User-generated content (UGC) — including ratings, reviews, and questions and answers (Q&A) — has become essential to consumers wherever they are on the purchase journey.
When consumers are just starting on their purchase journey, they often turn to reviews or Q&A to hear about the experiences of others to make more informed purchase decisions. According to our recent research, 74% of consumers consider reviews to be important when making purchase decisions, and 89% read Q&A when researching a product to purchase.
Often after making a purchase, shoppers leverage these channels to share their own feedback. Our research found positive and negative experiences alike motivate shoppers to write reviews.
But, UGC can also deliver a lot of value to brands. For starters, this content is proven to boost conversion. Brands can also use the feedback from reviews and Q&A to improve products and services. Brands that engage with UGC also have the opportunity to foster long-lasting relationships with their customers.
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