Trustt.io: How UGC Improves Your E-commerce Sales?

Today, consumers place more importance on their peers rather than traditional advertising. As a result, brands are putting the individual at the heart of their marketing strategy, adopting a consumer-centric approach.

With the Internet, the user becomes a prosumer: they can intervene during the lifecycle of a product in several different ways. We find reviews left to help the brand improve its offer but also to help other consumers make the right choice (Rating and Reviews). Consumer content is also useful for co-creation: it helps in design (900 Care), as well as in the personal valorization of individuals and the company.

All these user interventions improve purchasing from your e-commerce clientele. The Shopper Experience Index study shows that the conversion rate of e-commerce sites increases by 111% when they share consumer content.

Why and how do these UGCs improve your e-commerce sales? Trustt breaks it down for you.

What is UGC: User Generated Content?

UGC (User Generated Content) is the new word-of-mouth 2.0. It corresponds to different content created on the web by consumers. This content can take various forms:

• Written, such as reviews left on the brand’s website, comments on social networks (YouTube, Instagram, …), articles, …
• Visual,
• Basic content such as leaving a rating through modules integrated on the company’s website,
• Spontaneous content resulting from collaboration with a brand: the user or influencer can voluntarily post photos of a brand’s products on a social network after testing them. They can also write a blog article dedicated to their experience.
• Content found at different touchpoints, which are increasingly relayed by brands on their social networks, on their site (homepage, landing page, …), in CRM, in their advertisements…

All these UGCs created by consumers must be authentic. They must be created without the brand’s influence and therefore without remuneration.

Integrate UGC into Your Marketing Strategy to Improve Your E-commerce Performance?

Improve Your Brand Image and Awareness

Integrating UGC into your marketing strategy can help you significantly increase your visibility. Adopt a customer-centric approach by showing that you are a brand close to its customers and listening to them. You will thus gain trust and credibility. The customer reviews left are authentic, without brand influence and done spontaneously by your consumers.

Know that consumers trust their peers. According to social media today, “9 out of 10 buyers rely on recommendations from other customers, while only 33% trust traditional advertising.”

Integrating user content creates proximity with your audience and humanizes your brand. It is recommended to integrate both negative and positive reviews to show your sincerity and transparency.

A negative feedback is not necessarily bad, it can be constructive:

For example, a person with oily skin uses a day cream for dry skin. This care will not be effective on them because it “was not suitable for their skin. However, their review is constructive because it allows people with oily skin not to buy this item and therefore” avoid bad returns related to poor targeting. On the contrary, people with dry skin will go for this day cream.

Collect Proprietary Data and Develop Your Product Knowledge

Thanks to UGC, you can collect proprietary data to better understand your target but especially your offer.

For example, thanks to the reviews left and usage tests carried out, you can collect data on the effectiveness and sensoriality of your product.

Trustt offers you the opportunity to collect authentic consumer reviews, to conduct usage tests with your product testers in order to gather proven effectiveness data such as “90% of testers report that their skin is more hydrated”.

This data reassures internet users and boosts your e-commerce sales. You can also display them on your packaging, your website, etc., as a reassurance factor.

It’s worth noting that for every 50 reviews posted, the conversion rate increases by 30%. Indeed, text, photo, or video content created by a user has a much higher reassurance power than promotional content.

Improve your products and services:

UGC helps you better understand your products and services, but you can also involve your customers in developing your future offerings. Co-creation is a new marketing strategy implemented by some companies such as 900.Care. It has made its ambassadors one of its strategic pillars.
They base everything on co-creation, thanks to feedback from over 10,000 testers and influencers who collaborate with them. You can find a newsletter entitled “you + me + them + everyone who wants to” on the 900.care website. Through this, they invite testers, influencers, and ambassadors to collaborate and co-create their offering with them. This approach makes 900.Care a brand that is close to its customers, listens to them, and is ready to improve. Also, all the UGC collected ensures good return on investment and a good conversion rate by offering products that are expected in the market and in line with internet users’ expectations.

Engage your community and transform your customers into brand ambassadors

Apart from co-creation, there are other ways to engage your community and transform them into brand ambassadors.

