2023电商UGC营销全攻略（英文版）

Acomprehensiveguideto

UGCfor

e-commerce

What’sinside

3Introduction

4BuildUGC-richPDPstogrowrevenue

10Addsearchvaluewithuser-generatedcontent

20Powerandefficientcontentsupplychain

23Keeppeoplecomingbacktobuydirectly

27Learnfromthevoiceofyourcustomer

34Keytakeaways

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Introduction

Commercehasshifted—brandsandretailersarenolongerleadingthechargeanddictatinghowandwhatconsumersbuy.Consumersareundoubtedlymoreeffectiveatsellingproductsthanbrandsintoday’scommercelandscape.

Butasmarketers,we’rebiasedtowardbrandedcontent.Andwe’vespentasizablepercentageofourbudgetandtimecreatingit.In2021alone,brandsspent$7billiononadvertisingtoinformandinfluenceconsumerbehavior.

Thefactisshopperswanttohearfromothershoppers.

83%ofshopperssurveyedinour2022ShopperExperienceIndexsaidtheytrustorganicpostsfrominfluencersmorethansponsoredposts.1Anduser-generatedcontent(UGC)outperformsbrandedcontent

onallcounts,authenticityincluded.

Ifengagingconsumerssolelybypushingmessagesthroughadvertisingnolongerworks,whatdoes?Brandsmustempowertheircustomerstoadvocateandsellon

theirbehalf.Companiesthatpursuea

UGCmarketingstrategywillincreasetheirrevenue,conversionrate,SEOimpact,andin-storesales(ifapplicable).

Here’showtogetthoseresults.

ThisWtchhSbeensuchn

mzingdditintmyWrkuts!hihyremmendthisprduct

frnyfitnessfn

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BuildUGC-richPDPstogrowrevenue

Today,there’stremendouspressureoncompaniestooperatemoreprofitably.Andthere’salsopressureonstakeholderstodomorewithfewerresources.

Manye-commercemanagersarebeingaskedtoincreaseeverythingfromtrafficandconversionratestoaverageordervaluesandrevenue—andprovethey’redoingitefficiently.

Youcanaccomplishallthesethingsbyfocusingononecoreareaofyourbusiness:

Theproductdetailpage.

Well-optimizedPDPscanimprovesearchresults,provideabetteruserexperience,andgiveyouacompetitiveedgeoverotherbrandsandretailers.Andtoday’s

shopperjourneyisfueledbytherichPDP.

Yellowbackpack

Realpeoplepackingintheadventurewithus.Shareyourswith#GoFurther

#

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Whyisarichproductdetailpageimportant?

ThetraditionalPDPbeginswithaproductandsurroundsitwithsupportingcontent.Unfortunately,onaverage,only1.77%ofvisitstothesetraditionale-commerce

websitesconvertintoapurchase.2

Strugglingtoconverttrafficisacommonproblem.

Infact,only15%ofthe71top-grossingUSandEuropeane-commercesiteshave

a“good”productpageuserexperience—andmorethanhalfofallproductpagesrankeither“mediocre”or“poor.”3

Whyareproductdetailpagesunderperformingdespitebeingcriticaltoe-commercesuccess?

ThecommonreasonswhyPDPsfailare:

•Theyaretoobasic

•Theyhaven’tbeenoptimizedfortargetcustomers

•Theydon’tinspireshoppers

Unlikeatraditionalproduct

detailpage,therichPDPstartswithimagesanduser-generatedcontent.Integratingshopper

contentdrivesinterestateverystageoftheshopperjourney–fromtheinitialsearchallthewaythroughtothepurchase—andhelpstocreateasiteexperiencethatrivalsthebiggestofyour

e-commercecompetitors.

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Howtobuildahigh-converting,richPDP

Optimizingyourproductdetailpagesmakesiteasierforcustomerstofindtheinformationtheyneedaboutyourproductsandimprovestheiroverallwebsiteexperience.Andprovidingagooduserexperiencecanhelpbuildcustomerloyalty,encouragerepeatpurchases,andincreasesales.

