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ResellerRatings Release Team
Product Reviews Seller Ratings Visual Marketing

Reviews, UGC and the Customer Journey

DATE:
AUTHOR: ResellerRatings Release Team

We have all been there, scrolling through your favorite online store, trying to decide which product to buy. You're not sure which one to choose, but thankfully, you're not alone. Millions of customers go through this same process every day, searching for the perfect product to meet their needs.

Enter reviews and user-generated content (UGC) - the ultimate superheroes of the e-commerce world. These trusty companions are here to help customers navigate the treacherous waters of online shopping, providing insights and perspectives from other customers who have already made a purchase. With the rise of online shopping, reviews, and UGC have become essential components of the customer journey, influencing everything from brand awareness to customer advocacy.

Let's take a look at the customer journey and how reviews and UGC can play a huge part! Keep in mind, the customer journey can have a few custom steps for each different type of business, but the 5 core phases below will be a staple for most of you in the e-commerce world.

  • Discovery Phase: In the discovery phase, customers become aware of a brand's offerings and start exploring options.

    • Customer photos, shared on social media or on a brand's website, can help build brand awareness and provide social proof, showcasing how other customers are using and enjoying the products. According to a survey by Yotpo, 65% of consumers say they're more likely to purchase a product after seeing a photo from other customers.

    • Reviews can provide social proof and validation of a brand's offerings, helping to build brand awareness and establish credibility. Additionally, positive reviews and ratings can help a company stand out from its competitors and attract new customers.

  • Research Phase: During the research phase, customers conduct research and compare different options before making a decision.

    • UGC, specifically customer photos, can help customers visualize how products look and function in real-life settings. By showcasing customer photos on product pages and social media, brands can provide a more comprehensive view of their products and help customers make more informed purchasing decisions. According to a survey by Olapic, 56% of consumers say that user-generated photos are the most helpful form of content for making purchase decisions.

    • Reviews can provide valuable insights and perspectives from other customers who have already made a purchase, helping customers compare and evaluate different options. Additionally, by showcasing customer reviews and ratings on product pages, brands can provide a more comprehensive view of their products and help customers make more informed purchasing decisions.

  • Purchase Phase: The purchase phase is where customers make a decision and complete a transaction.

    • UGC, specifically customer photos, can help build trust and confidence in a brand's offerings, increasing the likelihood of a purchase. According to a survey by Stackla, 79% of consumers say that UGC highly impacts their purchasing decisions, and 56% say that seeing customer photos makes them more likely to buy a product.

    • Reviews can help reassure customers that they are making the right decision and increase the likelihood of a purchase. Additionally, by soliciting and responding to customer reviews, brands can demonstrate their commitment to customer satisfaction and build brand loyalty.

  • Post-Purchase Phase: After making a purchase, customers enter the post-purchase phase, where they may provide feedback and engage with the brand.

    • Customer photos can play a role in this phase by providing opportunities for customers to share their experiences and showcase how they're using the products. By sharing customer photos on social media and website galleries, brands can encourage customer engagement and build brand loyalty. According to a survey by Pixlee, UGC can increase customer loyalty by 20%.

    • Reviews can provide opportunities for customers to share their experiences and provide feedback, encouraging engagement and building brand loyalty. Additionally, by featuring customer reviews and UGC on social media and website galleries, brands can encourage customer engagement and create a sense of community around their brand.

  • Loyalty and Advocacy Phase: The loyalty and advocacy phase is all about building customer loyalty and advocacy through exceptional customer experiences, leading to repeat purchases and positive word-of-mouth.

    • Customer photos can play a critical role in this phase by showcasing how customers are using and enjoying the products, encouraging others to do the same. By featuring customer photos on social media and in marketing campaigns, brands can harness the power of UGC to build a loyal community of brand advocates. According to a survey by Photoslurp, UGC can increase customer advocacy by 10%.

    • Reviews can help build customer loyalty and advocacy by providing social proof and a platform for customers to share their positive experiences. Additionally, by featuring customer reviews and UGC in marketing campaigns and on social media, brands can harness the power of word-of-mouth marketing and turn satisfied customers into loyal brand advocates.

In today's e-commerce landscape, reviews and UGC are essential components of the customer journey, impacting everything from brand awareness to customer advocacy. ResellerRatings stands out as a leading platform that streamlines this process, consolidating the review and UGC collection process into one seamless journey for each customer. With the Invite API, ResellerRatings triggers review requests at the perfect time, making it easy for customers to share their experiences and submit photos along with their reviews. By leveraging the power of reviews and UGC, brands can build trust and loyalty with their customers, ultimately leading to increased sales and advocacy.

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