First, it is highly recommended to integrate an ambassador program on your e-commerce site.

To do this, Trustt allows you to integrate it. With this, you can:

• Launch test call campaigns to collect qualified and comprehensive User Generated Content from testers before the official launch of your product. You will learn about the points that work and those that need improvement in your offering
• Collaborate with influencers who align with your brand’s values. Ensure good UGC and ROI through a successful influencer marketing campaign,
• Turn your customers into your real ambassadors;

It’s important to note that authentic and quality customer UGC helps to unite consumers around your brand and your offering. Satisfied customers more easily share image or video content about your brand via their own social media and talk about it around them, which increases your brand awareness and SEO ranking.

Increase customer satisfaction

User Generated Content helps prevent returns related to poor product knowledge or lack of information.

Thanks to the detailed content generated with the Trustt review module, you allow your future customers to have a better overview of the offering before purchase and avoid mistakes. They have information on the sensory aspects of the product, its effectiveness, and also how to use it. The images and videos posted by other consumers provide an even more precise idea of your offering. Moreover, the opt-ins collected on each campaign via the Trustt software also give you details on the skin type, hair type, etc. of the users who tested the product.

All these user reviews can be used by your brand, integrated into your website and your product pages as a reassurance and engagement factor.

Future customers can see, for example, if a cream is suitable for their skin because each user who leaves a review also provides information about their skin type, age, pigmentation, etc.

Thanks to these opt-ins, we create qualified personas for each article and allow future customers to recognize themselves and know whether the product is effective for them or not.

This method helps increase purchases from your clientele, improve your SEO (Google search) and your visibility on the web, thus your brand generates more engagement.

How to Integrate UGC into Your Marketing Strategy?

Encouraging Internet Users to Create UGC:

• Organize contests or challenges via social networks to get internet users to talk about your offer and promote it. Offering products as prizes at the end of challenges or contests can also be a good idea to generate post-contest and challenge UGC,
• Create an official brand hashtag to easily aggregate created content. This concept is important to encourage sharing via all social networks and make your company known online. The hashtag can incorporate the brand name like ClubMed #ClubMed, it can be community-based #IamBrand. Balzac Paris even went as far as creating an Instagram account specifically for its hashtag #VousEnBalzacParis. Hashtags are very important to unite your community and encourage them to create content about you.

• Integrate an Unboxing Strategy. This technique is widely used by DNVBs, who play with their packaging on this unboxing aspect. They allow your users to project themselves, to make them want to buy. This technique plays on the emotional side of humans: if a prospect sees other users filming themselves opening a box containing all the brand’s products, they also project themselves doing it
• Make calls for testing to collect qualified reviews on your offer and generate User Generated Content afterwards via posts (text, images, or videos) created online or even blog articles.

Put the Customer’s Voice at the Heart of Your Marketing Strategy

Your users are your best assets for succeeding in your marketing plan and increasing your turnover! That’s why customer reviews are now essential to increase your reputation and consumer confidence in your offer.

Thus, brands have understood the importance of adopting a customer-centric approach and “being” attentive to consumers.

To Generate UGC You Can:

• Integrate the Review Module on Your Website,

• Share Your Consumers’ Content on Your Website (Homepage, Product Page…) and Your Social Networks (Instagram, TikTok, Facebook, …) to Show Your Interest, Value Them, and Encourage Them to Join Your Community,
• Use Specialized Platforms Like Trustt.

With the Trustt software, you will be able to collect qualified and authentic reviews on your products. With calls for testing and the resulting quantitative studies, you collect valuable data for a better understanding of your target audience but also of their needs and expectations. You can improve your products and offer consumer goods expected in the market.

Promote and Relay the Best UGC on All Your Channels

It is crucial for your brand to detect and relay UGC on its own contact points such as its website, social networks, advertisements… All created UGC must be exploited as best as possible to help your company increase its notoriety, SEO ranking, and sales. This involves a mastered aggregation of these UGC, and an approach that takes into account the legal aspect.

Indeed, your brand must ensure it has all the necessary rights to reuse the content produced by users (photo, text, video) and then use it as a brand.