is to be transparent about their source. Brands and retailers can do this by adding text or a “tag” to each review – which lets shoppers know the source.

It probably comes as no surprise that the “verified buyer” tag is the tag that has the largest impact on US consumers’ perception of a review. After all, such a tag is proof positive that the shopper has actually purchased the product in question.

The Tags that Impact Review Perception Most for US Consumers

Which of the following tags, if any, on review content POSITIVELY impact how you perceive that review content?

Verified Buyer

69%

Verified Reviewer

56%

Review submitted as part of sampling campaign

43%

Review submitted as part of sweepstakes campaign

14%

Staff Reviewer

13%

Shoppers Can See Through Perfect Star Ratings

Negative reviews are never the goal for brands and retailers. But a lack of negative content can raise suspicions among shoppers. As mentioned earlier in this report, if a review is too extreme – whether positive or negative – it raises red flags for over half of shoppers. In addition, a previous survey found that nearly half (46%) of consumers are leery of products with a perfect average star rating of five out of five.

Our most recent research confirmed that perfect average star ratings are rarely ideal. A mere 6% of shoppers indicate that 5.0 is the ideal average star rating for a product. The largest portion of consumers – 44% – feel that the ideal average star rating falls between 4.5 and 4.99. 42% think the sweet spot sits between 4.0 and 4.49 stars.

How Frequently In-Store Shoppers Research Products While in a Store

How often do you research a purchase online WHILE shopping in store?

Overall

Under 3.5 stars

3.51-3.99 stars

4.0-4.49 stars

42%

4.5-4.99 stars

44%

5.0 stars

Gen Z

Under 3.5 stars

3.51-3.99 stars

10%

4.0-4.49 stars

44%

4.5-4.99 stars

38%

5.0 stars

Millennials

Under 3.5 stars

3.51-3.99 stars

4.0-4.49 stars

43%

4.5-4.99 stars

43%

5.0 stars

Gen X

Under 3.5 stars

3.51-3.99 stars

4.0-4.49 stars

42%

4.5-4.99 stars

44%

5.0 stars

Boomers

Under 3.5 stars

3.51-3.99 stars

4.0-4.49 stars

36%

4.5-4.99 stars

48%

5.0 stars

Again, negative reviews shouldn’t be the goal. However, there is a positive side to them. For starters, negative reviews are an important tool many shoppers depend on to make the best purchase decisions.

Research tells us that 61% of consumers actively seek out one-star reviews. Doing so helps them determine the worst case scenario – and whether it’s something they can live with.

In addition, displaying negative reviews shows your shoppers you have nothing to hide. That transparency boosts trust – and purchase likelihood.

Back to Contents

Chapter 6

5 Key Takeaways for Brands and Retailers

These days, nearly all consumers consult reviews. But fake reviews and manipulated review footprints threaten authenticity – and consumer trust. Brands and retailers must make it a top priority to preserve the authenticity of reviews.

These are the top five takeaways from our latest survey on review authenticity.

One

Fake Reviews are Top of Mind for Online Shoppers

Reviews have become a key part of the purchase journey. In fact, research found that reviews are the top factor impacting purchase decisions.

Yet, there’s growing concern about fake reviews. Over eight in 10 (81%) US consumers are concerned with fake reviews. And 63% are more concerned about fake reviews now than they were a mere five years ago. Amazon is the site consumers are most concerned about fake reviews.

Two

Fake Reviews are All Too Common – and Certain Factors Tip Off Consumers

Nine in ten (90%) of consumers believe they’ve come across a fake review in the past. They identify fake reviews by looking for certain red flags, including wording, extremity, and a lack of specific details.

Your ratings and reviews platform should have a robust moderation process in place to spot phony reviews so they never see the light of day. Be sure to ask about it.

Three

Transparency About the Source of Reviews Preserves Trust

Consumers value reviews because it’s authentic content provided by others like them – rather than a brand trying to make a sale. One key way to preserve trust is to leverage badges that disclose the source of reviews.

For example, consider adding a badge indicating when a review was written by a verified buyer – or when a shopper received a free sample or some other incentive. For many shoppers, these badges positively impact their perception of the given review.

Four

Perfect Reviews Aren’t Ideal

Over half of US consumers (54%) say that if a review is too extreme – whether positive or negative – that makes them think it might be a fake. What’s more, a mere 6% feel that the ideal average star rating for a product is a perfect 5.0.

Consumers know that a single product can’t be all things to all people. So when they see all glowing reviews for a product, it makes them suspicious. Of course, it’s important to have a moderation process in place that flags fraudulent or inappropriate reviews. But such a process shouldn’t suppress reviews simply because they’re negative.

Negative reviews are an important tool consumers use to make informed purchase decisions. Display negative reviews – and add features to your review display that make it easy for shoppers to find them. By doing so, you’re helping your shoppers find the products that best fit their needs – while showing them you have nothing to hide.

Five

A Robust Review Moderation Process is Essential

Sure, there are certain red flags that can help you determine if a given review is fake. But preserving review authenticity at scale can be a challenge – especially considering how prevalent fake reviews have become.

If review authenticity is a priority (and it should be), turn to the experts. Here at PowerReviews, we have a comprehensive fraud detection process that combines technology and human moderation. With this process, you can keep fraudulent content off your site – and preserve the trust you’ve worked hard to earn.

Back to Contents

The Power of Reviews

Reviews are more valued by consumers than other marketing investments

Most popular shopping considerations for consumers

Ratings and Reviews are second only to price

Price

93%

Ratings & Reviews

68%

Trustworthiness of brand

51%

Familiarity with Products or Brands

43%

Family/Friends Recommendations

37%

Values of the Manufacturing Brand

22%

Search Engine Ranking

15%

Brands/Influencers on Social Media

12%

Source: 2022 Holiday Shopping Trends

Price is - unsurprisingly - the primary shopper consideration during a downturn. Reviews provide justification for high price ticket items and drive product discovery for price-sensitive shoppers open to trying something new.

Reviews pull more shoppers into your funnel...

Impact of Average Star Rating on Page Traffic

Source: UGC Benchmarks: Review Influence on Online Traffic to Product Pages

…and then convert them at a higher rate when they get there.

Conversion Lift for Product Pages with 1+ Reviews

0 %

Conversion Lift for Shoppers who Interact with Reviews

0 %

Source: Ratings and Reviews: Av. Interactor and Impression Conversion Lift

It’s not even just digital shopping journeys where reviews have impact

Factors Consumers Consider When Researching In-Store Purchases Online

Price

90%

Ratings and reviews

84%

Product information (dimensions/sizing, material, etc)

61%

In-store availability

60%

Pictures and videos from previous purchasers

43%

Professional pictures and videos from the brand

28%

Source: From Discovery to Purchase: Key Digital & Physical Influences on the Customer Journey

But… not just any review program will do.

The Importance of Recency & Volume

Consumers want quality review content, delivered frequently and in high volumes.

