Why Build a UGC Scorecard?
When selling their products through a retailer, brands are essentially putting their items on a giant shelf and need to make sure they stand out.
Collecting and displaying user-generated content (UGC), such as ratings & reviews and imagery or video, from other customers is one of the most impactful ways to drive sales.
A scorecard ensures brands are making the most of their UGC strategy by giving them a benchmark to work towards.
- Determine which items to click on from landing pages and search engines (pages with reviews drive 88% of web traffic)
- Compare between options
- Make an informed purchase decision in-store or online
Criteria
Based on data- supported best practices for UGC
| Criteria | Metric (at least…) | Goal |
|---|---|---|
 |
8 | 31+ |
 |
4.0 | 4.75 |
 |
75% | 100% |
 |
3 | 13 |
 |
1 | 7 |
Rationale
More is more when it comes to reviews. For retailers, we see a significant lift in conversion rates if you collect 31+. If you need assistance collecting more review content, reach out to learn more about Product Sampling and/or Receipt. Review. Collect.
Anything above 4.0 stars up to 4.99 stars sees a big impact on page traffic and conversion. The sweet spot is 4.75.
Consumers want to see reviews on all of your products but 75% is a good target that accounts for new items and those that have a slower purchase frequency.
Our survey found 80% of consumers find images from other customers to be more valuable than brand imagery and 99% of consumers look for visuals submitted by other users. We see a 114% lift in conversion when shoppers interact with visual UGC. Avg. # of visual media per product for Retailers is 7 and overall is 13.
We see a 114% lift in conversion when shoppers interact with visual UGC. Avg. # of visual media per product for Retailers is 7 and overall is 13.
