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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.