 Photo credit: Lorenzo Rui on Unsplash |
Austin, Texas – Brands and retailers who make user-generated content available to shoppers are winning at retail.
By the numbers, they have achieved on average 137% conversion lift and 157% lift in revenue per visitor, according to the newly released Bazaarvoice Inc. annual Shopper Experience Index. The index shows influence of user-generated content on omni-channel shopping and cites mobile and social commerce as areas of focus.
Bazaarvoice Inc. is a provider of user-generated content and shopper data solutions.
Based on data from over 6,000 websites in the Bazaarvoice Network, a survey of more than 500 brand and retailer clients, and a global survey of more than 2,000 consumers, the Shopper Experience Index explores the influential role of user-generated content throughout the shopping journey, the importance of authentic, personal connections with consumers, and what e-commerce strategies brands and retailers are focusing on in 2019 and beyond.
Bazaarvoice Network data is comprised of 5.8 billion monthly product page views and over 66.8 million reviews and 2.2 million photos submitted in 2018.
“The sheer volume of shopping activity we see across the Bazaarvoice Network gives us a unique perspective into consumer behavior,” noted Joe Rohrlich, chief revenue officer, Bazaarvoice.
Other findings from this year’s Index include:
• The value of reviews extends beyond online sales: 63% of Bazaarvoice clients rely on ratings and reviews, boosting search engine optimization performance, 53% to improve in-store sales, and 52% to foster brand loyalty.
• From research to purchase, mobile matters: 57% of all page views across the Bazaarvoice Network came from mobile in 2018, and when shoppers engage with user-generated content on mobile, the conversion lift is 136%, slightly higher than it is for desktop shoppers.
• Seamless social commerce is a priority: Nearly half of Bazaarvoice clients said integrating social media and online shopping experiences will be a top priority or increased area of focus over the next 12 to 18 months.
 Photo credit: Christian Wiediger on Unsplash |
• Shoppers crave interaction before a transaction: Product pages with Q&A experienced a 447% higher conversion rate compared to those without, regardless of shopper engagement.
• Visual content is essential to online shopping: More than half (59%) of brands and retailers said that featuring photos and videos from customers throughout the shopping experience is standard in e-commerce.
• Ratings and reviews syndication is a mutually beneficial partnership between brands and retailers: When brands syndicate reviews to retailers, the median increase in reviews per product is 83% greater than those without syndication; similarly, half of Bazaarvoice retailers source 65% or more of their reviews from brands.