More reviews = more web traffic

Source: UGC Benchmarks: Review Influence on Online Traffic to Product Pages

No reviews? Big problem. Product Detail Pages (PDPs) with zero reviews account for 60% of all PDPs on the internet but only attract 12% of web traffic.

More reviews = more conversions

Conversion Lift Relative to Number of Reviews Displayed

0 Reviews Displayed

1-100 Reviews Displayed

76.7%

101-250 Reviews Displayed

143.2%

251-500 Reviews Displayed

166.4%

501-1000 Reviews Displayed

172.1%

1001-5000 Reviews Displayed

224.7%

5000+ Reviews Displayed

292.6%

Source: The Power of Review Volume & Recency

Stale reviews are a big shopper turn off

How important is the recency with which reviews are written to you when considering buying a product?

Source: The Power of Review Volume & Recency

Customers want reviews with detail

The Vast Majority of Consumers Go Beyond the Basics and Read the Actual Review Content

Source: Beyond the Basics: Key Information Shoppers Look For in Product Reviews

Reviews have become the single most important factor influencing purchase decisions, even above price. A vast majority (86%) of shoppers say they simply won’t buy products without reading reviews first.

By now, most brands understand the power of reviews. Getting and displaying reviews is table stakes. The real differentiator is knowing how to get more from your reviews.

Have you collected enough reviews for all of your products?
Are those reviews recent enough to be relevant?
Do your reviews contain the content your customers want to see?

To answer questions like these, you need review analytics. Read on as we share ten review collection metrics you should be watching, why they matter, and how to improve yours.

1. Overall Review Coverage

What is it?

Review coverage describes how many of your products have at least one review.

Why it matters:

Simply interacting with ratings and reviews lifts conversion by 120.3%, so you want to have reviews for all of your products. Plus, 80% of consumers say they’re less likely to buy a given product if it has no reviews, including 44% who say they simply will not buy a product without reviews.

Impact of No Reviews on Purchase Likelihood

If there are no ratings and reviews for a product, would you be less likely to buy it?

Overall

80%

Boomers

70%

Gen X

78%

Millennials

86%

Gen Z

90%

How to improve yours:

Email is one of the most effective ways to consistently generate new reviews, so implement a post-purchase email campaign to follow up with customers after every purchase. To ensure new products launch with reviews, run a sampling campaign.

2. Review Coverage by Product

What is it?

Review coverage by product describes the average number of reviews you have per product.

Why it matters:

Review volume is important to consumers, with 79% of consumers “always” or “regularly” considering it when reading reviews. There is a direct, linear relationship between the number of reviews a product has, and the conversion lift it experiences. Over half (55%) of consumers say a product must have at least 25 reviews for them to feel comfortable making a purchase.

Conversion Lift Relative to Number of Reviews Displayed

0 Reviews Displayed

1-100 Reviews Displayed

76.7%

101-250 Reviews Displayed

143.2%

251-500 Reviews Displayed

166.4%

501-1000 Reviews Displayed

172.1%

1001-5000 Reviews Displayed

224.7%

5000+ Reviews Displayed

292.6%

How to improve yours:

Review your analytics to see which products fall below your average review coverage. Then spin up dedicated campaigns to boost review numbers for those products.

3. Review Recency

What is it?

Review recency refers to how old your most recent product reviews are.

Why it matters:

Review recency may be even more important than review volume, especially when purchasing a new product or brand. 64% of consumers say they would be more likely to buy a product with fewer, more recent reviews than one with a large volume of reviews older than 3 months. How recent is recent enough? Roughly half of consumers prefer to see reviews written within the last month.

Consumers Value Review Recency for a Number of Reasons

Which of the following reasons explain why when a review was written is important?

More accurate indicator of quality of the product

70%

Makes me feel more confident about my purchase

54%

Makes the review more relevant to me

53%

Recent reviews are more trustworthy

23%

How to improve yours:

Send post-purchase emails at the right time. We recommend 7 days later for seasonal products, 14 days for perishable and soft goods, and 21 days for hard products. This way, the product is still fresh in their minds, but the consumer has had sufficient time to provide a thoughtful review.

4. Review Length

What is it?

Review length refers to the character count of your reviews.

Why it matters:

Consumers overwhelmingly find longer reviews to be more helpful because they contain richer detail and more relevant information. They also tend to contain more keywords, which gives your SEO a nice boost. Our research shows that reviews of 500 characters or more have the largest impact on conversion rate.

Conversion Rate of Visitors that Engaged with Each Feature

Highest Rating

157.8%

Lowest Rating

105%

Images

167.3%

"Most Helpful" Reviews

192.1%

Most Recent Reviews

80.9%

Oldest Reviews

107.3%

How to improve yours:

Add a character counter to your review form. Inspire shoppers to keep writing with encouraging phrases like “Keep going!” and a green progress bar.

5. Reviews by Source

What is it?

This captures the sources through which you have collected reviews, such as email, social, SMS, or organic traffic.

Why it matters:

It’s important to know which channels are your top-performing for review collection, so you can focus your efforts in the places that generate the most reviews. By the same token, if you notice that one channel is underperforming, you can look into it and see what you can do to improve review collection.

How to improve yours:

Keep an eye out for trends. Do certain channels drive more positive or more negative reviews? Do some channels, such as text, generate shorter reviews? Consider optimizing your Write-A-Review form or provide yes/no questions they can answer.

6. Reviews by Incentive

What is it?

This describes the incentive programs you use to collect reviews, such as loyalty points, sampling, or sweepstakes.

Why it matters:

Nearly three-quarters (73%) of consumers say they need an incentive to be motivated to write a review. The top incentives include receiving a product for free or before it’s available to the public, or earning discounts or loyalty points with a store or brand. It’s good to track the success of your different incentive campaigns so you can determine which type of incentive is most persuasive to your particular customer set.

Incentives Leading to Review Submissions

Receiving the Product Free of Charge

91%

Receiving a Product Before It's Available to the Public

85%

Discounts with Store or Brand

67%

Loyalty Points with Store or Brand

59%

How to improve yours:

Pay attention to how different incentive campaigns affect your review generation and ratings. If one is particularly successful, you may want to regularly run that type of incentive program throughout the year.

7. Review Form Submission Rate

What is it?

This captures how many reviewers actually complete their review, out of how many started writing a review.

Why it matters:

In many ways, the usefulness of your reviews hinges on the success of your Write-a-Review form. Analyzing your form submission rate can reveal potential issues, such as whether the form doesn’t work as well on mobile devices or for certain products.

How to improve yours:

Keep an eye on your review form submission rate. If it suddenly drops on a certain day, or for one type of device, something may be broken. If the review submission rate is much lower on certain products, it may be that some of the questions feel less relevant to that product. You can also experiment with a shorter review form — or making more questions optional — to increase your submission rate.

8. Review Questions

What is it?

This captures the response rate for individual questions on your review form.

Why it matters:

To make their reviews more helpful to customers, many brands and retailers opt to add optional questions to their review form, beyond the standard star rating and blank text box. This is something we always encourage as it improves review quality – which shoppers value highly. However, you want to ensure you are asking the right questions. One way to tell is by seeing the average response rate for these questions, and the average star rating that corresponds with each one.

