Having UGC is a must.
And the more ‘genuine’ the better – meaning real photos from your customers, not just official photos.
Over half (51%) of Americans trust UGC more than other information on a company website (16%) or news articles about the company (14%) when looking for information about a brand, product, or service – (source)
From an older study (2015):
Only 9 percent place UGC directly on product pages, despite the fact that doing so can improve conversion rates by up to 6.4 percent in categories such as apparel.
The conversion rates also jump for jewelry (2.4 times), footwear (1.7 times), and beauty and consumer electronics (both 1.6 times). In addition, visual commerce platform Olapic found that consumers who see UGC during their purchase journey have 4.6 percent higher conversion rates, while those who interact with UGC’s conversion rate goes up to 9.6 percent. (source)
84% of millennials say UGC from strangers has at least some influence on what they buy – (source)
Among consumers in the 18-29 age group, 97% report UGC has an extreme influence About 90% of 1,000 shoppers recently surveyed say user-generated content (UGC) on the Internet influences their decisions to make a purchase. About 73% said UGC increases their purchasing confidence and 61% claimed such content encourages them to engage with brands. Shoppers also stated they were willing to pay more and wait longer — 81% of those surveyed in on both questions — for products paired with UGC. Nearly two-thirds of shoppers (63 %) believe UGC creates a more authentic shopping experience. – (source)
Are you leveraging customer photos?
77% of them prefer seeing customer photos over professional photos. And 72% of customers say seeing Instagram photos of a product increases their chances of buying. (Source)
Organic, Instagram-style UGC photos increase conversion rates by 25% over professional photos. (Source)
This can be an instagram feed on the homepage, and/or user photos and videos on specific product pages.