Ecommerce
10 Types of Customer Surveys Every Ecommerce Merchant Should Use
November 13, 2024
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8 min read
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How consumers are influenced has changed. Polished ads no longer hold the sway they once did, and branded content campaigns do little to build trust.
Instead, consumers want something more authentic, more believable. They want to know that others, just like them, have found value in what you offer.
That's where user-generated content comes in.
With REVIEWS.io features, you can collect, manage and publish UGC with ease. With user-friendly tools and powerful integrations, you can gather more of the content you need, and share it where it matters.
But before we dive into the ‘how,’ let’s look at what user-generated content actually is - and why it matters so much to your marketing.
User-generated content is any form of online content produced by customers, rather than your own marketing team.
Visual and written reviews, social media mentions, Stories and Reels with your products in view - they all fall under the banner of UGC. As do unboxing videos, product demos, linked blog posts and podcasts. Essentially, it’s any organic, customer created content associated with your brand.
Unlike polished marketing materials, UGC is raw, unfiltered and, most importantly, real.
This authenticity makes it ideal for eCommerce customer trust. Instead of glossy ads, you can show real value through genuine experiences.
Aside from its authenticity, UGC has other traits that make it a great fit for eCommerce.
It’s relatable: giving shoppers inspiration and reassurance from those with similar tastes and lifestyles.
It’s dynamic: providing a regular stream of fresh content, in line with the latest online trends.
It’s sharable: easy to reuse, you can repurpose it across all your marketing channels.
So how does this translate into tangible value for your business?
Online shoppers are cautious. They know that not every retailer has genuine intentions, so gaining their trust is key. UGC is one of the best ways to do this.
Why? Because it comes from people just like them. It’s real, unscripted and relatable - everything modern consumers look for.
In fact, 84% of shoppers say they’re more likely to trust a brand’s marketing campaign if it features user-generated content. That’s a huge jump in buyer confidence.
Attracting and retaining customers is increasingly difficult. There are more brands online than ever before, and acquisition costs are at an all time high. UGC helps you stand out.
Statistics show that UGC leads to 50% higher engagement with social campaigns, 4x higher click through rates for ads, and a 90% increase in time spent on site.
By using UGC, you stay competitive. It captures attention, boosts interaction, and keeps your brand top of mind.
UGC provides context. It gives shoppers the information they need to feel confident about their purchases - whether it’s how a product looks in real life, how it fits, or how others are using it.
This has a direct impact on conversion rates, average order value (AOV) and revenue per visitor (RPV). To quantify it, one study found an impressive 154% uplift in RVP for sites that featured UGC.
When shoppers see real-world applications of your products, they’re more likely to buy - and spend more when they do.
As well as revenue, you can also boost your SEO with UGC.
It’s an easy way to add fresh, relevant content to your site, which search engines love. And reviews often include keywords customers use to search for your products, improving your rankings.
Then there’s your social media presence. Because users are more likely to interact with and share UGC, it spreads organically. This builds a community around your brand and puts you in front of more potential customers.
Why invest in expensive content creation when customers are already producing quality content for you?
UGC not only saves money but also scales as your customer base grows. The more customers you have, the more content they generate, giving you an endless stream of authentic marketing material.
And because it drives higher engagement and conversion rates, you’ll see greater ROI for every marketing dollar you do spend.
We know that UGC comes in many different forms. So which are the most beneficial to your marketing strategy?
Here’s a look at the most popular types of UGC for eCommerce, and why they’re impactful:
Written Reviews: These are great for product insight. They give unbiased opinions on things like quality, usability and performance, helping shoppers understand a product's true value.
Visual Reviews: Photo and video reviews bring products to life. Instead of imagining, shoppers see first-hand how something looks, works, and fits into the real world.
Social Media Mentions: This type of UGC acts as a peer recommendation. It’s social media users endorsing your brand in front of their followers.
Instagram UGC: Here we’re talking posts, Stories and Reels created by users. These show your products in authentic, often inspirational settings.
TikTok Videos: Short form video is the ideal way to connect with a younger audience. This type of UGC is typically fun, creative, and based around TikTok trends. In the best case scenario, it can see your brand go viral.