How to improve yours:

Pay attention to trends with your review questions. If certain MSQs correlate with lower star ratings, that may indicate a product quality issue you need to deal with to improve your ratings — or you may just need to rephrase that MSQ. If you have a hunch you have too many questions on your review form, consider removing some of the less-answered MSQs and see how that impacts your review submission rate.

9. Review Observations

What is it?

Review observations are rules you set that automatically prevent some content from being published, such as reviews containing profanity or personally identifiable information (PII).

Why it matters:

An important part of review content moderation is preventing profanity, PII, and other problematic content from getting published. However, sometimes a reviewer includes some of this content by mistake, like PII — and that can be easily fixed by improving the instructions on your review form.

How to improve yours:

Pay attention to which observations show up often. If you see a lot of PII appearing in your unpublished reviews, consider updating your review form instructions and reminding people not to include PII like their name or location.

10. Review Trends

What is it?

Review trends describe trends in your native review collection, such as how your star rating, review collection, and review length are trending over time.

Why it matters:

Having a bird’s-eye view of how your review collection is going can help you identify potential issues or opportunities. For example, does your review collection soar or slump during certain times of the year?

How to improve yours:

Stay ahead of negative reviews by responding to changes in review trends. If your rating goes down, read the reviews to understand why. If you notice a dip in review length, update your character counter. If you identify slow periods, proactively run a sweepstakes or sampling campaign during that time of year.

Optimize your review collection efforts with review analytics

Review analytics can be the game changer between a decent reviews strategy and an outstanding one. By analyzing your review collection, you can unlock essential insights and discover opportunities to generate more impactful reviews.

If you’re a current PowerReviews customer, you can access all of these metrics in your reporting for free. Not yet a PowerReviews customer? Learn how we can help you do more with UGC.

Savannah Claspell

Power Points

Consumers value visual UGC across product categories, from food and beverage to health and beauty.
One of the easiest ways for brands to generate visual UGC quickly and consistently is with social curation.
Social curation – or the process of sourcing real-life imagery and videos of your products from social channels like Instagram – can help brands establish trust, lift conversions, and stimulate product discovery.

From window displays to television commercials, shoppers have always placed a high value on visual content. That’s not anything new. We’re visual creatures, after all.

What is new is the type of visual content shoppers value. User-generated visual content has become increasingly important to consumers. 94% of shoppers seek out visual UGC at least sometimes. One in four shoppers always seek it out.

“But aren’t our photos enough?” you may ask. No, they’re not. Today, 80% of consumers say photos from other customers are more valuable than those provided by brands or retailers. That’s a big increase from five years ago, when only 44% felt this way.

What’s more, 54% of consumers say company-generated product photos are “unhelpful” and actually dissuade them from buying.

Fashion brands have embraced the power of UGC for years, mining their social media channels for customer images to share on their own websites and marketing materials.

We have a newsflash for you: this process, which is known as social curation, is no longer just for fashion brands. Increasingly, consumers expect to see visual UGC content across product verticals. Nearly 40% of online grocery shoppers, for example, seek out customer-submitted imagery and videos. From CPG to health and beauty, consumers want to see more imagery from other customers.

Read on as we explore the power of social UGC for non-fashion brands, complete with real-world examples.

What is social curation?

Social curation is the process of sourcing product images posted by your customers on Instagram, and then displaying it through your own website to provide social proof and lift conversions. Here’s how it works.

88% of consumers specifically look for visuals (such as photos or videos) submitted by other consumers prior to making a purchase.

Step 1: Choose your collection criteria

The first step is choosing how you’ll collect the images from social media. With PowerReviews, you can designate certain @mentions, @tags, and #hashtags to source content from, such as mentions of your brand name or a campaign-specific hashtag.

It can be helpful to be specific with this (e.g. #BrandNameLove vs. #OOTD), as that ensures you generate more relevant content that actually features your products. For example, Duraflame uses the hashtag #BetterByTheFire:

Step 2: Get permission

You’ll need to get permission from consumers before using their photos or videos across your website or in other marketing materials. Work with your legal team to establish a Terms and Conditions page, and link to this page whenever you ask for permission.

Always be sure to attribute your customers’ content to them, such as linking to their Instagram page or including a caption like “Photo courtesy of [insert Instagram handle]. Here’s an example from Janie and Jack:

Power Pro Tip Does your brand partner with influencers? With PowerReviews Social Curation, you can whitelist their content to force grant permissions and get it displayed on your website that much faster.

Step 3: Encourage customers to post

Once you’ve taken care of the legal p’s and q’s, it’s time to promote your campaign. Encourage customers to post photos with your products via email campaigns, social media posts, product packaging, billboards, and anywhere else you communicate with your customers. Give them some tips for how you want them to post, such as the hashtag they should use, and to be sure they’re actually featuring your products in their post. Here’s an example from Benefit Cosmetics:

Step 4: Reshare the images on your channels

Next, it’s time to put that social content to work! Once you have your customers’ permission, you can reshare their images on your:

Product pages
Home page
Category pages
In-store displays
Marketing emails
Advertisements
Social media channels

Step 5: Analyze your performance

Want extra credit? Monitor the performance of your social content. Who are your top creator contributors? What products are featured more, or less, often? How is the photo quality? Knowing the answers to these questions can help you find ways to improve your campaigns and collect more effective social imagery.

5 powerful benefits and use cases of social UGC

How important is social imagery, really? Visual media is so important to consumers that they overwhelmingly rate images as the most valuable part of any individual review, even above the review length, title, and aggregated pros and cons lists.

Consumers Value Many Aspects of Individual Reviews

Which of the following types of detail included within individual reviews do you find useful or would find useful when reading them?

A picture/image of the product from someone who has used it

65%

Longer, more descriptive reviews

59%

Stories and accounts that relate to and are consistent with how you intend to use the product

57%

Aggregated pros and cons pulled from all the reviews submitted

54%

“Most positive review” vs “most negative review” pulled from all reviews submitted

45%

The tag/badge signifying how the reviewer obtained the product

42%

A video of the product from someone who has used it

36%

Demographic profile information

19%

Longer, more descriptive title

17%

Let’s take a look at some of the value brands and retailers can derive from curating and sharing social UGC.

1. Generate more conversions and sales.

More than half of consumers say imagery provided by previous purchasers is a top factor influencing their purchase decision. When people interact with visual UGC, their conversion rate doubles. Our latest data shows a 106.3% lift in conversion among visitors who interact with user-generated imagery on a product page. That’s a significant increase from the conversion lift of 91.4% found the year prior, indicating the increasing impact of user-generated imagery on purchase behavior.

Imagery interactions that are particularly impactful on conversion include:

Clicking on the image gallery (110.7%)
Clicking to view the next image/video (103.6%)
Clicking to see the previous image/video (96.4%)

Further, our research shows that consumers who spend more online are more likely to “always” seek out visual content within reviews. 35% of consumers who spend $2,000+ online each month always seek out visual content within reviews, compared to 20% of those who spend $250 or less monthly.