Buthow,exactly,doyoubuildarichPDP?Theseninetipswilldriveconversionandimproveyourwebsite’suserexperience.

1.Featurecontentshoppersneedtomakeinformeddecisions

Helpfulproductdescriptions,reviews,andshopperimagesandvideosinspireconsumerconfidenceandincreasethelikelihoodofapurchase.

50%

ofconsumerspreferamixofbrandedandshopperphotosandvideos1

88%

ofshoppersusereviewstodiscoverandevaluateproducts1

2.Helpin-storeshopperseasilyresearchyourproductsonline

Bringinguser-generatedcontenttothebrick-and-mortarexperiencecanhelpin-

storeshoppersmakepurchasedecisions.Forexample,36%ofshopperswant

virtualdisplaysinstoresshowingcustomerreviews,photos,andvideos,while34%wantQRcodesthatcanbescannedtoreadonlinereviews.Additionally,33%of

shopperswanttoseelive,up-to-datestarratingsforproductsinstores.4

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3.Showcaseyourhighestconvertingcontentfirst

Showcasinghigh-convertinguser-generatedcontentatthetopofyourproductdetailpageiscriticaltocapturingtheattentionofonlineshoppers.Why?

Because79%ofshopperssayonlinereviewshaveasmuchofanimpactas

recommendationsfromfriendsandfamily,5and53%feelmoreconfidentintheirpurchasewhentheyseeshopperimagesratherthanprofessionalphotos.4

4.Setvolume,quality,andrecencygoals

1/3sayaproductneedsmorethan100reviewstobeconsideredcredible6

2/3thinkreviewswritteninthepast

threemonthsaremorereliablethan

olderreviews6

Setbenchmarkstostayontopofyouruser-generatedcontent.Regularlyauditandoptimizeyourshoppercontentforquantity,quality,andrecency.

1/3ofshoppersconsiderreviewswith

photosmorecrediblethanreviewswithout6

1/4ofshoppersexpectbetween51to100reviewsforcredibility6

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5.Makeproducthighlightseasytoskimread

Keephighlightsbrief,usebulletpointstolistfeaturesandbenefits,orboldkeywordsorphrasestohelpcustomersquicklyfindspecificinfo.

10+

worksbestwith

productsthathaveat

least10reviewsormore4

12%

increases

contentengagement4

3.5%

increasesconversion

ratesonproductdetail

pages4

Addingreviewhighlights…

6.Buildtrustwithauthenticityandtransparencyoforigin

It’sessentialtobeopenabouthowyourcontentiscuratedandtocrackdown

onfakeandinauthenticcontenttomaintainbrandtrust,despitethepressureto

generatepositiveratingsandreviews.Forexample,49%ofshopperswantdaily

oversightofcustomercontenttoweedoutfakereviews,4while81%saidthey

wouldavoidusingabrandagainafterlosingtrust.7Additionally,36%ofconsumerssayanoverwhelmingnumberofpositivereviewsisacluethatcontentmaybefake.7

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7.Growconversionsandengagementwithshopperimages

Displayingshopperimagesonproductdetailpagescanhelpbuildbrandaffinityandhelppeopleenvisionyourproducts.74%ofcustomerssayshopperphotosincreasetheirlikelihoodofbuyingaproduct.Additionally,thereisa22%increaseinaverageordervaluewhenshoppersinteractwithgalleriesofuser-generated

contentanda150%increaseinconversionswhenvisitorsinteractwithshopperimagesdisplayedingalleries.8

8.Optimizepagesfortransactionalintent

Leveragecustomersentimentinusergeneratedcontent,whichgenerallyincludesshopping-relatedandinformationalkeywords.

