Newsletter #1 - User Generated Content: +111% conversion rate thanks to your community!

Hi there!

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Nice to meet you! I'm Julie, E-commerce Expert at Bigblue 👋🏻

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In this first newsletter, we will see how to achieve a +111% conversion rate thanks to your community, without paying £20k an influencer! 🤜🤛

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For the past few months, I've been fascinated by user-generated content, mainly how e-commerce brands use it to double their sales.

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In this newsletter, I'm sharing with you all the findings, actionable advice and tips I've gathered to boost your growth through UGCs ⤵️

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Two (very) good reasons to be interested in UGCs

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#1 They are ultra-efficient marketing tools...

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By sharing photos of its customers in trench coats, Burberry's website recorded more than 7.5 million visits from 150 countries...in 2009!

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In 2012, Coca-Cola generated over 12 million impressions through UGCs.

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#2 ...and super conversion levers 🦹

• User-generated content is 42% more effective than branded content,

• Their engagement rate is 6.9 times higher,

• 90% of users believe that positive reviews of your products influence their purchase decision.

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Agency techniques to create good UGCs

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After testing 20k creatives for over 200 advertisers, Matthieu from Stride Up agency revealed two things about UGCs:

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#1 "The uglier it is, the better it works." 🤑

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Consumers are 2.4 times more likely to view user-generated content as authentic compared to content created by your brand.

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A high-performing and qualitative UGC must therefore be authentic and created by your client...

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... at least in form!

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Because there is nothing to stop you from briefing them to ensure you have usable content!

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#2 "Videos convert the most." 🎬

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Photos and reviews are great, but the video remains the format that inspires the most trust.

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The holy grail? A facecam customer who speaks up, expresses his satisfaction, does an unboxing, live fitting…

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For more performance, he recommends including the acquisition codes:

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• 9:16, 4:5, 1:1 formats,

• Subtitles (for those who watch the networks at work),

• 30 to 40 seconds in length (it's not an Insta-real, it takes longer to convince your client).

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For editing, Stride Up advises playing with the AIDA mechanisms:

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• 💡 attracting Attention thanks to a stop scroller that will make your prospects want to watch the video,

• 🧐 Generate Interest by using a secondary hook,

• 😍 create Desire by listing the benefits of the product or its differentiating points,

• 🤳 Encourage the customer to take Action by inserting a CTA at the end of the video!

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Examples of effective strategies to collect UGCs

#1 Stop thinking about customers, think about community 👨👩👧👦

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68% of buyers will consistently leave a review of your product or service if you ask them to.

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As for pampering them, you're already doing that very well: DNVBs have an average 34% higher re-purchase rate than a retail e-tailer! 🤩

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Here are some more techniques to boost your community engagement:

• Asphalte or Nidéco bet for product co-creation: this allows them to engage their subscribers ultra-efficiently while increasing their reach and awareness!

• CAVAL optimises its post-purchase experience to increase customer satisfaction: impeccable delivery, memorable unboxing thanks to personalised packaging and a simplified, hassle-free returns process!

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#2 Spread the word! 📣

Each brand has its own technique to encourage its customers to send content for free:

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• Balzac organises competitions to encourage its subscribers to share photos of their products.

• Ysé dédie highlights its customers in its newsletters and in fitting sessions on its site.

• Unbottled uses its post-purchase emails to encourage its customers to share content with an "I'm posting on Instagram" CTA (Transactional or tracking emails, shipping or delivery confirmation, etc.).

• The Bradery directly puts a CTA on their packaging. A # or even a QR code works too!_‍‍

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PS: 85% of consumers would not send content on their own but would be inclined to do so in exchange for something in return. A gifted product or voucher whose value changes according to the content generated can help (e.g., -5% for a comment, -10% for a Google review, -20% for a story, etc.).

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_{Can you imagine building customer loyalty through unboxing?
‍Here is a complete article to give you all our ideas to optimise your unboxing such as The Bradery, and encourage your customers to share it on TikTok, Instagram and YouTube. Read me!}

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Finally, if you're interested in this lever but don't have the time to set up a collection strategy, here are my two tips:

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• ‍The tool Flowbox makes it easy to retrieve content, even if you are not logged in on a publication!

• ‍You can contact Joseph from Loyoly from me; after only five months of use, Blissim has achieved incredible results with their solution:
  • 2K reviews on FB and Trustpilot
  • 12k content: videos, photos, stories, lives, etc.
  • 1.6k ambassadors and 500 recruited each month
  • 370k interactions
  • 13M coverage! 🤯

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Three tips to increase the impact of your UGCs

Brands that convert thanks to UGCs rely on a multi-channel strategy.

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#1 Integrate them into your site ➡️

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Websites that post UGC have seen an increase in their conversion rate of up to 111%!

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Posting UGCs directly on your site increases your credibility, helps your customers project themselves with your products and encourages the act of buying.

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• Lashilé adds customer reviews directly to its product pages.

• Like LePantalon, you can replace your product pictures with UGCs / Photo of their customers wearing their products on the Le Pantalon website

• Respire has created a page on its website entirely dedicated to customer reviews and photos!

• UGCs can also be displayed in a footer, on a scrolling text...

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#2 Incorporate UGCs into your emailing and post-purchase email campaigns!

• Ysé displays her subscribers' photos in its newsletters, while Smoon adds her customer reviews to the footer!

• Follow-up emails have an average open rate of 75%. Like Unbottled, rely on this channel to highlight your UGCs!

_{‍Like Unbottled, do you want to increase your conversion rate up to 8% thanks to automated emails?
Here is a detailed article with tips and agency strategies to generate sales with post-purchase emails to live the same success story as Unbottled and Ubac! Tell me everything!}

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#3 Use UGCs in your Ads campaigns!

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If your videos respect the acquisition criteria and play with the AIDA mechanisms (see Stride Up's ⤴️ tips), why not use your UGCs in your paid acquisition campaigns?

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🦀 Thanks to this strategy, the brand Poiscaille generated +85k coverage and divided its CAC by 2!

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That's it for me. I've revealed everything I know about UGCs!

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I hope you leave with lots of ideas to try out 💪🏻

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If you have questions, suggestions, or any feedback, please write to me: I answer all messages 😊

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Have a great week, and see you soon!

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Julie

E-Commerce Specialist @ Bigblue

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