Benefit Cosmetics curates photos from their own social feed featuring real customers. They include the precise shade and product used in each image, enabling shoppers to see how the different shades look on different people.

2. Provide the authentic content consumers crave.

57% of shoppers read reviews to find imagery or photos of the product from a real-life shopper. Several of the top reasons consumers value visual UGC speak to authenticity:

Top Reasons Consumers Value User-Submitted Photos and Videos

To see what the product looks like in real life

86%

To get a better sense of the size or sizing of the product

75%

It’s more authentic and “real” than standard brand-created imagery

65%

To understand how the product performs

58%

To see if the product fits your own personal need

56%

It creates trust in the product and/or brand

42%

Visual UGC that is collected from social media authenticates your marketing claims and provides powerful social proof. Not only are your customers willing to write a rave review, they’re so passionate that they’re happy to promote your brand on their social media pages.

There’s another added benefit to social image curation. Almost everyone, whether or not they’re an influencer, treats their social media like they are an influencer. That means you get to collect influencer quality content without the pricey cost of maintaining an influencer relationship.

Here are two examples of social UGC, one from a beauty influencer for Babor and another from an everyday customer of Soylent. Both are persuasive and feature the product in an authentic light.

3. Make inroads with younger demographics.

Visual UGC is especially important to younger consumers, with 91% of Gen Z’ers and 84% of Millennials always or regularly seeking it out. In fact, a third of Gen Z shoppers and nearly a quarter (21%) of Millennials won’t purchase a product if there is no visual content from people who previously bought it.

Soylent recognized that social media is the essential medium for targeting a younger audience. The brand found that 100% of customers who go to their site look at their image gallery. This knowledge has helped them grow their business, launch new flavors, and expand to new retailers.

4. Share recipes and inspiration.

With all of the food influencers out there, there is a huge opportunity for CPG and grocery brands to pull in their content to their product pages. These creators dream up yummy recipes and show off the results on social media. By curating images like these from social media, your brand can inspire other shoppers.

Canyon Bakehouse’s product pages are filled with the types of images we’re talking about. They feature their customer’s delicious creations on the product pages, offering different ideas for how shoppers can use their gluten-free bread. “Social curation has allowed us to add a lot of color and credibility to the product display pages on our site,” shared Katie Pusateri, Marketing for Canyon Bakehouse.

5. Stimulate product discovery and inspire purchases.

With social curation, you can display shoppable customer image galleries on your site wherever you need to provide social proof, enable product discovery, and inspire sales.

You can reuse these images in marketing materials across your website and email. You can even get really meta and showcase reviews in your social media, only to curate those same images right back on your product page, like Indie Lee does. It’s like the movie Inception for UGC!

The #1 reason shoppers value visual UGC is to see what the product looks like in real life. Another popular reason is to understand how the product performs. By curating images from social media that include their branded hashtag, Beauty Brands enables shoppers to easily see how their product works for a wide range of hair colors, styles, and lengths. This helps build trust and inspire purchases for a wider range of shoppers than a simple product photo gallery could ever provide.

How to gather more social UGC

How many images is enough? You can never have too many images. Fortunately, when you’re collecting images from social media, you tap into an endless supply of creative and beautiful imagery created by real customers.

If you’re looking for hard numbers, though, check out our latest benchmark study on visual UGC. Independent of vertical, the average product has 12.8 images or videos. However, what’s typical can vary by vertical. The typical food and beverage product has 14 images or videos, on average, while CPG products have 20 images or videos, and health & beauty products have 23 images or videos.

The key, of course, is to have strong visual UGC coverage across all your products. Get started with these four tips for getting the most out of your visual UGC.

Reward reviewers for adding a photo or video.

From free samples to free discounts, up to 86% of customers need an incentive to leave a review.

Make your galleries easily searchable.

Over three-quarters (77%) of shoppers find filtering options useful when browsing review content. Include a filter for reviews that feature visual UGC.

Include social links in your review form.

Make it easy for reviewers to add social UGC, by letting them upload photos from their Facebook or Instagram page.

Use social curation.

With PowerReviews Social Curation, brands and retailers capture 221% more images and videos. You can collect images posted with specific hashtags, from both your brand and customers. Suja Juice includes images from their brand account as well as fans in their review snapshot.

Unlock the power of social UGC

Social media is not just for sharing; it’s for selling. The brands who recognize this have a clear competitive advantage. They’re the ones who are collecting native content from their customers, showcasing it on their site, and leveraging it to boost sales and engagement. Adopt an image-first mindset today, and watch as your brand connects with – and sells to – customers better than before.

Kylie Sheehan

Kylie Sheehan is an Enterprise Customer Success Manager at PowerReviews. When she's not helping her clients optimize their Ratings and Reviews strategy to help them grow their sales, you can find her doing home renovation projects (and spending the majority of her time at Target and Home Depot)!

Are Your PDPs Built for Conversion?

According to Digital Commerce 360, more than 20% of consumer spending in the first quarter of 2022 occurred online. Even in-store shoppers are doing plenty of online research before making a purchase decision.

At the same time, brands and retailers face steep competition – regardless of category. Brands and retailers must work hard (and smart) to attract and convert shoppers who have more choices than ever before.

If you’re like most brands and retailers, you likely invest plenty in SEO and digital initiatives to drive more traffic to your dot com. But what happens when someone clicks through and lands on one of your product pages?

While click-through is an important metric, conversion is the ultimate goal. Brands and retailers, therefore, need to ensure their product details pages provide all of the information shoppers need to make confident purchase decisions – regardless of the device they’re using to shop.

In this guide, we’ll discuss why it’s critical to continuously optimize product details pages – as well as the 10 key ingredients of PDPs that convert (with real-life examples of these ingredients in action).

PDPs: The Starring Character in the Conversion Story

Typically, a consumer doesn’t start the purchase journey on a PDP. Instead, they might start their search on Google, see a digital ad while scrolling through their favorite website or social media channel or do a search on a brand or retailer’s website.

Once the consumer clicks through, it’s the PDP that makes or breaks the sale.

Great Product Pages Increase Conversion

One of the downsides of online shopping is that consumers can’t see and touch a product prior to purchase. Instead, they depend on the PDP to get an accurate picture of what to expect from a product. Great PDPs give shoppers all the information they need. This increases their confidence – and their likelihood of making a purchase.

Great Product Pages Decrease Returns

Returns are a thorn in the side of all brands and retailers. However, returns are especially common when merchandise is purchased online. In fact, CNBC reports that the average return rate for online purchases is nearly 21%.

A great product page sets realistic expectations. That way, there are no surprises when the item arrives in the mail. And that means customers are less likely to make returns.

Great PDPs are Table Stakes – But Many Businesses are Falling Short

The best PDPs equip shoppers with the information they need to make confident purchase decisions. But the harsh reality is, many PDPs are falling short. According to Baymard research, a mere 18% of the 141 top-grossing US and European ecommerce sites have what they deem to be “good” or “acceptable” product page UX performance.

