busted: 10 ugc myths you’re still falling for | bazaarvoice summit 2014
DESCRIPTION
Think the customer is always right? Think you shouldn’t respond to trolls? Watch Joe Rohrlich bust these common myths and they’ll never dupe you again.TRANSCRIPT
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Busted:10 UGC myths you’re still falling for
Joe Rohrlich
Vice President, Client Success
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What exactly is UGC?
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Myth: Negative UGC will kill my sales!
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Quantity? Rating? v.
+111%Conversion Rate
+2%Conversion Rate
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1. Good review text (1-5 reviews)
2. High number of reviews
3. Some critical reviews
4. Recent reviews
Then everything else …
(Star ratings, secondary ratings, social recommendations, profiles, context data, Facebook,
filters, sorting, etc)
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3.9
4
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
CPG ConsumerElectronics
HomeImprovement
Travel SportingGoods
Toys
Average Rating by Category
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Fact:It’s not the perfect product for everyone…and shoppers know it.
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Myth: The consumer is
always right.
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When brands responded to product misuse with guiding instructions, shoppers who saw those responses were more likely to buy the product and felt more positively about the product. Increase in intent
to purchaseIncrease in product
sentiment
186%
Fact:Consumers aren’t all pure geniuses. Sometimes they appreciate a little help!
157%
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Myth: A couple of reviews will do.
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Fact:Be Greedy. More IS More.
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Myth:But no one will talk about that
product!
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Kitty Litter: 21,400 Fact:
Sponges: 11,400
Frozen French Fries: 16,000
Toilet Paper: 2,900
Checking Account: 6,000
Tax Stores: 89,000
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Myth: Be careful…don’t ask the
consumer for too much!
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69.6%Long form
68.6%Short form:
Percentage of responses to surveys:
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Fact:He who shares his opinion…actually wants to help…usually.
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Myth: No one trusts reviews anymore.
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71%of people read consumer reviews before making a
purchase.
Fact:People are actually getting savvier about word-of-mouth.
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Myth:Word-of-Mouth. It’s a .com thing.
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Fact:Word-of-mouth lives everywhere we are.
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Myth:Your best copyeditor sits on
Madison Ave.
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Fact:Your best copywriter might just be my Mom.
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Myth:Word-of-mouth is just a 1-time
campaign.
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Fact:It’s always on.
Keep feeding it.