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4 Smart Ways to Use Customer-Generated Content in Ecommerce

April 9, 2023 By admin

Coming up with new content for your ecommerce site can be challenging after a while. It starts to feel very “been there, done that.” But did you know there’s actually an oasis of engaging content out there, ripe for the picking? If you can harness its power, you’re guaranteed a never-ending source of fresh content your audience will love.

This is because the content doesn’t come from you; it comes straight from your satisfied buyers. It’s a win-win: They want to tell the world about their purchase and you do, too. Without further ado, here are four smart ways to use customer-generated content in ecommerce.

 

Table of Contents

  • Customer Reviews on Website
  • Create a Social Media Hub for Customers’ Posts
  • Host a Crowdsourced Contest
  • Feature a Customer of the Week
    • Wait! Before You Go, Read:

Customer Reviews on Website

 The effectiveness of consumer-generated content boils down to the power of social proof. People tend to trust what others say. Seeing others bought a product or love a brand can be very influential when it comes to persuading customers to convert. And, the numbers don’t lie.

As Business Insider reports, shoppers who interact with consumer-generated content are 97 percent more likely to convert than those who don’t. In turn, brands see a 78 percent boost in conversion rates.

One of the simplest ways to reassure shoppers that others have bought from your online store is to post customer reviews on product pages. Seeing positive reviews helps shoppers gain confidence in the item they’re considering—the more, the better. It’s the same effect as choosing to eat in a crowded restaurant because you figure the food must be good if it’s so sought-after.

Even negative reviews can be helpful because they bring possible pitfalls to shoppers’ attention. The key is collecting detailed reviews so users can know exactly what went wrong or fell short of expectations; while contributing to the honesty of your review section. This also allows shoppers to judge for themselves whether the failing was a specific situation or a general problem.

An example would be “my senior dog didn’t love this specific toy” (personal preference) versus “this toy fell apart in my dog’s mouth so we had to take him to the vet and get emergency surgery” (universal shortcoming).

 

Create a Social Media Hub for Customers’ Posts

 You’ve asked your social media followers to use a certain hashtag to share their photographs and stories involving your products.

So what are you going to do with them? You’ve created a handy hub for potential buyers to visit and scan user-generated content.

Just think back to Coca-Cola’s highly successful campaign asking users to share pictures of themselves with personalized bottles of soda. This campaign earned Coke a two percent increase in revenue.

Go beyond merely collecting social proof, develop a system for reposting the cream of the crop for all to see.

According to Attrock, Social media is more important than ever in ecommerce for scaling businesses. Social media platforms like Facebook can now directly integrate with cloud ecommerce software like Shopify. This means storeowners can use customer-generated content to target potential buyers at the point of purchase.

 

Host a Crowdsourced Contest

 

You have something online shoppers want for free. They have compelling content and creative ideas for promoting their favorite products. Tap into these motivations with a crowdsourced, content-based contest.

Ask your followers to submit photographs or stories for voting, then aggregate them in one place. People can vote with their “likes,” “favorites” or comments.

Just make sure your contest is legal on each respective social media platform. Be certain to also establish clear parameters so everyone knows what’s at stake.

 

Feature a Customer of the Week

Encourage customers to post by picking a “customer of the week” and rewarding their diligent sharing efforts.

You might send a free t-shirt to someone who shares a great gym story, or email a coupon for 25 percent off to someone who makes the funniest pun involving your products. This will boost customer loyalty as shoppers see the human side of your online store.

Call out customers via Twitter to let them know how much they mean to you:

 

 

Using customer-generated content in ecommerce is a no-brainer, and these four ways to do so are just the starting line.

Wait! Before You Go, Read:

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Filed Under: Small Business Tips Tagged With: ecommerce, online business

Comments

  1. Tom George says

    October 2, 2017 at 9:24 am

    Customer reviews can play a major role here.

    Tools like TrustPilot can be very helpful

  2. Freddy G. Cabrera says

    October 3, 2017 at 5:38 am

    Hey Erik!

    Great tips to get more valuable content for your ecommerce site. Getting people to leave a review and feedback is a great way to get more content and also add that social proof you talk about here.

    Smart tips, I would say!

    Thanks for sharing!

    Cheers! 🙂

  3. Shantanu Sinha says

    October 3, 2017 at 1:11 pm

    Hello Erik,

    This is very informative piece of information over here 🙂

    These are some very helpful tactics to carve out the customers reviews about our web site. This would act much `like a social
    proof so that we can gain some more new customers and make them trust us by showing them the feed back from our earlier
    customers.

    Pretty innovative ideas to add up here, as I love the idea of picking the customers of the week and publishing them on our
    blogs and social media platforms. These tiny efforts do attract peoples all over from.

    Thanks for the share.

    Shantanu.

  4. Rajkumar says

    October 4, 2017 at 2:06 pm

    Hi Erik,
    I will follow on your suggestion of creating a feature “Customer of the week” which will surely customers to air their thoughts on your ecommerce store.
    It will inturn help your prospective clients to get a sense of actual reviews of people who have purchased the products from the e-commerce store.

    I am going to implement the same.
    Thanks

  5. Amit says

    October 4, 2017 at 7:00 pm

    Interesting post Erik,

    I really loved this tip “Feature a Customer of the Week” because it makes customers engaged and become loyal to our store.

    Thanks

  6. Randall Magwood says

    April 29, 2023 at 3:04 am

    Customer reviews is a great way to get customers to say things about you that you can’t say about yourself. I can see how it can boost checkout response rates when a customer is about to buy. They see positive reviews and it reassures them on the purchase they’re about to make.

  7. Ali says

    May 11, 2023 at 2:29 pm

    Hey Erik!
    I appreciate your valuable insights on enhancing the content of our e-commerce site. Encouraging customers to leave reviews and provide feedback generates more content and strengthens the social proof aspect you mentioned. I’ll take your suggestion of implementing a “Customer of the Week” feature to give customers a platform to express their thoughts.

  8. Hammad says

    June 17, 2023 at 1:47 am

    Dear Erik:

    Great advice for acquiring more worthwhile content for your e-commerce website. It’s a terrific approach to gather additional content and to provide the social proof you mention here to entice people to post reviews and feedback.

    Smart advice, in my opinion!

    I appreciate you sharing!

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