Marketing
Newsletter #1 - User Generated Content: +111% conversion rate thanks to your community 🤯
Julie Cauville
February 16, 2023
Customer stories
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Julie Cauville
February 16, 2023
In this first newsletter, we will see how to achieve a +111% conversion rate thanks to your community, without paying £20k an influencer! 🤜🤛
For the past few months, I've been fascinated by user-generated content, mainly how e-commerce brands use it to double their sales.
In this newsletter, I'm sharing with you all the findings, actionable advice and tips I've gathered to boost your growth through UGCs ⤵️
By sharing photos of its customers in trench coats, Burberry's website recorded more than 7.5 million visits from 150 countries...in 2009!
In 2012, Coca-Cola generated over 12 million impressions through UGCs.
After testing 20k creatives for over 200 advertisers, Matthieu from Stride Up agency revealed two things about UGCs:
Consumers are 2.4 times more likely to view user-generated content as authentic compared to content created by your brand.
A high-performing and qualitative UGC must therefore be authentic and created by your client...
... at least in form!
Because there is nothing to stop you from briefing them to ensure you have usable content!
Photos and reviews are great, but the video remains the format that inspires the most trust.
The holy grail? A facecam customer who speaks up, expresses his satisfaction, does an unboxing, live fitting…
For more performance, he recommends including the acquisition codes:
For editing, Stride Up advises playing with the AIDA mechanisms:
68% of buyers will consistently leave a review of your product or service if you ask them to.
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! 🤩
Here are some more techniques to boost your community engagement:
Each brand has its own technique to encourage its customers to send content for free:
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.).
⭐️ 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!
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:
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! 🤯
Brands that convert thanks to UGCs rely on a multi-channel strategy.
Websites that post UGC have seen an increase in their conversion rate of up to 111%!
Posting UGCs directly on your site increases your credibility, helps your customers project themselves with your products and encourages the act of buying.
💌 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!
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?
🦀 Thanks to this strategy, the brand Poiscaille generated +85k coverage and divided its CAC by 2!
That's it for me. I've revealed everything I know about UGCs!
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