{"id":1794,"date":"2016-12-08T10:00:17","date_gmt":"2016-12-08T10:00:17","guid":{"rendered":"https:\/\/blog.qualaroo.com\/?p=1794"},"modified":"2026-06-11T06:35:20","modified_gmt":"2026-06-11T06:35:20","slug":"optimizing-your-product-pages-with-video-user-generated-content","status":"publish","type":"post","link":"https:\/\/web-staging.qualaroo.com\/blog\/optimizing-your-product-pages-with-video-user-generated-content\/","title":{"rendered":"Optimize Product Pages with UGC: Tactics That Convert"},"content":{"rendered":"<p><em>This is a guest post by Kaleigh Moore from <a href=\"https:\/\/www.bigcommerce.com\/\">BigCommerce<\/a>.<\/em><\/p>\n<p class=\"p1\"><em><span class=\"s1\">Kaleigh Moore is a writer at BigCommerce and founder of Lumen Ventures, which helps to educate online sellers on how to grow their businesses across the web. She&#8217;s a longtime entrepreneur, who&#8217;s run profitable businesses with zero paid advertising. She focuses on influencer marketing strategies and online marketplace diversification to grow sales on a small budget. Kaleigh\u2019s work has been featured in Entrepreneur, Inc. Magazine, Kissmetrics, SumoMe, and more.<\/span><\/em><\/p>\n<hr \/>\n<p>Product pages are often overlooked when it comes to <a href=\"https:\/\/www.bigcommerce.com\/blog\/conversion-rate-optimization\/\"><u>conversion optimization<\/u><\/a>, mobile experience and SEO. Sure, you might look at A\/B testing the placement of a CTA button or add better product photos, but in large part, product pages remain static and under-utilized.<\/p>\n<p><i><b>But what if each product page was optimized for conversions just like a landing page? <\/b><\/i><\/p>\n<p>Not only would this improve mobile SEO efforts, but it would also help improve the overall customer experience.<\/p>\n<p>With data from <a href=\"http:\/\/blogs.gartner.com\/jake-sorofman\/gartner-surveys-confirm-customer-experience-new-battlefield\/\"><u>Gartner<\/u><\/a> indicating that 89% of businesses will compete mainly on customer experience by as soon as 2017, it\u2019s clear that CX on product pages can no longer be ignored.<\/p>\n<p>By adding videos, user-generated content (like a stream of social media content featuring the product and\/or user-submitted product photos or videos), and elements of social proof like customer reviews, you can transform the product pages on your ecommerce site into conversion-driven sales assets.<\/p>\n<p>Here are few ways retailers have already started transforming their product pages into landing pages and the results these efforts have produced.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Incorporating_Video_User-Generated_Content_on_Product_Pages\"><\/span>Incorporating Video &amp; User-Generated Content on Product Pages<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When examining areas for optimization on product pages, one of the first improvements that comes to mind is adding more dynamic visuals.<\/p>\n<p>To ensure your product videos load quickly and play smoothly across devices, choose appropriate <a href=\"https:\/\/www.techsmith.com\/blog\/video-file-formats\/\">video file formats<\/a>, including when to use MP4, MOV, or MKV, to balance quality, compatibility, and page speed.<\/p>\n<p>Data shows that customers are <a href=\"https:\/\/blog.kissmetrics.com\/product-videos-conversion\/\"><u>64-85% more likely to buy after watching a product video<\/u><\/a>. And, according to findings from <a href=\"http:\/\/tubularinsights.com\/product-page-videos-higher-conversions\/\"><u>Liveclicker<\/u><\/a>, retailers who added video to most product pages saw a 68% boost in average order value (AOV).<\/p>\n<p>Liveclicker&#8217;s findings showed three themes:<\/p>\n<ul>\n<li><b>The more video the better<\/b>: AOV for retailers with video embedded on 50-75% of their product pages was around $300, while it was only $177 for those with video on only 0-25% of product pages<\/li>\n<li><b>Video raises conversion rates.<\/b> Retailers that uploaded video to most of their product pages reported conversion rates were nearly 80% higher than those retailers with product videos on less than 25% of their landing pages<\/li>\n<li><b>Customers spend more after watching video content.