The Ideal PDP

PDP optimization must be a top priority for any brand or retailer that sells online. But what exactly does an “ideal” PDP look like?

The short answer is, there is no single PDP formula that’ll work for every brand and retailer. Instead, it depends on a lot of factors including the product type and industry, among others.

That said, there are certain commonalities across all of the best product details pages. Here’s a bird’s eye view of what “good” looks like.

Mobile Friendly
A Descriptive Title
Detailed Written Description
Size and Sizing Information
Cost
Shipping and Returns Information
Visual Content
UGC Preview
Review Display
Q&A

In the following sections, we’ll dig deeper into each of these 10 key ingredients.

Mobile friendly

Descriptive Title

Detailed written description

Size and sizing information

Cost

Shipping and Returns Information

Visual content

UGC preview

Ratings and reviews

Questions and answers (Q&A)

1. Mobile Friendly

According to Insider Intelligence, retail mobile commerce reached $359.32 billion in 2021, a 15.2% year-over-year increase. By 2025, retail m-commerce is expected to reach $728.28 billion and account for just over 44% of total retail commerce sales in the U.S.

It’s critical to ensure your product pages are easy to view and navigate, regardless of the device a shopper is using.

In fact, ALL components of the product page – including imagery and user-generated content (more on that later on) should be mobile-friendly.

The bottom line is that shoppers must be able to easily find and consume the same product information on a mobile device as they can while browsing on a computer. Brands and retailers that fail to optimize for mobile are certain to lose the growing number of shoppers who browse and buy directly from a mobile device.

2. A Descriptive Title

A descriptive title is the foundation of a great PDP. A great title impacts where (or if) your product page appears in search – which is where many shoppers start the purchase journey. Plus, a well-written title can provide a lot of upfront information to shoppers. This helps them determine whether the product fits at least their initial search criteria. If a product does fit that initial criteria, an informative (yet concise) title) can entice more shoppers to scroll to learn more.

This PDP features a descriptive title that lets shoppers know the flavor, size and quantity of the product. It’s easy for them to see exactly what they’ll get – even without reading the full description.

The title on this product page for coffee lets the shopper know the type of roast – as well as the flavors it has. If the shopper is a fan of baker’s chocolate, red wine, and spices, they’ll scroll on to learn more. Otherwise, they’ll take their search in a different direction.

Shoppers get a lot of information from the title on this PDP for shorts, too. They can see that the shorts are five inches in length (an important search criteria for many shorts shoppers) – and they’re good for everyday wear.

3. Detailed Written Description

The product description tells the story of your product, highlighting the important features – and how they benefit customers. The best written descriptions give shoppers all the information they need to make smart, confident purchase decisions. Research from Salsify found that 87% of shoppers place a high value on product descriptions as a key factor for making purchase decisions.

As an added bonus, clear, detailed, well-written product descriptions can positively impact how high your product pages show up in search results. That means more shoppers will land on your PDPs when starting the purchase journey on Google or another search engine.

There’s no set formula of what should (or shouldn’t) be included in a written product description, as it varies from brand to brand and even product to product. However, there are a few best practices that apply across all product categories. For starters, use a conversational writing style that’s easy for shoppers to read.

In addition, remember that large blocks of text are challenging to read – especially for the growing number of consumers who are browsing and buying on a mobile device. As such, consider using lists, bullet points, visual icons, and other techniques to break up text and make it easier to read. For example, both of these PDPs use bullet points to list out the main features of products.

This is another home and garden PDP that also uses bullet points to convey the key features of the product. The brand also uses graphic icons to chunk the text into easier-to-read sections.

This shoe brand also does a great job conveying a lot of information – but doing so in a way that’s easy to scan and not visually overwhelming. There’s a short introductory paragraph at the top, followed by product highlights, key features, and design details that are easy to scan.

Some brands and retailers break up the product description into multiple sections so shoppers can hone in on the details that matter most to them. For example, this brand has multiple tabs on its PDPs, including a description, information about use, and ingredients.

These two PDPs take a similar approach, with expandable sections for things like usage instructions and product ingredients.

4. Size & Sizing Information

Online shoppers return merchandise for many reasons. But size or sizing concerns rise to the top. According to Narvar, 42% of consumers made their last return because of size and fit issues.

Size is important across many product categories – but perhaps the most obvious is clothing and shoes. If a product doesn’t fit correctly, a shopper is likely to return it. What’s more, many shoppers engage in bracketing, which is the practice of buying multiple versions of an item (in this case, multiple sizes), trying them at home, and returning what doesn’t work. This, of course, causes headaches (and unnecessary costs) for brands and retailers.

Size matters for other categories, too. For example, a consumer needs to be sure a coffee table will fit well in her small living area. Or, a consumer may be disappointed (and make a return) when a bottle of face cream ends up being smaller than expected.

When shopping online, it can be difficult for shoppers to assess size and sizing. But the right tools on the product page can ensure the shopper chooses items that fit their size or sizing criteria, which increases customer satisfaction (and decreases returns and negative reviews).

Size Charts and Dimensions

At a bare minimum, brands and retailers must include product measurements and size charts on their product pages.

For example, this apparel page includes a “fit & sizing” section to provide details about how the item is intended to fit.

They also provide a sizing chart on each product page. Finally, they provide tips for measuring to determine the appropriate size.

This home and garden retailer, on the other hand, includes comprehensive product measurements so shoppers can ensure the product fits in their space.

Room & Board is another example of a home retailer that makes it easy for shoppers to visualize the size of an item.

Interactive Size and Sizing Tools

Many customer-centric brands and retailers also include innovative, interactive tools on their product pages to help ensure shoppers find the products that are the best size and fit.

For example, this shoe brand leverages a tool that collects information from the shopper – including the size they wear in other brands. Based on this information, the tool recommends a size for the shopper to purchase.

This retailer, on the other hand, leverages AI to allow shoppers to snap a photo of their space – and see how the item will look in it.

User-Generated Content

User-generated content including reviews and imagery (both of which we’ll explore in more detail later on) can help shoppers understand size and sizing sight unseen – and choose the products that are the best size and fit.

Some brands – including children’s clothing brand Janie and Jack – ask reviewers to include information in their review about how the product fits upon arrival. Then, the brand aggregates this data and includes a size and fit summary in the review display. Based on the reviews for this product, we can see that this item typically is found to be slightly large.

Some brands and retailers also ask reviewers to include details such as height and body type. Shoppers can then filter reviews to find feedback written by those with similar characteristics to them. For example, on this brand’s site, visitors can filter to see reviews written by those of specific heights and weights.

The right photos and videos (both brand supplied and consumer generated) can also help shoppers understand the size or sizing of a product. For example, some apparel brands and retailers include photos featuring models of different shapes and sizes to help shoppers beter gauge how an item looks on someone with a similar body type.

Some brands and retailers list a height and weight for the models – as well as the size item they’re wearing.

If the brand or retailer showcases user-submitted photos, shoppers can also browse this content to find content from those with similar body types.

