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Standing out with your online shop can be a tall order. Thankfully, there’s an often overlooked aspect to marketing your products that can really cut through the noise more so than any polished marketing spiel would: user-generated content (UGC).
I remember that one time I bought a tent online that promised a “majestic outdoor experience”. It wasn’t majestic .. at least not for human-sized individuals. It turned out to be just majestic enough to fit my dog.
Going back I wish I had paid more attention to the reviews (some of which had images); my camping story might not have turned into a backyard sleepover for one very pampered pooch.
The Trust Gap
Shoppers have grown wary of online merchants that overpromise but underdeliver. They’re bombarded with choices, often for products that are nearly identical. In those situations, what they seek is assurance – that nudge of confidence to click ‘buy’.
This gap is called: the trust gap.
It can be the moat that separates a visitor from becoming a buyer.
Authenticity through User-Generated Content
How do we bridge this gap? Through the genuine voices of those who’ve already taken the leap.
Integrating reviews, testimonials, and user stories in your shop doesn’t just boost your credibility, it transforms your shop into a community hub where (hopefully happy) fellow shoppers leave authentic experiences.
Some things you should focus on:
- Add a review section;
- add customer photos of the delivered product; and
- engage with your users when they leave feedback.
Let’s review a few examples below:
1. The Review Section
Poorly Done: A review section hidden at the bottom of the page, filled with generic, one-liner praises like “Great product!”
Done Better: Make the review section a centerpiece, not an afterthought. Encourage detailed feedback by asking specific questions. “How did this product make your day better?” Highlight diverse opinions to show transparency and build a richer, more engaging narrative around your products.
2. The Power of Visuals
Poorly Done: Only showcasing professional product photos.
Done Better: Mix in customer photos and videos within your product galleries. A picture of someone’s living room makeover with your product can inspire potential buyers more than any studio shot.
Tools like Instagram’s hashtag features make it easier than ever to collect and display these authentic visuals on your site. Try Hootsuite's tag generator to get to the posts you're after.
3. Engaging With Feedback
Poorly Done: Leaving customer questions unanswered and ignoring negative reviews.
Done Better: Actively respond to reviews, both positive and negative. A thoughtful reply to a less-than-stellar review demonstrates commitment and can often turn a critic into a champion. This Forbes article notes that this type of engagement not only builds trust but also fosters a community feeling, encouraging more user interaction.
Now it’s your turn
The essence of e-commerce lies in connections. By making user-generated content a first class citizen in your site rather than an after though, you’re not just selling products; you’re curating experiences and building trust.
I challenge you to take a step back and view your site through the eyes of a potential customer. Where can you add more authenticity? How can you make their voice a part of your brand’s story?
Embrace the power of your community’s content to transform browsers into buyers, and buyers into loyal advocates.
