We’ve long known that shoppers are actively seeking out customer reviews, photos, and other types of user-generated content (UGC) to better inform their purchase decisions. However, self-reported data only goes so far in understanding the real extent that UGC plays a part in the consumer buying journey.
A Yotpo study of on-site consumer behavior found that nearly ⅓ of all visitors to eCommerce sites click to view customer photos or read reviews. In some industries, such as electronics, this number is over 40%.
And this is just website visitors! When you look at the shoppers that end up buying, the numbers are even more staggering. On average, 55% of customers engage with UGC before making a purchase.
So, many people who visit your site will see UGC, but the ones who purchase almost certainly have.
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