Imagery can also help shoppers understand the scale of a non-clothing product. For example, this cosmetics brand includes a photo of peoples’ hands holding bottles of the skincare product. This can be a more effective way than dimensions alone for consumers to visualize scale.

As another example, this home brand includes a video of a couch with a person (along with their height measurements) on it to help shoppers understand scale.

We’ll explore the importance of featuring photos and videos on your product pages in more depth later on in this guide.

5. Cost

Consumers consider many factors when weighing a purchase decision. It probably comes as no surprise that price is one of the top ones. Our research found that 91% of consumers consider the price of an item when deciding whether or not to buy it.

Yet, according to Baymard, 60% of consumers say they’ve abandoned an online purchase during the checkout process because the extra costs were too high.

Be sure to make pricing information prominent on your product pages. And be transparent about any extra costs, including shipping or other fees.

For example, shoppers considering this brow pen can easily see that the item is $22 – and that unless they spend over $45, they’ll have to pay for shipping too. Shoppers can also see that it’s an option to pay for this product in installments.

This electronics brand is also very transparent about pricing. Shoppers can clearly see that the item is $999.99, includes free shipping, and can be paid for in $91 monthly installments.

When costs are clearly featured on the product page, there are fewer surprises at checkout. And that means fewer abandoned carts.

6. Shipping and Returns Information

According to research from Navar, 35% of consumers won’t make a purchase if they’re not sure when the item will arrive. And 39% won’t buy if they can’t easily find the return policy.

In order to increase conversion, brands and retailers must make shipping and returns information prominent on product pages.

This electronics brand makes it clear that buyers will get free two-day shipping. They even go so far as to display the exact date the item will arrive.

This specialty retailer includes an entire section on product pages devoted to shipping information. This section lets shoppers know how quickly items leave the warehouse and how long transit time is, based on the selected shipping method. They also include a list of addresses they’re not able to ship to, which can eliminate frustration during the checkout process.

This apparel brand displays the text “shipping and returns” on their product pages. If a visitor clicks through, a pop up appears with detailed information about shipping costs and procedures for returns.

This product page on a beauty brand’s website is another great example of clear shipping and returns information. Visitors can input their zip code and get an exact date of when they can expect the product to arrive.

If the visitor scrolls down further, they can find an entire tab dedicated to shipping and returns information.

Clear, accurate shipping and returns information gives shoppers confidence that they’ll receive their product in time – and that if it doesn’t work out, they can return it. It’s essential to include this information on your product pages so shoppers can easily find it.

7. Visual Content

When consumers are shopping online, they don’t have the opportunity to see a product in person prior to purchase. As such, most depend on visual content to understand what a product looks like – and whether it’ll suit their needs and preferences. Our research found that 86% of shoppers always or regularly seek out photos and videos prior to making a purchase.

Professional Photos and Videos

Prominently showcasing professional photos and videos on your product pages is a great start. Be sure your imagery clearly showcases various details of your products.

This product page for a beauty product is a great example. The brand-provided imagery includes not only a photo of the lotion in its packaging, but also a couple images of the product itself to help shoppers understand consistency.

Great professional photography can help online shoppers understand what a pair of shoes looks like from a variety of different angles.

Imagery on apparel PDPs can help shoppers get a better idea of the details of the product – for example, pockets and seams. And, as we covered earlier, if a brand or retailer showcases multiple models on their apparel PDPs, it allows shoppers to get a better idea of what an item of clothing looks like on different body types.

User-Generated Visual Content

Professional photography is important. But for many shoppers, it’s no longer enough.

Research tells us that 77% of consumers always or regularly seek out visual content from others who have already purchased a product. What’s more, 80% of consumers indicate that photos from other consumers are more valuable than those from brands or retailers.

Consumers are smart. They know that professional photos and videos are taken to show a product in the very best light. User-generated content, on the other hand, is more authentic. It allows shoppers to get a better idea of what a product looks like when it’s being used by a real person “in real life.” This content can boost confidence – and conversion. A recent analysis found that there’s a 106.3% lift in conversion among visitors who engage with user-generated visual content, when compared to those who don’t.

As such, the best brands make it a priority to collect photos and videos from their customers – both alongside reviews and from social media. And, they prominently showcase this content on their product pages. A best practice is to display user-generated visual content in an imagery carousel. Doing so is an important way to meet shoppers’ expectations – and drive sales. After all, our recent analysis found that there’s a 106.3% lift in conversion among visitors who interact with user-generated imagery on a product page.

User-generated visual content can help shoppers imagine the possibilities of an otherwise mundane product. As an example, check out this product page for bagels. The brand showcases a photo of the bagels in their packaging, which certainly lets shoppers know what the product looks like. However, the photos and videos submitted by other shoppers let site visitors see all the unique and delicious creations that can be made with the product.

User-generated imagery can also help shoppers understand how an item that looks different on different people (think clothing or makeup) will look on someone similar to them.

For example, a shopper seeking out makeup can browse the imagery on this product page to find consumers with similar skin tones and types.

User-generated imagery can also inspire shoppers. And this inspiration can lead to cross-sales.

For example, someone considering this cardigan might check out the photos from previous customers and see one styled with a particular shirt. So, they add both items to their cart.

Showcasing both professional and user-generated imagery allows your customers to more easily identify the products that best fit their needs. This leads to greater satisfaction, more positive reviews, and fewer returns.

8. UGC Preview

Increasingly, consumers seek out user-generated content. The onus is on brands and retailers to make it as easy as possible for their visitors to find.

It’s best practice to include a UGC preview (also referred to as a snippet) at the top of product pages. Typically, such a preview includes a summary of the UGC available for the product. This entices shoppers to dig deeper to learn more – and eventually convert. Our analysis found that there’s a 164.3% conversion lift among consumers who click through the snippet.

Typically, the UGC preview includes information like the average star rating and review count. Let’s take a look at some examples of ideal UGC previews.

This CPG brand displays the average star rating and review count right at the top of each product page, enticing shoppers to click through to the entire review display.

The pet food PDP also has a UGC snippet – right at the top of the product page.

By featuring a UGC snippet at the top of each page, you’re making it as easy as possible for shoppers to find this content. Then, they can dive deeper into the review display – and gain the confidence they need to make a purchase.

9. Review Display

Today, nearly all consumers seek out reviews at least sometimes. And, 86% don’t purchase products online without reading reviews.

What’s more, a recent analysis found that visitors who interact with ratings and reviews convert at a rate that’s 108.3% higher than average. Certain features of review displays can boost conversion even more.

The review snippet we explored in the previous section is a great starting point. But, it’s not enough. That’s because our research found that nearly all shoppers (99% to be exact) look beyond this basic information and read the actual review content at least sometimes.

It’s important to develop a review display that makes it easy for shoppers to surface that content that’s most relevant to them.

Review Snapshot

Research from Baymard tells us that users rely more on the ratings distribution summary than the individual reviews. But nearly half of ecommerce sites don’t have such a summary. And of those that do include a distribution summary, 39% aren’t clickable.

A good review snapshot gives shoppers a high level overview of the reviews available for a given product. And, it can serve as a launching point for the shopper to find reviews that speak to their needs and use cases.