400%

higherclick-through

ratesanda50%drop

incost-per-clickforads

basedonusergenerated

content10

63%

ofbrandsandretailers

relyonratingsand

reviewprogramsto

meettheirSEOgoals9

98%

averageconversionlift

forbrandsandretailers

thatdisplayquestions

andanswers11

9.Collect,curate,anddisplaycontentinalltheplacesyousellatscale

Includinguser-generatedcontenteverywhereyourproductsaresold,bothonlineandin-store,withacontentsyndicationpartnerlikeBazaarvoicecanhaveseveralbenefits.Forexample,40%ofshopperswon’tpurchaseifthereisn’tshopper

contentontheproductpage.9Additionally,thereisa138%liftinconversionwhenshoppersengagewithuser-generatedcontentanda159%liftinrevenueper

visitorwhenshoppersengagewithshoppercontent.4

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Addsearchvaluewithuser-generatedcontent

HowdoesSEOaddrealbusinessvalue?

Onceyou’vecreatedrichPDPs,youneedtogetshopperstoyourpages.Withmostoftoday’s

87%

reductionofthecostofcustomeracquisition14

e-commercetrafficcomingdirectlyfromorganicsearch,havingasolidSEOstrategyleadstomorebrandawareness,higherconversion,andan

increaseinrevenue.

12:1+

ROIachieved15

Anduser-generatedcontentisasurefirewaytoboostSEO—studieshaveshownthatusingshoppercontentforSEOcanincreasetrafficby30%.12

Usingshoppercontenttooptimizeyoursearch

rankingisthefirststepinmakingyourwebpagesmoreauthoritativeanddiscoverable.Whendoneright,SEOanduser-generatedcontentcanbeapowerfulduothatwon’tcostyouadime.It’sanopportunitytogainanedgewithoutstretchingyourlimitedresources.

ProductpageSEOisespeciallyvaluablebecauseitskipsoverthediscoveryandexplorationofyoursiteandbringsvisitorsmuchclosertothebottomofyour

funnel.Yourproductdetailpageiswhereyoucanreallywowpotentialcustomers,sohavingthemlandonPDPsorganically—withouthavingtonavigatethrough

unnecessarypagesbeforehand—isanadvantage.

Notonlydoesuser-generatedcontenthelpgetshopperson—italsohelpsclosethedeal.Productpageswithreviewsseeastunning354%increase

inconversion.13

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Gatherkeyword-richreviews

72%

ofcustomersthatareaskedtoleaveareviewwillleaveone17

Thetermsandphrasescustomers

naturallyusewhendiscussingyour

80%

ofconsumerssayonlinereviews

forlocalbusinessesareashelpful

asproductreviewsonsiteslike

A18

productorleavingreviewsalignwiththesearchtermspeopleusetofindit.Bystrategicallyincorporatingcustomerreviewsthroughoutyourwebsite,youcanorganicallyincreasethevolumeofrelevantkeywords,therebyboostingyoursite’sSEOperformance.It’sworthnotingthatreviewspostedoff-site,

suchasonGoogleMyBusiness,alsocontributetoyouroverall

searchranking.16

Whileitmayseemlogicalthatyourcustomers’reviewswouldalignwithsearchterms,there’snoguarantee,especiallywhendealingwithawide

rangeoftargetkeywords.Additionally,it’simportanttonoteyoushouldn’t

explicitlyinstructusersonwhattosay

inreviews.

Instead,yourbestapproachisgentlyencouragingcustomerstocreate

reviewsthatnaturallyincorporaterelevantkeywords.Oneeffective

methodispolitelyrequestingeverysatisfiedcustomer

toleaveareview.

Researchindicatesthat72%

ofcustomersaskedtoleaveareviewwillinglydoso,ensuringyourrequest

won’tbeignored.17

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Thekeytorequestingcustomerreviewsistoincludeconcisequestionsthatelicittargetkeywords.Forexample,ifyousellcomputers,considerusingarequest

likethis:

Hi[CustomerName],

Ifyouhavethetime,adetaileddescriptionofyourexperiencewithusisincrediblyhelpfulforothersconsideringourproductsandservices.

We’dloveitifyoucouldconsiderthesequestionswhenwritingareviewofourbusiness:

Whichbrandofcomputerdidyoubuy?

