Consumers make the best marketers. In fact, according to BrightLocal, 88% of consumers trust online reviews written by other consumers as much as they trust suggestions from personal networks. But why does marketing that leverages user-generated content (UGC) work? Why do consumers have a high affinity for following the advice of other customers? UGC is inherently effective because it elicits a psychological response called social proof and makes people think that the behavior of others reflects the correct behavior for the situation.
For example, if you see someone slipping into a puddle and falling, you will avoid walking in that area. I am also influenced by the advice of others. Even if you don't see someone slip and fall, if a friend warns us that a particular sidewalk is slippery, we may color correction services believe them and give you advice. Why? If you are not familiar with a particular subject, you are more willing to accept the opinions of your colleagues. advertisement Continue reading below From the customer's point of view, social proof helps increase conversion rates by building trust.
Brands can say that their products are great, but feelings from someone outside the organization will be much more reliable. In other words, shoppers on your site know that you say your product is great, but what transforms them is that real people buy and use your product. That is. In fact, Yotpo (disclosure: I work for a company) analyzed the number from 200,000 e-commerce stores and 163 million orders to measure the impact of UGC on conversion rates.