Asking for post-purchase feedback is one of the easiest ways to collect UGC. Especially when requests are automatically sent for completed orders. Invest in tools that allow you to do this.
With REVIEWS.io Flow, you can build custom sequences to meet your needs. Send email and SMS requests, follow up with non-respondents, and ask for visual content from 5* reviewers. It’s an easy way to collect UGC at scale, without lifting a finger.
Be sure to follow some basic rules to improve response rates and review quality:
Time it right: This is key. The customer needs enough time to experience the product, but you also want that experience to be fresh in their mind. You can set timing triggers when you build your Flows.
Personalize the request: When you design your request templates, include dynamic fields for personalization. Including the customer’s name and the product bought makes it feel genuine and relevant.
Keep it on brand: Requests should be recognizable, so make sure they match your style and brand design. This is easy with our code-free customization tools.
Collect attributes: Reviews work best when they’re detailed. With Review Attributes, you can ask specific questions - like fit according to size, or satisfaction with delivery. This gives UGC more depth and relevance.
UGC is incredibly valuable, so it's worth offering incentives for it. Things like discounts and freebies give customers an extra nudge to create more of the content you need.
If you have one, the easiest approach is to boost UGC through your loyalty program. Members of this are already engaged with your brand, so more likely to respond to requests. And by helping them build their points balance, you’ll encourage more repeat purchases too.
You can use our Influence integration here. This lets you tie UGC requests directly to your loyalty program, and automate the rewards process.
Make sure your incentives match your goals. For example, if you want more video reviews, offer more points for these than for written reviews.
Along with the visual and written reviews you collect, be sure to keep your eye on the most relevant social platforms. Customers often create content organically, particularly on sites like Instagram.
This type of UGC is highly authentic and inspirational, making it perfect for your marketing campaigns.
Our Instagram UGC tools help you stay on top of this content. UGC Manager automatically notifies you of any posts that @mention your brand. You can then request permission rights with a single click.
This content is then stored along with visual reviews in a single library. It’s an easy way to collate, categorize and access everything you need for authentic marketing.
Campaigns are a great way to encourage customers to share their experiences. Seasonal ideas - like holiday photo contests - or evergreen campaigns, such as “show us your style,” keep content flowing.
For example, as a fashion brand, you might ask customers to share outfits featuring your products. Or as a home goods store, encourage photos of styled spaces.
And remember, with UGC Manager, you’ll be notified of all the content your campaigns generate. This makes it easy to keep track of submissions and request rights for the best posts.
Influencer content works perfectly alongside UGC. It inspires, builds trust, and sets a creative tone for others to follow. Not to mention extending your reach.
Micro-influencers are especially valuable. Their smaller audiences are highly engaged and trust their recommendations. Collaborate with them to create authentic content, like reviews or how-to videos, and encourage their followers to join in.
Use this content to enhance your UGC strategy. Feature it on social media, in emails, or on product pages to boost credibility and inspire more contributions.
Communities are at the heart of strong UGC campaigns. They create a sense of belonging, which makes people more likely to share their experiences.
Set up ways for your audience to connect - like groups or through a branded hashtag. Then get involved by replying to their posts, answering questions, and showcasing their best content.
Loyalty builds over time, so nurture these relationships. The more connected your audience feels, the more they’ll contribute.
By now you should have a good idea of why UGC is so powerful, and how REVIEWS.io features can help you collect more of it.
Now, let’s look at how to put it into action.
Make your product pages shine with a mix of visual and written reviews. Complement these with Instagram posts, and you’ll give shoppers real insight into what they’re about to buy.
These should look native to your site, so search our widget library to find the perfect look. Choose from multiple layouts, all customizable to suit your brand aesthetic.
You can also highlight standout feedback with the Review Nuggets widget, drawing attention to your most persuasive UGC.
62.7% of Instagram users follow or research brands and products on the app. This makes it the ideal place for UGC, helping you build a buzz and a sense of community.
Share customer photos and videos directly to your feed, or collate them into engaging Stories and Reels. You should also repost content where customers tag your brand, adding it to your highlights, or creating a dedicated ‘customers love’ gallery.
When users do research your brand, they’ll see a vibrant, authentic feed full of real customer experiences.