Didyouaddanyaccessoriestoyourpurchase?

Whichextraservicesorwarrantiesdidyoudecidetogowith?Wheredoyoulive?

Howdidyourexperienceonoursitecomparetocompetitors?

Weunderstandthisisabigask,andwealsoappreciateshortreviewsifyouhaven’tgotthetime!

Theymaywriteoutvariouscomputerbrandnames,accessories,andproductsyousellonyoursite.Theymightalsomentionacompetitor(it’scommonfor

e-commercebrandstobidoncompetitors’names),location,andspecificservicesthatmightbeuniquetoyourbrand.

Allinall,anyreviewisgreatforyourbrand.Butknowinghowtoguideyourcustomerstoimproveyoursearchstandingisevenbetter.

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GetfeaturedwithGooglerichshoppingsnippets

Overathird(35%)ofallcustomersbegintheirproductsearchesonGoogle.19EvenAmazon,whichisessentiallybuiltforproductsearches,onlynarrowlybeatsout

Google.HavingproductsfeaturedonGooglerichshoppingsnippets—bitsof

codethatorganizeanddisplayproductinformationonthesearchengineresults

page(SERP)—canincreasetrafficby20–30%andorganicrevenuefromthattrafficbyasmuchas677%comparedtoproductlinksalone.20

oftheir

35%

allcustomersbegin

productsearchesonGoogle19

HowtogetyourproductsfeaturedfrontandcenteronGoogleSERPs

Unfortunately,there’snoguaranteedwaytoholdafeaturedsnippet,butdoingsocirclesbacktothequestionofimpactvs.budget.Googleshoppingsnippetsarefreerealestateforcompanieslargeandsmallbecausethey’reunpaidandrelyontheorganizationofinformationandSEOinsteadofmoney.Doyourbesttotakeadvantage!

Understandandanswercustomers’specificquestions

Thisstrategyleansonuser-generatedcontentmoresothantheothers.SEOgoesbeyondsearchtermsanddeeperintowhat’stroublingcustomers.Theirpain

pointsinformthequestionstheyaskaboutproducts,andhavingthosequestionsrepresentedthroughreviewsonproductpageswillcontributetobetteroddsofshoppingsnippets.

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Doeverythingyoucantorankfortargetkeywords

Ahrefs’researchshowsthat99.58%ofproductsandpagesthatgetfeatured

alreadyrankinthetop10forspecifickeywords.21Usesolidkeywordresearch,prolificuseofsearchterms,latentsemanticindexing(LSI),andeverythingat

yourdisposaltoincreaseyouroddsofhavingaproductfeaturedonitsownrichshoppingsnippet.

MakeiteasyforGooglebotstounderstandyourproductdetailpage

Thiswillrequiremoretechnicalskillsthantheothersbutislikelythemostsignificantfactorinhoweasilyproductsgetfeatured.AccordingtoGoogle’sdeveloper

guidelines,22structuringcodeinawaythatmakessensewhenthepageiscrawled,validatingthepageusingtheRichResultsTool,23andkeepingupwithGoogle

updatesarethebeststepstogiveyourproductsmaximumvisibility.

Keepitfreshwithwrittenandvisualcontent

Sincethebeginningoftheinternet,searchengineshavealwaysrewardedwebsiteswithregularlyupdatedcontent.Therearenumerouswaystoachievethis,suchas:

•Blogging

•Updatingproductdescriptions

•Addingnewimages

Productimagesanddescriptionsareparticularlyimportanttoshoppers—

there’snothingworsethannothavingaclearrepresentationofsomethingbeforeyoubuyit.

Theriskassociatedwithbuyingproductsonlinehasalwaysboggede-commerce.Becausecustomerscan’texperiencetheproductinperson,theyhavetoputtheirfaithinthebrandtodeliverwhattheyexpect.That’swhy75%ofonlineshoppersrelyonproductimagestoguidetheirpurchasedecisions.24

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Makesureyourpagesofferavarietyoffresh,high-definitionimagestogiveyourcustomersmoreconfidenceintheironlinepurchases,including:

•360-degreeviewsofyourproducts

•Varioussizerepresentations

•Imagesoftheproductinuse(lifestyleimages)

•Differentsizesandcolors

Then,encouragethosecustomerstoproudlyshareimagesoftheirproductsathomefortheworldtosee.