In this example, the shopper can see the average star rating, the number of reviews, the percentage of customers who would recommend the product, and how the reviews are distributed among the different star ratings. Visitors can click on each star rating to see only the reviews with that particular star rating. This particular snapshot also lets shoppers see the most liked positive review alongside the most liked negative review, which is a great way for visitors to quickly understand the upsides and downsides of this product. They can also quickly see the pros, cons, and best uses and click on any of those categories to see the reviews that speak to these features.

This review snapshot for a financial services brand includes many of the features of the other examples we shared. One unique thing about this display is that the brand asks reviewers to include their age range and state. Then, in the snapshot, they indicate the number of reviews available for each age range and state option. Shoppers can click on a specific state or age range to see content that matches these criteria.

Sort, Filter and Search Capabilities

Typically, a shopper won’t read every single review available for a given product. Instead, they want to quickly find the content that’s most relevant to them.

The best review displays include features that allow visitors to sort, filter and search to find relevant content.

On this review display, the shopper can sort reviews by a number of different factors, including star rating, recency and the availability of imagery. They can also do a search for content that includes a specific word or phrase.

This beauty brand’s PDPs also feature robust sorting and filtering features. In addition to being able to filter by star rating, visitors can also filter by best use – as well as the age range and skin tones of the reviewers.

Reviewer Details

Consumers trust reviews because they’re written by others like them. In order to preserve authenticity and trust, it’s a best practice to include details about who wrote reviews. This might include badges indicating if a shopper is verified buyer or verified reviewer – or if they received a free sample. It might also include demographic details (including age and location) and personal preferences (such as style or flavor preferences) of the shopper.

For example, it’s clear this review was written by a consumer in Florida who is between the ages of 26-35 and received a sweepstakes entry in exchange for writing a review.

This review, on the other hand, was written by a customer who describes their style as modern – and is a verified buyer. We know for certain she purchased the product in question.

This review for a coffee product was written by a verified buyer from New York who prefers dark roasts and drinks hot coffee.

10. Q&A

In-store shoppers can seek out a sales associate if they have questions. Obviously, online shoppers can’t. It’s essential for brands and retailers to provide a means for online shoppers to get their questions answered, as 55% of shoppers will abandon an online purchase if they can’t get a quick answer to a question.

The best brands and retailers feature a questions and answers (Q&A) section on their product pages, which allows visitors to browse questions that have already been asked – and submit their own. It’s an important tool that helps online shoppers gain confidence – and it increases their likelihood of making a purchase…a lot. Research tells us that nearly all (99%) of consumers read Q&A at least occasionally, when it’s available. What’s more, there’s a 194.2% lift in conversion among visitors who interact with Q&A on a product page – making it the most impactful form of UGC on conversion.

As an added bonus, the presence of Q&A is proven to increase traffic to product pages.

Q&A Display

Before submitting a question, many consumers browse through existing questions to see if someone has already asked something similar. It’s important to build a Q&A display that makes it easy for visitors to sift through existing questions.

In this Q&A display, visitors can sort existing questions by factors including recency and number of answers. Shoppers can also easily search for questions that include certain keywords or phrases.

Information about the Responder

Some brands and retailers answer all Q&A internally. Others allow answers from multiple sources, including product experts and consumers who already own the product in question.

For the sake of transparency, it’s important to indicate who it was that provided each answer. Previous research tells us 82% of shoppers pay attention to the small print detailing who provided a Q&A response.

For example, this question submitted on a beauty retailer’s website was answered by the brand that makes the product.

Question Submission

If a visitor can’t find a similar question to theirs, they may submit their own. Our research found that 68% of shoppers have left a question in the Q&A section of a PDP.

It’s key to make it easy for shoppers to submit their own questions. Our friends at Skechers find that the typical conversion rate among those who ask a question and receive an answer via Q&A is 80%! As such, they include a button to submit a question right at the top of the Q&A display.

Optimize Your PDPs

Landing on a product details page is the pivotal moment of truth. It’s on these pages that shoppers determine whether they’ll purchase a given product – or keep looking.

It’s key to ensure your PDPs are buld to convert. Of course, there’s no set PDP formula that guarantees increased conversion for all brands and retailers. Rather, it varies by brand and category, among other factors.

However, the key ingredients we explored in this guide are a great starting point.

It’s imperative to measure PDP performance on a regular basis. Then, use these insights to drive continuous optimization that drives even conversion.

Power Points

Review analytics can help brands and retailers boost review collection efforts, improve product marketing, and increase conversion rates.
Five UGC reports, including insights into overall review trends, merchant specific questions, Amazon reviews, and more.
We break down each report and share actionable tips for using the data.

Nearly 90% of shoppers say they simply won’t buy products without reading reviews first. And when consumers interact with ratings and reviews, the product experiences a 120.3% lift in conversion.

The value of reviews is evident. As for how to squeeze more value from reviews… that’s where things get murkier.

Fortunately, there’s something that can help: review analytics. Analyzing your reviews can provide answers to questions like:

What do your customers care about when it comes to your products?
Why, exactly, are your best-sellers best-sellers?
What changes can you make to turn your lower-sellers into better sellers?
Which of your review collection strategies generate the most reviews?
And much more

Regularly analyze your review content, and you’ll get ideas for increasing your review collection, improving your product marketing, and selling more products.

Here are five very specific reports that will help you level up your entire Ratings and Reviews program, ensuring you optimize for review collection and display – and in turn conversion – success.

1. Review Trends Report: How is your native review collection performing over time?

Any Review Trends Report displays a bird’s-eye view of how your review collection efforts are going. On a month-by-month basis, you can see the average star rating across all of your products. How many reviews have you collected? How long are those reviews, on average?

Here’s an example from a PowerReviews customer.

The report also reveals the same metrics for your highest- and lowest-rated products.

Reports containing this information can help you spot trends in your native review collection efforts (e.g. the reviews you collect directly onto your website from shoppers who have bought your products). Does review volume stay steady throughout the year, or are there certain months when your review volume slumps or soars?

One potential actionable takeaway: To ensure you maintain a consistent flow of reviews, slower months could be an opportune time to run a review sweepstakes or sampling campaign to ensure recent reviews come in at a steady clip.

Consistent review generation is essential to satisfying consumer expectations and keeping them on your product pages. Nearly 80% of consumers “always” or “regularly” consider review volume, and 86% of shoppers feel that recent reviews are more important when considering a product or brand they haven’t purchased before. And just over a third (38%) of shoppers will simply not purchase a product if the only reviews available were published three months ago or more.

For your products, you can see at a glance which products could use a little TLC. Low-rated products with longer review lengths indicate customers have a lot to complain about. Are there product or manufacturing issues you can fix? For products with longer reviews, what features or benefits do customers speak about? Be sure to call them out in your product description.

Power Pro Tip Are you relaunching a product after incorporating customer feedback? Boost ratings and review numbers quickly with a sampling campaign. When L’Oreal ran a sampling campaign for fifteen of their products, they generated over 1,000 reviews with an average 4.46 star rating!

