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Do you want to display UGC (User Generated Content) on your website, product pages, or create a community page? Awesome! UGC galleries boost conversion, engagement, and traffic to your product pages, reduce abandonment rates, and increase the time spent on your page... if implemented correctly! 🤫

Be cautious about...

The quantity and quality of the displayed UGC
The number and authenticity of the visual UGC displayed affect the performance they generate. Just like written reviews, the number of visual UGC matters. A higher number resonates with a wider audience and provides “social proof” (group of individuals).
By authentic, we mean “created spontaneously by real consumers.” Today, the public can tell the difference between influencer-generated content (IGC – content created as part of a commercial collaboration) and user-generated content (UGC). The authenticity and trust level aren’t the same. As our dear Mark Zuckerberg says, “A trusted recommendation is the Holy Grail of advertising.” 😇
For example, only one or two UGC on a product page, a photo of @super_beauty_influencer with 1M followers displayed in a “our consumers” gallery will increase the level of trust users place in your brand.

Poor technical integration
Visual UGC galleries are integrated using a widget or API on homepage, category pages, product pages... Each UGC can be tagged with one or more products to direct audiences to the right product pages when they want to create a similar look or to show how a product is used by a consumer. This provides impact and inspiration to your audience when they are looking at a screen instead of being in a store!
For all these reasons, displaying UGC on your website boosts conversion, engagement, average order value, and time spent on your pages... But when the technical integration isn’t done properly, the opposite happens! 😱😱😱
For example, UGC can increase site loading time, the products tagged in UGC may not match, or it can lead to 404 error pages. Watch out for poor UI/UX integration, which can undermine your UGC display strategy!

Lack or weakness of performance tracking
Performance tracking is essential to estimate UGC conversion and engagement, as well as to evaluate the time spent by teams selecting them and to define the adjustments needed to maximize the benefits of UGC.
When there’s no tracking or the wrong events are measured, teams are in the dark. It becomes impossible to calculate the ROI from deploying UGC... 😫🤯😥
For example, no UGC tagging plan integrated into Google Analytics, no segmentation of visitors/sessions, no significant sample of visitors/sessions, and the wrong events measured.

Are you looking for advice on how to successfully implement UGC on your website? Or do you want to know the 7 other reasons? Feel free to reach out to us!

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