Survey Reveals That UGC Can Drive Improved Trust and Loyalty for eCommerce Brands


People’s purchasing habits have shifted considerably for the reason that begin of the pandemic, leaving many manufacturers scrambling to find out one of the best methods to seize customers’ consideration, and flip browsers into consumers on their eCommerce websites.

But have the results of 2020 completely impacted how individuals uncover, store and interact with the skin world? And what implications will these shifts in client traits have for the upcoming vacation season and past?

A new data report from Stackla presents perception into these questions, and reveals that not solely are surges in on-line purchasing right here to remain, but in addition, that at this time’s customers need manufacturers to supply them with extra genuine, customized purchasing experiences.

The survey of greater than 2,000 customers discovered that 83% of individuals imagine retailers want to supply extra genuine purchasing experiences, and 70% say it’s essential for manufacturers to supply them with customized experiences.

Here’s a take a look at a number of the key findings:

UGC presents the authenticity and personalization customers search

Despite the quantity of funds manufacturers allocate towards skilled pictures and influencer advertising and marketing as of late, solely 19% of customers discover brand-created content material to be genuine, and a mere 10% say influencer content material resonates as genuine with them. 

The majority of respondents indicated that user-generated content material (UGC) resonates as most genuine, with almost 80% saying UGC extremely impacts their buying choices, making it 8.7x extra impactful than influencer content material, and 6.6x extra influential than branded content material in customers’ eyes​.

And in keeping with web shoppers, the worldwide pandemic has solely served to amplify the affect of UGC. In truth, 56% of customers say they’re extra influenced by social media photographs and movies when on-line purchasing now than they have been earlier than the pandemic.

With on-line purchasing, individuals can’t bodily see, contact or strive on the objects they’re contemplating. They need to know the way a jacket matches on somebody with an identical physique sort​, what that shade of lipstick seems like on somebody with their pores and skin tone, ​or how a lot house a sofa takes up in a lounge that has related dimensions to theirs. UGC presents individuals an unvarnished, and trusted, third-party view on these unknown components, serving to to deliver merchandise to life for them in ways in which really feel actual and related. 

When requested, 72% of customers stated that actual buyer images and movies are the content material they most need to see on eCommerce websites. Furthermore, 80% stated they’d be extra prone to buy a product from a web-based retailer if its web site had images and movies from actual clients.

Just how essential is UGC to at this time’s web shoppers?

Important sufficient that 64% of Gen Z, and 60% of Millennials, indicated that they’ve left an eCommerce retailer with out buying as a result of the positioning didn’t embody buyer images or critiques.

The message from customers is evident: the presence or lack of UGC could make or break manufacturers, particularly as we head into the vacation season.

Consumers need to play an energetic function in creating the manufacturers they love

User-generated content material is plentiful sufficient to scale throughout a number of advertising and marketing initiatives, and constantly feed manufacturers’ evergreen want for recent content material. Plus, utilizing buyer content material to market to different individuals doubles as an important buyer loyalty technique. 

Not solely are most individuals prepared to provide manufacturers permission to make use of their images in trade for being featured of their advertising and marketing efforts, however at this time’s customers are literally desperate to act as content material creators for their favourite manufacturers.

Over 60% of customers say they’d be extra loyal to, and seemingly to purchase from a model that invited them to affix a buyer advocacy neighborhood to actively assist it create extra UGC for the model.

In brief, manufacturers that place UGC on the coronary heart of their on-line experiences will likely be rewarded by consumers.

As such, manufacturers that need to keep forward of the competitors want to start out strategically utilizing UGC to create the genuine commerce experiences at this time’s consumers crave. Those that do can increase each gross sales and belief, whereas additionally forming extra significant connections with clients. 

You can learn Stackla’s full ‘Post-Pandemic Shifts in Consumer Shopping Habits’ report here.

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