<\/b> Customers who watched 10 or more videos spent 119% more than customers who watched just one video<\/li>\n<\/ul>\n<p>What\u2019s more: Retailers who include videos on their product landing pages see a sales conversion rate of around 9%, and according to <a href=\"http:\/\/www.wordstream.com\/blog\/ws\/2014\/03\/17\/what-is-a-good-conversion-rate\"><u>WordStream<\/u><\/a>, the average conversion rate is only about 2.35%.<\/p>\n<p><b>That\u2019s a conversion rate increase of 282%.<\/b><\/p>\n<h3>Curating User Generated Content, Not Just Advertising Videos<\/h3>\n<p>It\u2019s not just <a href=\"https:\/\/www.bigcommerce.com\/blog\/ecommerce-product-videos\/\"><u>ecommerce videos<\/u><\/a> that are helping transform product pages into high conversion landing pages. Online retailers are also incorporating user-generated content (think user submitted photos, reviews, etc.) to make their product pages more effective. MarketingLand reported that more than <a href=\"https:\/\/martech.org\/survey-customers-more-frustrated-by-how-long-it-takes-to-resolve-a-customer-service-issue-than-the-resolution\/\"><u>90% of customers\u2019 purchase decisions are influenced by online review<\/u><\/a>s, and according to Forrester research, <a href=\"http:\/\/www.business.com\/ecommerce\/the-future-of-ecommerce-marketing-is-visual-user-generated-content\/\"><u>70% of consumers consider product and brand recommendations<\/u><\/a> from their social circles trustworthy.<\/p>\n<p>User-generated content, such as reviews, not only provides validation and instills trust but also positively impacts SEO. Search engines tend to favor websites that feature a consistent flow of new content, and user-generated reviews serve as an ideal way to achieve this. You can use a\u00a0<a class=\"c-link\" href=\"https:\/\/invideo.io\/make\/video-maker\/\" target=\"_blank\" rel=\"nofollow noopener sponsored noreferrer\" data-stringify-link=\"https:\/\/invideo.io\/make\/video-maker\/\" data-sk=\"tooltip_parent\">video maker<\/a>\u00a0to create video reviews and video testimonials. Creating testimonial videos can be a smart move to highlight your customers&#8217; satisfaction with your product.<\/p>\n<p>OK, at this point you\u2019re probably thinking, <i>\u201cThese stats are great, but what about real life examples?\u201d <\/i>Here are some retailers who have seen actual results from adding video and additional user-generated content to product pages.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brands_Increase_Conversions_with_Product_Page_Video_User-Generated_Content\"><\/span>Brands Increase Conversions with Product Page Video &amp; User-Generated Content<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When outdoor retailer <a href=\"https:\/\/kelty.com\/\"><u>Kelty<\/u><\/a> learned that 40% of its traffic was coming from mobile but that conversion rates for this medium were lower than average, they decided to undertake a re-design to create a more user-friendly experience on mobile.<\/p>\n<p>As part of the re-design, they implemented product videos on all of their product pages, as seen in the example below.<\/p>\n<p><iframe loading=\"lazy\" title=\"Kelty Redwing 32\" width=\"1120\" height=\"630\" src=\"https:\/\/www.youtube.com\/embed\/VIY8IhYmU0U?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1797\" src=\"https:\/\/qualaroo.com\/blog\/wp-content\/uploads\/2016\/12\/bigcommerce-exchange-1.png\" alt=\"bigcommerce-exchange-1\" width=\"772\" height=\"411\" \/><br \/>\nAlong with videos, they also implemented customer reviews on each page, which allowed customers to share feedback on their purchases.<\/p>\n<p><b>The result: <\/b>After the site re-launched with the contextual product page videos and user-generated reviews, mobile conversions went up an astounding 147%. Not only was the brand able to better accommodate a large portion of its customers on their preferred purchase channel, but they built a mobile experience with easy-to-use features that directly drove sales.<\/p>\n<p>Other brands have taken a step beyond video to produce similar impressive results.