User-Generated Content: 4 Ways To Boost Traffic And Sales With UGC

If you’ve ever made a purchase online, you understand the impact a number of excellent customer reviews can have on your decision to buy something. Whether you saw the reviews on an external website, a social media platform, or in the item description itself, seeing dozens of 5-star reviews has likely convinced you to make a purchase in the past.

Why? User-generated content more accurately appeals to your target audience – because the content is coming from your target audience.

You may have a general idea of what your audience would like to see, but realistically there is only so much convincing you can do. In-depth descriptions of products may make them sound appealing, but they may not cover answers to important questions you hadn’t thought about before making the description. Encourage user-generated content, and use it in several ways to better promote and sell your product.



  • Post user-generated reviews on each product’s page.
  • Use a Community Q&A feature to encourage engagement between past and current customers.
  • Include images of the product taken by customers in the Product Reviews portion of each page.

Customers who are unsure about making a purchase can be convinced to complete the checkout process by viewing reviews other customers have posted on a website or page. When buyers are apprehensive about the quality of their purchase, customer reviews can provide assurance and be an effective way to prevent cart abandonment.

To further encourage customers to purchase, websites can include a Community Q&A feature which allows customers to ask questions and get personal responses from past customers. Including user-generated images is also an effective way to convert visitors into buyers, as they can see what the product will look like when it arrives.

Social media can also use user-generated content to increase engagement on external platforms. Market your brand by:

  • They are creating an Instagram campaign to encourage customers to share their reviews.
  • They are asking customers to share their reviews on their social media profiles.
  • Share UGC on your own social media pages.

You can begin reaching a much larger audience by sharing user-generated content about your product. When more individuals in the demographic of your target audience see customer reviews (particularly those of their friends and family), they will be more likely to visit your product’s page and make a purchase.

In addition to sharing reviews on social media, user-generated content should be included when running a paid marketing campaign on any social network. Social media users do so to see the opinions and thoughts of their friends and family, and it’s essential to recognize that many users will skip over an ad quickly if they feel it has no relevance to them. Circumvent this by including customer reviews in your ads, giving them a much more personal, social feel, encouraging higher click-through rates and more page visitors.

User-generated content can be an extremely effective way to improve your website’s visibility in search engines. When customers leave feedback and reviews on your product pages, it creates fresh content that is relevant to your page, which makes it easier for search engines to find your website. The more user-generated content you feature on your website or store page, the higher your visibility in search results will be when customers search for relevant terms.

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Steve has entrepreneurship in his DNA. Starting in the early 2000s, Steve achieved eBay Power Seller status which propelled him to become a founding partner of, a contact lens and eyewear retailer. Four years later through a successful exit from that startup, he embarked on his next journey into digital strategy for direct-to-consumer brands.

Currently, Steve is a Senior Merchant Success Manager at Shopify, where he helps brands to identify, navigate and accelerate growth online and in-store.

To maintain his competitive edge, Steve also hosts the top-rated twice-weekly podcast eCommerce Fastlane. He interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, that assist Shopify-powered brands to improve efficiencies, profitably grow revenue and to build lifetime customer loyalty.

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