Welcome to Blueleaf's UXpert, our regular look at UX that could improve your website for users and ultimately deliver increased conversion rates. This week, we're looking at user-generated content (UGC).

What's the problem?

Is user-generated content on ecommerce sites merely a nice-to-have or does it actually improve conversion rates?

What's the solution?

There are a number of platform providers offering content services that can be plugged into your ecommerce site. One of the most notable is Olapic, which we've implemented for some of our clients here at Blueleaf.

These plugins allow curated UGC to be displayed on key pages in your ecommerce site, e.g. the homepage can show the latest or most popular products being mentioned on social media and PDPs can show specific mentions of the product you're currently viewing at a key point in the customer journey.

What could the benefit be?

Salesforce data gathered from across clients on their Commerce Cloud platform showed that conversion rate is boosted to 9.6% where users have viewed UGC photos of products. When you consider that 83% of their clients' customers also say that they've been influenced by UGC, it could prove to be a powerful addition to your ecommerce site.

I hope you found this useful – if you have any questions on this or anything else to do with UX, please do message me.

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