How Redline Steel Uses UGC to Stand Out On Google

Redline Steel’s customer community is an integral part of the brand, so Wayne immediately saw the immense potential value that user-generated content could have. “Our shoppers wanted to see other people using our products, and we wanted to show them,” said Wayne.

Redline Steel needed a partner that could help them collect and showcase as many user-generated reviews and ratings across as many marketing channels as possible to build the buyer confidence that would retain and engage those customers for the long haul.

By sharing customer content at early touchpoints, like on Google Shopping search results, on social media, onsite, and more, Redline Steel could build trust while staying within their target CPA budget.

By implementing Yotpo’s Reviews solution, Redline Steel could collect thoughtful reviews from their customer base — and then display that impactful content at the most crucial stops along the buyer journey.

To drive engagement at the early touchpoints, the brand features these reviews in search results. “What I love the most is Yotpo’s integration with the Google Shopping network,” says Wayne. “The power of visibility and trust is incredible. We’re the brand that stands out in the home decor space. There aren’t many other brands in our industry that have leveraged these reviews within Google as we have with Yotpo. It’s a massive power tool.”

Featuring reviews and ratings on Google Shopping has made a massive impact on the brand’s acquisition strategy. Now, Redline Steel invests heavily in expanding the reach of their UGC; in fact, they now display this content in social posts, retargeting ads, retention ads, and more. From these channels, shoppers then arrive onsite to see UGC on both the homepage and product pages, building trust and boosting conversion for new and return traffic alike.