The Impact of User-Generated Imagery on Purchase Likelihood
Nine in 10 (91%) consumers say they’re more likely to buy a product that has reviews that feature photos and videos in addition to text – up from 85% in 2021. Gen Z’ers are the group most likely to say this is the case.
The presence of user-generated photos and videos can increase purchase likelihood quite a bit. 61% of consumers indicate they’re much more likely to purchase a product that has photos and videos as part of reviews.
How a Lack of User-Generated Imagery Negatively Impacts Conversion
Clearly, the presence of user-generated photos and videos positively impacts purchase behavior. On the flip side, a lack of this content can deter shoppers.
Overall, nearly a quarter (23%) of shoppers won’t purchase a product if there are no photos or videos from a customer who already purchased it. This number is even higher – 36% – among Gen Z shoppers.
Section Summary: User-Generated Visual Content Boosts Confidence – and Conversion
When shoppers are able to see photos and videos of customers using a product in real life, it boosts their confidence – and their likelihood of making a purchase. This is in line with a recent analysis that found there’s nearly a 104% lift in conversion when website visitors interact with user-generated photos and videos.
Be sure to collect and display plenty of photos and videos from your customers. It’s a sure way to positively impact conversion – and your bottom line.
