The Importance of User-Generated Content for Clothing Shoppers
Clothing shoppers seek out many types of information when making a purchase decision (a topic we explore in more detail here). User-generated content ranks high on the list – only behind price.
Now, we take a closer look at the importance of different types of UGC for those shopping for clothing products. If you’re interested in exploring the importance of UGC specifically for those shopping for footwear products, head here.
Consumption of Ratings and Reviews When Shopping for Clothing
Nearly all shoppers – 99% read ratings and reviews at least sometimes when shopping for clothing online. 86% always or regularly do so.
Ideal and Minimum Review Quantity for Clothing Shoppers
A key finding from another section of this report is that 66% of apparel (clothing or footwear) shoppers consider the volume of reviews available for a product when determining whether or not to buy it online.
But how many reviews is enough – specifically when shopping for clothing products?
The largest portion of shoppers – 21% – say that in an ideal world, there would be between 51 and 100 reviews available for a given clothing product. Nearly four in 10 (39%) would ideally be able to find 101 or more reviews for a clothing product they were considering.
While clothing shoppers would like to find a high volume of reviews, many are willing to settle for less.
The largest portion (35%) of consumers say the minimum number of reviews a clothing item needs to have falls between one and 25. However, a significant portion – 23% – say their minimum is 101 or more.
The message is clear: clothing brands and retailers must make it a priority to generate a high volume of reviews across their entire product catalog.
Consumption of User-Generated Visual Content When Shopping for Clothing
We know from a previous section of this report that many online clothing shoppers seek out photos and videos from consumers who have already purchased a product they’re considering. But how often do they turn to this content?
The vast majority – 96% – of consumers seek out photos and videos from other consumers when shopping for clothing online. 77% do so regularly or always.
A recent analysis found that there’s a 103.9% lift in conversion among site visitors who interact with user-generated visual content. Clearly, you can’t afford not to collect and display this content!
Reliance on Q&A When Shopping for Clothing
Consumers shopping for clothing in a brick-and-mortar store can ask questions of a store associate. Online shoppers don’t have this luxury. But many leverage the questions and answers (Q&A) portion of product pages to get answers to their purchase-blocking questions.
Nearly all (97%) of consumers read Q&A when shopping for clothing online at least sometimes. 64% do so regularly or always.
It’s imperative to provide online shoppers with a means to browse existing questions and answers – and ask their own questions. It’s a powerful way to remove purchase barriers – and increase conversion.
In fact, a recent analysis found site visitors who interact with Q&A convert at a rate that’s more than 177% higher than average!
The Importance of User-Generated Content for Footwear Shoppers
Consumers seek out many different types of information when they’re shopping for footwear – a topic we explore in more detail here. User-generated content ranks high on the list.
Read on as we more closely examine the importance of different types of UGC for footwear shoppers.
Reliance on Ratings and Reviews When Shopping for Footwear
Almost all (98%) of consumers read ratings and reviews at least sometimes when shopping for footwear online. 85% do so regularly or always.
Clearly, online shoe shoppers rely on ratings and reviews to help guide their purchase decisions.
Ideal and Minimum Review Quantity for Footwear
Elsewhere in this report, we shared a key finding that 66% of apparel (both clothing and footwear) shoppers consider the number of reviews available for a product when deciding whether or not to buy it.
But how many reviews are enough for footwear shoppers?
The largest quantity (21%) of consumers say that ideally, they’d like to find between 51 and 100 reviews for a given footwear product. However, many consumers want far more reviews.
Four in 10 say that in an ideal world, they’d be able to find 101 or more reviews for a footwear product they were considering.
Ideally, shoppers want to find a high volume of reviews for footwear products. Yet, many are willing to settle for less.
The largest portion (34%) of shoppers say the minimum number of reviews a footwear item needs before they’ll feel comfortable purchasing it lies between one and 25. That said, a significant portion – 22% – say their minimum is 101 or more.
In today’s competitive marketplace, brands and retailers must meet shoppers’ expectations. Generating and displaying a high volume of reviews for footwear products is essential.
Brands and retailers who do so are rewarded. A recent analysis found there’s more than a 108% conversion lift among website visitors who interact with ratings and reviews on product pages.
Consumption of User-Generated Visual Content When Shopping for Shoes
Brand-provided photos and videos are important. But increasingly, shoe shoppers seek out photos and videos from real customers who have already purchased a given product.