<\/p>\n<h3>StoreYourBoard Simultaneously Improved UX and SEO<\/h3>\n<p><a href=\"https:\/\/www.storeyourboard.com\/\"><u>StoreYourBoard<\/u><\/a> incorporated a customer Q&amp;A tool, customer reviews, and user-generated photos to its product pages to create a more robust customer experience \u2013\u2013 and to improve SEO at the same time (thanks to the additional content and keywords these assets added on each individual page).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1800\" src=\"https:\/\/qualaroo.com\/blog\/wp-content\/uploads\/2016\/12\/bigcommerce-exchange-2.png\" alt=\"bigcommerce-exchange-2\" width=\"634\" height=\"825\" \/><br \/>\nThanks to these new product page features, StoreYourBoard was able to:<\/p>\n<ul>\n<li>Answer more than 60 customer-submitted questions per page<\/li>\n<li>Earn more than 2,000 product reviews (20% of which included user-generated photos)<\/li>\n<li>Generate 1,300+ answers to FAQs across product pages<\/li>\n<\/ul>\n<p>In terms of direct ROI, they found that 25% of customers who submitted a question went on to make a purchase, and that all of the new content generated by customers was crawlable by search engines, which directly boosted their SEO efforts.<\/p>\n<p>More and more online retailers are discovering that by transforming product pages into conversion-driven landing pages with a mobile-first mentality, they\u2019re earning more sales, exposure, and praise from satisfied site visitors.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Re-Examine_Product_Pages_to_Improve_Experience_Drive_Sales\"><\/span>Re-Examine Product Pages to Improve Experience &amp; Drive Sales<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you\u2019re hoping to attract and convert more of your site visitors on both mobile and desktop, it\u2019s clear that taking a hard look at your existing product pages and making some improvements is a good place to start.<\/p>\n<p>Looking back at the research and examples we\u2019ve gone over, we can glean a few key takeaways from the information and put it to use:<\/p>\n<ol>\n<li>Adding video and user-generated content to product pages is an easy way to boost sales by creating a more dynamic experience.<\/li>\n<li>Optimizing product pages and <a href=\"https:\/\/www.bigcommerce.com\/blog\/how-to-rock-product-photography-on-a-budget\/\"><u>product photos<\/u><\/a> as if they were landing pages helps create a better online experience for the user, and drives SEO efforts at the same time.<\/li>\n<li>User-generated content like customer questions, reviews, and photos help create a more robust product page and breaks down obstacles in the way of purchase for other customers.<\/li>\n<\/ol>\n<p>By creating product pages that accommodate your customers in a variety of ways, you can transform these assets into conversion-driving machines \u2013\u2013 which is good news for your bottom line.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is a guest post by Kaleigh Moore from BigCommerce. Kaleigh Moore is a writer at BigCommerce and founder of Lumen Ventures, which helps to educate online sellers on how to grow their businesses across the web. She&#8217;s a longtime entrepreneur, who&#8217;s run profitable businesses with zero paid advertising. She focuses on influencer marketing strategies&#8230;<\/p>\n","protected":false},"author":28,"featured_media":1795,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1794","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/posts\/1794","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/users\/28"}],"replies":[{"embeddable":true,"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/comments?post=1794"}],"version-history":[{"count":6,"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/posts\/1794\/revisions"}],"predecessor-version":[{"id":25156,"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/posts\/1794\/revisions\/25156"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/media\/1795"}],"wp:attachment":[{"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/media?parent=1794"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/categories?post=1794"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/web-staging.qualaroo.com\/blog\/wp-json\/wp\/v2\/tags?post=1794"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}