2. Review Form Performance Analytics: How is your review collection form performing?

In some aspects, your review generation efforts hinge on one critical element: how you ask for reviews. That’s why understanding the performance of your Review collection form is critical.

At PowerReviews, we solve for this with our Write-a-Review Report (or WAR Report for short). It shares key details, including your review submission rate, review starts, and review submissions — both overall and for every single one of your products. If you have significantly fewer review submissions than starts, you may have too many questions on your Write-a-Review form. Are there any non-essential questions you can remove to increase your submission rates?

In this example you can also see how many reviews you collect per day, on average, as well as your review start and submission rates by device (desktop, mobile, tablet, or other). If certain devices have significantly fewer submissions than starts, that could be a sign that the form or another element on your website is not mobile-friendly.

Also understand your review submission trends over time. If lower submission rates are becoming a trend, you might try shortening your review form to make it easier to submit a review.

Power Pro Tip Did we mention that all of these reports are downloadable? Impress leadership with your results by emailing them this professional PDF report.

3. Observations Reporting: How much of my review content never makes it to publication?

Some reviews aren’t fit to publish. They may contain profanity, personally identifiable information, or irrelevant content. At PowerReviews, our four-step content moderation process filters out this kind of content and tags it for review by our human moderation team. We call these “observations.”

Some of this content can’t be fixed – for example, angry reviewers who drop “F” or any other naughty bombs. However, some reviewers may unintentionally include personally identifiable information (PII), and that’s something that can be fixed with instructions on your review form.

In the report below (taken as an example from the PowerReviews Observation report), you can see a breakdown of publishable vs. unpublishable content based on observation moderations.

If you notice a significant number of reviews are moderated with “PII,” you can add helper text to your Write-a-Review form reminding people not to include personal information like names and location.

If there’s a high proportion of “irrelevant” content, you can enable review rejection emails to explain why a person’s review couldn’t be published. Once they understand the issue, they may go back and update their review. Either way, they’ll know how to write a publishable review the next time they purchase from you.

4. Deeper Review Collection Analytics: Which questions are answered the most on my review form?

At PowerReviews, we call these merchant specific questions (or MSQs for short). MSQs can range from questions about size and fit (for apparel or shoe brands) to ideal use cases, pros and cons, and demographic information. Analyzing how these perform can be super valuable to informing future collection efforts.

For example: the below “MSQ Report” reveals which of these questions are most popular with customers, and the average star rating that corresponds to those questions.

This data can inform your review collection efforts as well as your product marketing. For example, let’s say you manage reviews for a shoe brand. If a majority of customers say the shoe “feels narrow” and give it a low star rating, that may be your cue to update the product description with text like “This shoe runs small.”

5. Amazon Review Performance Report: How are reviews shared to Amazon from my site impacting my performance on Amazon.com and Amazon.co.uk?

At PowerReviews, we enable shoppers to also publish reviews they submit to your site to Amazon. After customers finish writing a review for your website, all they have to do is click this button. They’re taken directly to the corresponding product page on Amazon.com, where they can paste and submit their review.

The Share to Amazon Report displays several key metrics related to your Amazon reviews, including:

The total number of Amazon product pages you have
The total number of Amazon reviews for your products
The total number of reviews shared from PowerReviews to Amazon

You can also see the percentage of reviews shared from your site to Amazon, so you can understand how many customers are using this feature.

The report even calculates the difference in review length between the two platforms. Review length is something consumers care about, with nearly 70% regularly seeking out longer, more detailed reviews. So this information can help you identify and act on this issue.

Unlock fresh insights with review analytics

Review collection, display, and promotion are all part of a well-rounded UGC marketing strategy. Add in review analytics, and your efforts will go so much further. You can make smarter decisions, optimize your marketing, and supercharge your review collection efforts.

The good news if you’re a PowerReviews customer is that you can access these reports now. And even if you’re not, we’d be happy to show them to you any time.

Savannah Claspell

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1. Review Snippet Interaction

2. Review Interactor Conversion Rate

3. Average Star Rating

4. Reviews per Product

5. Helpful Votes

6. Top Search Terms

7. Review Filter Interaction

8. Most Liked Reviews

9. Review Sort Interaction

10. Merchant Specific Questions (MSQs)

Start optimizing your Review Display with these tips

“The 5-Star Scaries”

Consumers think 5 star average ratings seem too good to be true.

Impact of Average Rating on On-Page Conversion

Negative Reviews Exorcise Nightmare Scenarios

Negative reviews have become eerily more important in recent times. This is because they assure consumers they can live with worst-case scenarios.

Negative Reviews a Superpower for Bigger Spenders

Consumers who spend more online are more likely to seek out one-star reviews.

How to turn negative reviews into magic dust for your business

Why Negative Reviews are Good for Business (and 3 Ways to Leverage Them)

Survey at a Glance:

Contents

Introduction

Research Methodology

Generations

Household Income

Average Monthly Spending

Shoppers’ Concern with Fake Reviews

Consumers of all Ages are Concerned with Fake Reviews

Concern with Fake Reviews is Growing

US Consumers are Particularly Concerned with Fake Reviews on Amazon

The Ubiquity of Fake Reviews – and What Tips Shoppers Off

Nearly all Consumers Have Stumbled Upon a Shady Review

How US Shoppers Pinpoint Fraudulent Reviews

How to Preserve Review Authenticity and Shopper Trust

Transparency About Review Source Boosts Trust

Shoppers Can See Through Perfect Star Ratings

5 Key Takeaways for Brands and Retailers

Reviews are more valued by consumers than other marketing investments

Reviews pull more shoppers into your funnel...

…and then convert them at a higher rate when they get there.

It’s not even just digital shopping journeys where reviews have impact

But… not just any review program will do.

Consumers want quality review content, delivered frequently and in high volumes.

More reviews = more web traffic

More reviews = more conversions

Stale reviews are a big shopper turn off

Customers want reviews with detail

1. Overall Review Coverage

2. Review Coverage by Product

3. Review Recency

4. Review Length

5. Reviews by Source

6. Reviews by Incentive

7. Review Form Submission Rate

8. Review Questions

9. Review Observations

10. Review Trends

Optimize your review collection efforts with review analytics

Power Points

What is social curation?

Step 1: Choose your collection criteria

Step 2: Get permission

Step 3: Encourage customers to post

Step 4: Reshare the images on your channels

Step 5: Analyze your performance

5 powerful benefits and use cases of social UGC

1. Generate more conversions and sales.

2. Provide the authentic content consumers crave.

3. Make inroads with younger demographics.

4. Share recipes and inspiration.

5. Stimulate product discovery and inspire purchases.

How to gather more social UGC

Reward reviewers for adding a photo or video.

Make your galleries easily searchable.

Include social links in your review form.

Use social curation.

Unlock the power of social UGC

Are Your PDPs Built for Conversion?

PDPs: The Starring Character in the Conversion Story

Negative reviews have become eerily more important in recent times.

This is because they assure consumers they can live with worst-case scenarios.