Youalsowantfresh,compellingcopyinyourproductdescriptions.Thesewordsshouldexciteandinspireyourpotentialcustomerstousetheirimaginations.Forexample:

“LettheworriesoftheworldmeltawaywhenyousnuggleintotheGraysonkingbed.Sturdyengineeredwood

isfinishedwitharich,darkgreycolourthathighlights

natural-lookingwoodgrainandtextures.Metallines,

buckles,androundednailheadsaddeye-catchingaccentdetailacrosstheheadboardandfootboard.

Alowfootboardgivesyouplentyofextraroomtostretchoutyourtired

toes.AddtheGraysontoyourbedroomandhelpmakeyourdreamsjustthatmuchsweeter.”

76%

ofconsumerssay

productspecifications

aremostimportant

whenmakinga

purchaseonline25

50%

ofreturnshappen

becausetheproduct

doesn’tmatchits

description25

Thisdescriptionofabedframedeliverssentenceafterscintillatingsentenceof

powerfulimagerythathighlightsthetruebenefitoftheproduct.Itmakesyouwanttojumpinbedandhavethebestnight’ssleepofyourlife.Thelessonhereistobecreativeandunafraidtogetabitdreamy—literally,inthiscase—whenitcomestoyourproductdescriptions.Peoplebuythebenefit,nottheproduct.

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WhilefreshproductimagesanddescriptionsareeffectiveforSEO,theyalsotaketime.Fortunately,youhaveawealthofassetscreatedbyoneofyourmostvaluableresources:yourcustomers.Therearemanywaysyoucanleverageuser-generatedcontenttoincreaseyoursite’sfreshness.

There’snotruerdescriptionofaproductthanincustomertestimonials.Featuring

descriptionsfromrealcustomersonyourproductpagesisahomerun—andbetterthananydescriptionyoucouldeverwriteofyourproducts.Byhostingcustomer

reviewsandotherkeyword-richuser-generatedcontentonyoursite,youcanregularlyoffervisitors(andsearchengines)newcontent.

Havinganactivesocialmediapresencecanalsohelpyouachieveyourfresh

contentgoals.Takeadvantageoftoolsandpluginsthatallowyoutodisplaysocialmediacontentonyoursite,includingpotentiallySEO-friendlycontentlikeimages,videos,andinfluencerposts.

16

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SUCCESSSTORY

Petco

petco

spottedby

petco

Petcosetouttoincreaseawareness

ofandSEOtrafficandconversionsforitsownedWholeheartedandReddybrands,leveragingseveraltypes

ofuser-generatedcontent.These

productsweren’tgeneratingthe

numberofreviewsPetcoaspiredto,sothepetgiantactivateditsBazaarvoiceteamtodevelopthenewSpotted

SamplingProgramtogenerateshoppercontent.

We’vereallyseenapositiveimpactonvisits,conversions,andimprovingthediscoverabilityofnewproducts.Fromaresultsstandpoint,it’sbeenapositiveexperiencetoseethatwecanget10–15reviewsfornew

productsquickly.

HannahKredich,

CategorySpecialistatPetco

67%

increaseinnumber

ofpagesranked

organically26

140%

increasein

impressionsfromorganicsearch26

48%

increaseinrevenue

pervisitforsampled

products26

80%

increaseinclicksfromsearch26

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Buildyourwebsite’sauthoritybeyondSEO

Thehigheryourdomainauthority,theeasieritisforcustomerstofindyour

e-commercesitethroughsearch.StrongSEOgoesalongwaytoimprovingyoursite’sauthorityandrank—butthereareafewotherthingsyoushouldalsodotoboostauthority.

