How to Get User-Generated Content on Your eCommerce Website: A Comprehensive Guide

User-Generated Content (UGC) is one of the most powerful tools in an eCommerce marketer’s arsenal. From photos and videos to reviews and testimonials, UGC creates trust, enhances engagement, and drives conversions. With 79% of consumers saying that UGC significantly influences their purchasing decisions, incorporating it into your eCommerce strategy is no longer optional.

In this guide, we’ll explore how to get user-generated content for your eCommerce website, provide examples, tools, and strategies, and show why UGC is a must-have for modern eCommerce brands.

What is User-Generated Content

User-generated content refers to any content—text, images, videos, reviews—created by customers rather than the brand itself. This content serves as a powerful marketing tool, providing social proof and enhancing brand credibility.

Why UGC is Crucial for eCommerce Success

1. Builds Trust

Customers trust other customers. Seeing authentic reviews, testimonials, or photos from real buyers reassures potential customers about your brand’s quality and reliability.

2. Enhances SEO

UGC often incorporates keywords that customers naturally use, helping your website rank for search queries that resonate with your audience.

3. Drives Conversions

According to studies, websites with UGC experience a 29% higher conversion rate than those without.

4. Reduces Content Creation Costs

UGC provides a steady stream of fresh, authentic content without the need for significant production costs.

5. Increases Social Proof

Displaying UGC such as ratings and reviews on product pages demonstrates that others are buying and loving your products, which influences new customers to take action.

Types of UGC Relevant to eCommerce

There are several types of UGC that can be particularly beneficial for eCommerce brands:

• Reviews and Testimonials: These are written evaluations from customers that can significantly influence purchasing decisions.
• Photos and Videos from Customers: Visual content showcases real-life usage of products, making them more appealing to potential buyers.
• Social Media Posts: User-generated posts on platforms like Instagram and Facebook can amplify brand visibility and engagement.

How to Get User-Generated Content for Your eCommerce Website

1. Encourage Product Reviews

Product reviews are the foundation of UGC for eCommerce. Here’s how to encourage more reviews:

• Send automated follow-up emails post-purchase, requesting a review.
• Offer small incentives, such as discounts or loyalty points, for leaving a review.
• Simplify the review process with a user-friendly interface.

Tool Tip: Use platforms like Yotpo or Trustpilot to collect, manage, and display customer reviews effectively.

2. Leverage Social Media Campaigns

Social media is a goldmine for UGC. Encourage customers to share content by:

• Creating branded hashtags (e.g., #ShareYourLook) and promoting them on your website and packaging.
• Hosting contests or giveaways that require users to post photos or videos featuring your products.
• Sharing user-generated posts on your own social media accounts to encourage participation.

Example: Fashion brand Aerie’s #AerieREAL campaign encouraged customers to share unedited photos, celebrating body positivity and driving UGC.

3. Add Photo and Video Upload Options to Your Site

Allow customers to upload photos or videos of your products directly to your product pages.

• Make the upload process intuitive and mobile-friendly.
• Curate and display this content alongside professional product images to provide a more authentic perspective.

Tool Tip: Use tools like Bazaarvoice or Olapic to facilitate the collection and moderation of visual UGC.

4. Highlight Customer Testimonials

Testimonials are a powerful form of UGC, especially for high-value or niche products.

• Collect testimonials through surveys or interviews with satisfied customers.
• Display them prominently on your homepage, product pages, or checkout page to build trust.

Tool Tip: Platforms like VideoAsk allow you to collect video testimonials easily.

5. Integrate Reviews with Google

Getting your reviews featured in Google’s search results can boost visibility and click-through rates.

• Use structured data (schema markup) to ensure your reviews appear as rich snippets.
• Encourage customers to leave reviews on Google Business Profile for broader reach.

Example: An eCommerce store displaying average star ratings and review counts in search results stands out against competitors.

6. Incentivize UGC with Rewards Programs

Encourage UGC by rewarding customers for their participation.

• Offer loyalty points for submitting reviews, sharing photos, or tagging your brand on social media.
• Promote these rewards prominently on your website and post-purchase emails.

Tool Tip: Platforms like Smile.io or ReferralCandy can help implement and manage loyalty programs.

7. Collaborate with Influencers and Micro-Influencers

Partnering with influencers can amplify your UGC efforts. While influencers create branded content, their followers often contribute organic UGC by engaging with the campaign.

• Focus on micro-influencers (1,000–10,000 followers) for higher engagement rates.
• Ensure the partnership feels authentic to maintain credibility.

Tool Tip: Platforms like Upfluence or Aspire can help connect with the right influencers.

8. Feature UGC in Email Marketing

Emails showcasing UGC can increase engagement and conversions.

• Highlight top-rated products with customer photos in your newsletters.
• Share customer testimonials in post-purchase or re-engagement emails.

Example: A beauty brand’s email featuring customer makeup looks created using their products can inspire recipients to make a purchase.

Integrating UGC on Your Website

Once you've successfully collected user-generated content, it's essential to integrate it effectively on your website to maximize its impact.

Display UGC on Product Pages

Incorporate customer reviews, photos, and videos directly on product pages. This not only enhances the shopping experience but also provides potential buyers with the social proof they need to make a purchase.

Create a UGC Gallery or Feed

Consider creating a dedicated gallery or feed on your website to showcase user-generated content. This not only highlights your community but also encourages others to contribute.

Use UGC in Email Marketing

Incorporating user-generated content into your email marketing campaigns can significantly increase engagement rates. Share customer testimonials or feature user photos to make your emails more relatable and appealing.

Best Practices for Using UGC on Your eCommerce Website

1. Prioritize Quality Over Quantity: Only showcase content that aligns with your brand image. Curate UGC to maintain a professional and cohesive aesthetic.
2. Get Permission: Always obtain consent before using customer-generated content on your website or marketing materials.
3. Leverage UGC Across Channels: Extend the reach of your UGC by repurposing it for ads, emails, and social media campaigns.
4. Monitor and Moderate Content: Use moderation tools to ensure inappropriate or irrelevant content doesn’t make it to your site.
5. Track Performance: Regularly analyze the impact of UGC on engagement, traffic, and conversions. Adjust your strategy based on what works. 
   Tool Tip: Use Google Analytics to monitor referral traffic and conversions from pages featuring UGC.

Tools to Facilitate UGC Collection and Management

Here are some tools to help streamline your UGC strategy:

• Yotpo: Specializes in collecting reviews, photos, and videos while integrating seamlessly with eCommerce platforms.
• Bazaarvoice: Excellent for aggregating and displaying customer content, including reviews and visual UGC.
• Olapic: Helps brands collect, curate, and showcase UGC across websites, ads, and emails.
• Sprout Social: A social media management tool that allows you to monitor and share UGC effortlessly.
• Smile.io: Incentivizes UGC creation by integrating rewards programs with customer actions.

Conclusion

In summary, the benefits of user-generated content for eCommerce brands are vast. By implementing effective user-generated content strategies, brands can foster a sense of community, enhance trust, and ultimately drive conversions. As you embark on your journey to collect and leverage UGC, consider the power of platforms like Sangria. With its programmatic shoppable pages and SEO-optimized content, Sangria empowers brands to capture relevant search terms and boost organic discovery. Start integrating user-generated content into your marketing strategy today and watch your brand thrive.