95% of consumers seek out user-generated visual content at least sometimes when shopping for footwear online. 71% do so regularly or always.
Collecting and displaying user-generated visual content is a key way to meet footwear shoppers’ expectations. What’s more, doing so is proven to boost conversion. A recent analysis found there’s a nearly 104% lift in conversion when consumers interact with user-generated visual content on product pages.
Reliance on Q&A When Shopping for Footwear
When a consumer is shopping for footwear in a brick-and-mortar store and they have a question, they can ask a sales associate. Online footwear shoppers also have questions – and many turn to the Q&A portion of product pages to get answers.
96% of consumers read Q&A at least sometimes when shopping for footwear online. 62% do so regularly or always.
If you don’t have a Q&A section on your footwear product pages, now’s the time to add it. Doing so can help shoppers overcome purchase blockers – and increase their likelihood of converting. Recent research found that site visitors who interact with Q&A convert at a rate that’s more than 177% higher than average.
Online Shoppers Depend on Ratings and Reviews When Shopping for Clothing
A staggering 99% of those shopping for clothing online read ratings and reviews at least sometimes. And 86% regularly or always read this content.
When it comes to reviews, quantity matters. The largest portion of consumers (21%) want to be able to find between 51 and 100 reviews for a product they’re considering. 39% want to be able to find 101 or more.
Yet, many consumers shopping for clothing are willing to settle for less than their ideal number of reviews.
Now’s the time to amp up your review collection strategy. By collecting a steady stream of ratings and reviews for your clothing products, shoppers will always be able to find plenty of fresh, relevant content to increase their confidence – and their likelihood of making a purchase.
For Clothing Shoppers, User-Generated Visual Content is Essential
A given item of clothing looks different on every person who wears it. Seeing photos and videos from real customers wearing a product can help a shopper determine if an item will (or won’t) work for them, too.
So it’s no wonder why 96% of consumers seek out user-generated photos and videos when shopping for clothing online.
If you haven’t already, start collecting user-generated photos and videos – both as part of reviews and through social media. Then, showcase this imagery on your product pages and elsewhere on your website. Doing so is a key way to boost shopper confidence – and conversion rates.
Q&A Empowers Shoppers to Overcome Purchase Blockers
If an in-store shopper has a question, they can ask a store associate. Online shoppers can’t. Instead, many are turning to the Q&A portion of product pages. 97% of consumers read Q&A at least sometimes when shopping for clothing online.
If you haven’t already, add a Q&A section to your product pages. Make it as easy as possible for shoppers to browse existing questions and answers – and pose their own. Providing fast answers to these purchase blocking questions is key to boosting conversion.
Footwear Shoppers Depend on Ratings and Reviews – and They Want a Lot of Them
Nearly all (98%) of consumers turn to ratings and reviews at least sometimes when shopping for shoes online. And 85% do so always or regularly.
The more reviews, the better. 40% of consumers say ideally, they’d be able to find 101 or more reviews for a given footwear product.
However, footwear shoppers are generally willing to settle for less than their ideal number of reviews.
With that said, it’s still important to focus on consistently generating a high volume of quality reviews across all of your footwear products. That way, shoppers will always be able to find plenty of fresh, relevant content for any footwear products they’re considering. This will boost their confidence – and their likelihood of making a purchase.
Increasingly, Shoe Shoppers Seek out Photos and Videos from Others Like Them
Brand-provided imagery has a role to play. But increasingly, footwear shoppers want to see photos and videos of footwear products being used by real people in real life.
In fact, 95% of online footwear shoppers seek out user-generated photos and videos at least sometimes, and 71% do so regularly or always.
If you’re not already, now’s the time to start collecting photos and videos from your shoppers. You can collect this content natively as part of reviews – as well as through social media. Then, prominently showcase this imagery throughout your website to attract shoppers’ attention and increase their likelihood of conversion.
Q&A Empowers Shoe Shoppers to Overcome Purchase Barriers
In-store shoppers can ask a sales associate their pressing questions. Online shoppers can’t. However, they often use Q&A to bridge the gap.
96% of online shoe shoppers read Q&A at least sometimes. 62% do so regularly or always.
Be sure to incorporate a Q&A section onto your product pages. This allows visitors to browse questions that have already been asked and answered and pose their own. By providing timely answers, you’ll eliminate purchase blockers – and increase the shopper’s likelihood of making a purchase.
Check out the survey hub for further insights.