If you’re selling on TikTok Shop, UGC is a must. To convince customers to make a purchase, you need to build trust directly within the platform.
You can use our TikTok Shop integration for this. It lets you push your existing reviews and star ratings to your TikTok product pages. Instead of waiting for reviews to come in through TikTok sales, you can use the UGC you already have.
Video reviews are also ideal for sharing on TikTok. They’re short, fun and creative, so fit perfectly with the nature of the platform. Collect more of these with dedicated Video First campaigns.
Shoppable UGC galleries let users click on a photo and go straight to the relevant product page. They make browsing more interactive, improving the shopping experience.
With REVIEWS.io’s UGC Publish, you can create galleries in carousels, grids, or collages. Use these across your site in different ways.
For example, dedicated galleries for seasonal promotions, featured products, or collections based on trending items. They’re also great for cross-selling or upselling by showing how different products work together.
It’s an easy way to engage shoppers, aid product discovery, and shorten the path to purchase.
Social proof banners showcase customer reviews and ratings in a bold, eye-catching way. They build trust instantly, showing browsers that others love your products.
You can place them anywhere - on your website’s homepage, product pages, or checkout. They’re also great for sharing on social media and in ad campaigns.
With our Social Proof Editor, creating banners is quick and easy. No coding needed, and you can customize everything to match your brand guidelines.
Use them to highlight top-rated products, share recent customer feedback, or create ad creatives that stand out.
Email marketing is a key tool for eCommerce. And UGC makes it even more effective, adding credibility and influence to your campaigns.
Try using UGC in:
With our Klaviyo integration, you can easily drop dynamic content blocks like reviews and shoppable UGC galleries into your email templates. Combine this with Klaviyo’s powerful segmentation, and your email marketing becomes more targeted, personal, and profitable.
Selling on multiple platforms? Shoppers need trust signals wherever they find you, so make UGC part of your approach.
Our syndication tools make it easy to share UGC across third-party marketplaces. Thanks to direct partnerships with Google, Walmart, and BazaarVoice, your reviews and ratings get even greater reach and visibility.
There’s no need to juggle different tools and strategies. With REVIEWS.io, you can manage your reputation and showcase UGC from one central platform.
DO: Encourage honest feedback
UGC should be genuine, so let customers know you value their honest opinion. A balanced view is more trustworthy, and gives you the insights you need to make improvements.
DO: Simplify submissions
Make it easy for customers to contribute with a quick and easy process. Tools like REVIEWS.io streamline submissions, boosting the quantity and quality of your UGC.
DO: Credit creators properly
Always tag or mention the original creator when sharing their content. This shows appreciation and strengthens relationships. It also encourages more users to share their own experiences.
DO: Monitor sentiment
When you know what customers value in your products, you can highlight the most impactful UGC. Use AI Assistant to find popular trends in your review content at regular intervals.
DON’T: Hide or delete negative reviews
It may be tempting but shoppers will trust you more if you’re fully transparent. Instead, respond to negative reviews publicly to highlight excellent customer service.
DON’T: Over-incentivize
Excessive rewards can skew the authenticity of UGC and lead to biased content. Use incentives moderately and never pressure customers into leaving only positive feedback.
DON’T: Ignore engagement
Don’t forget to interact with users who contribute UGC. Thank them, reply to comments and answer questions publicly. It shows you value their input and keeps your brand in the spotlight.
DON’T: Ignore the data
Measure performance by looking at engagement and conversion rates for different types of UGC. Ignoring these metrics means missing valuable opportunities to optimize your marketing efforts.
UGC drives connection, builds confidence, and turns shoppers into loyal customers. It’s an effective way to stand out in a competitive market. And with tools like REVIEWS.io in your tech stack, it’s easier than ever to harness its potential.
Key REVIEWS.io features include:
Automated collection. Build smart flows to generate more customer content.
Instagram UGC tools. Track and manage organic content posted on Instagram.
Easy publication. Share UGC with customizable widgets, shoppable galleries and social proof banners.
Powerful integrations. Link UGC to other tools, like those for loyalty and email marketing.
Multi-channel syndication. Share UGC to channels like Walmart, Google and TikTok Shop.
Drive your brand’s success with user-generated content.
Let us show you how. Book a demo today and explore our UGC features in full.