Optimizeyoursiteformobileusers

Overhalf(55%)ofinternetusersbuyproductsonlineusingmobiledevices,soensuringyourwebsitedisplayswellonthosedevicesisparamount.27

Nothingruinstheexperiencelikewhenadesktopsiteloadssloppilyonyoursmartphone.Luckily,Googlehasafreetoolthatmakesiteasytoassessandoptimizehowmobile-friendlyyoursiteis.28

Improvepageloadspeeds

Pageloadspeedsdon’tjustinfluenceengagementratesandconversions.

Theyalsoimpactyourdomainauthority.Whensearchenginescrawlyoursite,yoursearchrankingmaybedowngradedandappearlowerontheresultslistifitdoesn’tloadatlightning-fastspeeds.It’sGoogletotherescueonceagain;there’safreetoolthatwillgaugeyourpagespeedandofferinsightsintohowtoimproveit.29

Offerusefulcontentsite-wide

Thissuggestionisopen-endedsincewhatyourtargetvisitorsconsider‘useful’mayvary.However,agoodapproachistogobeyondthebareminimum.In

additiontoprovidingproductinformation,considerincorporatingreviewsandFAQsintoyourPDPs.Insteadofagenerichomepage,enhanceitwithengagingelementslikevideotutorials,testimonials,andpromotions.Byofferingawealthofhelpfulcontent,youcanattractmoretrafficandincreasethelikelihoodof

earningvaluablebacklinkstoyourpages,ultimatelyboostingyourauthorityovertime.

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Reuseshoppercontentinyouradstodriveadditionaltraffic

Onceyou’vehighlighteduser-generatedcontentthroughoutyoursiteandachievedpositiveresults,youshouldalsoreusethatcontentinyourpaidadvertisingefforts.Adsthatincludeuser-generatedcontenttypicallyseeclick-throughratesthatare

fourtimesgreaterandthecost-per-clickcutinhalf.30

Thecontentyouuseinyouradsdoesn’thavetobesingular,either.Ifyou’vegotanamazingimageandaninspirationalreviewbutcan’tdecidewhichonetofeature,whynotboth?Thecombinationofvisualstimulationandtheglowingpraisefromarealcustomerisutterlyinfluential.

SUCCESSSTORY

Hardy’s

Hardys,theUK’snumberonewine

brand,integrateduser-generated

contentdirectlyintotheirpaidsocial

ads.Thenewadscombinedquotes

fromcustomerreviews,starratings,andcinemagraph-styleanimatedvisuals

tocreateaestheticallypleasingandinformativecontent.

c

We’vecapturedalotofreviewsthatwecanuseinourmarketingcollateral,andwe’rereally

31

pleasedtoreportthatithasledtoanincreaseinadvertising

effectivenessintheformof

60%

decreaseincost-per-click31

bettercost-per-clickandmoreengagement.

AlisterDell,

DigitalMarketingManager,Hardys

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Poweranefficientcontentsupplychain

We’vediscussedleveraginguser-generatedcontenttoenrichproductpages

anddrivetraffic.Butthere’sanotherkeyusecase—meetingshopperdemands.Shopperscravecontent.Today’sconsumersspendanaverageof6hoursand59minutesperdayconsumingdigitalcontent.32Butproducingqualitycontentformultiplechannelsandplatformsistime-consumingandexpensive.

24%

ofmarketerssayittakesbetweenfourandsixhourstocreateapieceofcontent33

28%

ofmarketerssayittakesbetweenoneandthreehourstocreateapieceofcontent33

Creatingadigitalcontentsupplychainputsyourcustomerstoworkforyou.

Acontentsupplychainwillhelpyoushiftyourmarketingstrategyfrombranded

contentcreationtocontentcollection,curation,anddistributionacrossbrand

touchpoints—atscale.Itputsyourcustomerstoworkforyousoyoucangenerateauthentic,user-generatedcontentconsumersprefer.

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Whatisacontentsupplychain?

Inatraditionalsupplychain,companiesandsuppliersworktogethertotransformrawmaterialsintofinished