Shoppers trust other customers. And a retailer showcasing user generated content is the proof shoppers need, according to a new report from social media management vendor Emplifi.
Brands that incorporate user generated content onto their web pages receive three-times more websites than brands that don’t, according to Emplifi data based on 200 brand clientss from October 2023-October 2024. Plus, shoppers spend more than double the time on web pages that have UGC compared with non-UGC pages.
From a revenue perspective, products that show content from shoppers on their web pages have an 11% higher average order value compared to product pages without shopper content, according to Emplifi client data.
In addition, brands that have UGC on their websites on average increased their sales 63% in the first nine months of 2024 compared with that period in 2023, according to Emplifi client data.
Previous Emplify data finds:
- 54% of consumers always or regularly research online pictures or videos of real people prior to purchasing an item.
- 49% of consumers trust online reviews as much as personal recommendations.
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