{"id":29409,"date":"2023-06-07T17:39:41","date_gmt":"2023-06-07T22:39:41","guid":{"rendered":"https:\/\/www.powerreviews.com\/?p=29409"},"modified":"2023-06-08T15:35:07","modified_gmt":"2023-06-08T20:35:07","slug":"reviews-influence-purchase-behavior-funnel","status":"publish","type":"post","link":"https:\/\/www.powerreviews.com\/reviews-influence-purchase-behavior-funnel\/","title":{"rendered":"How Reviews Influence Purchase Behavior Throughout the Funnel"},"content":{"rendered":"
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As an ecommerce professional, there\u2019s no doubt you\u2019re familiar with the concept of the funnel.\u00a0<\/span><\/p>\n

But in case you need a refresher\u2026the ecommerce purchase funnel, also known as the sales funnel, is a framework that describes the journey a consumer makes from the moment they become aware of a product or service to the point of making a purchase \u2013 and coming back for more.<\/span><\/p>\n

A quick Google search will make it clear there are many different funnel frameworks. But all have the same basic tenets. Essentially, the funnel is divided into different stages \u2013 each involving a different level of engagement with your brand and its offerings.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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It\u2019s Imperative to Measure and Optimize Your Funnel\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The most successful B2C brands understand the funnel \u2013 and have a grip on how to move consumers through each funnel stage.\u00a0<\/span><\/p>\n

In other words, these brands understand how their customers navigate the purchase journey. They understand where shoppers get stuck in the funnel or fall off altogether. They use this intel to adjust their focus \u2013 and their resource allocation.<\/span><\/p>\n

The power and strength of your brand plays a big role in how consumers progress through the funnel. If you\u2019re an established, mature business, your target market likely already has awareness of your products and services. That awareness makes it easier to launch new products and services.\u00a0<\/span><\/p>\n

Conversely, a new brand launching a new product will likely need significant focus on generating awareness.\u00a0<\/span><\/p>\n

The below model \u2013 an ecommerce maturity axis \u2013 illustrates how marketing investment and focus typically evolves over time as brands and retailers grow.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Although simplistic, it provides high level direction. Here at PowerReviews, we\u2019ve worked with ecommerce businesses of all shapes, sizes, and stages. This axis typically reflects how a business\u2019 focus evolves and matures as they become more established.<\/span><\/p>\n

The key \u2013 as mentioned before \u2013 is to gain a deep understanding of the perception and performance of your product and then adapt resource deployment and focus accordingly.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Different Funnel Stages Require Different Approaches \n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The path to purchase is full of twists and turns. It\u2019s the responsibility of the marketing team to understand which factors consumers trust throughout this journey \u2013 and which impact their behavior.\u00a0<\/span><\/p>\n

There are myriad strategies and tactics available to marketing teams. Typically, marketers employ different strategies and tactics at different stages of the funnel. For example, a marketing team might invest heavily in social media advertising to boost awareness \u2013 and email for those shoppers who have already made a purchase.\u00a0<\/span><\/p>\n

Ideally, each strategy or tactic should have accompanying metrics, which are regularly tracked to assess how effective each initiative is at moving shoppers through the funnel. <\/span>Those metrics vary based on the funnel stage and channel but here are some examples.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tStage<\/span><\/th>\n\t\t\t \t\t\t\t \n\t\t\t\t\t\t\t\t\t\t\t\t\t\tExample Measurement<\/span><\/th>\n\t\t\t \t\t\t\t <\/tr>\n\t\t\t <\/thead>\n\t\t\t \t
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Awareness<\/div><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t \t\t\t\t\t\t\t\t\t\t\t
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Ad Impression,\nAd Engagement (e.g. Video Watch),\nEmail Open,\nWebsite Visit,\nOrganic Social Impression,\nSearch Activity<\/div><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/tr>\n\t\t\t \t\t\t\t\t\t
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Interest<\/div><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t \t\t\t\t\t\t\t\t\t\t\t
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Website Engagement (e.g. which pages viewed),\nSocial Media Engagement (Follow, Comment etc.),\nTime on Site,\nTime on Page,\nAd Click Through,\nEmail Click Through<\/div><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/tr>\n\t\t\t \t\t\t\t\t\t
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Conversion<\/div><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t \t\t\t\t\t\t\t\t\t\t\t
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Conversion Rates<\/div><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/tr>\n\t\t\t \t\t\t\t\t\t
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Renewal<\/div><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t \t\t\t\t\t\t\t\t\t\t\t
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Repeat Purchase,\nCustomer Lifetime Value,\nLoyalty Program Sign Up,\nUGC Submission (Product Review, Social Post etc.)<\/div><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/tr>\n\t\t\t \t\t\t <\/tbody>\n\t\t\t<\/table>\n\t\t<\/div>\n\t \t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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There\u2019s no doubt many factors impact a shopper\u2019s behavior across the purchase journey. But some strategies are proven to hold more power than others.<\/span><\/p>\n

Yet, many brands and retailers continue to invest heavily in initiatives that aren\u2019t as impactful as they might think.\u00a0<\/span><\/p>\n

Consider paid media \u2013 including digital advertising. According to <\/span>Statista, <\/span><\/a>worldwide spending on digital advertising is expected to reach $616 billion this year. Yet, according to a <\/span>Nielsen report<\/span><\/a>, a significant portion of consumers don\u2019t trust these channels. Specifically, 36% of consumers don\u2019t trust ads served up in search engine results; likewise, the same percentage distrust social media ads.\u00a0<\/span><\/p>\n

Of course, some types of advertising are more influential than others. According to <\/span>Statista<\/span><\/a> survey, 41% of respondents find social media advertising to be the most influential; 39% cite TV and streaming ads.\u00a0<\/span><\/p>\n

And while some brands have shifted a significant portion of their marketing budgets on influencer engagement, a <\/span>report from Nielsen<\/span><\/a> found that less than a quarter (23%) of consumers trust ads from influencers. <\/span>Our own research<\/span><\/a> found just 17% of shoppers consider influencer endorsements when making a purchase decision.\u00a0<\/span><\/p>\n

However, a <\/span>recent survey<\/span><\/a> of more than 8,000 shoppers in the US found that 90% consider customer ratings and reviews when it comes to making a purchase decision, and 73% consider photos and videos of products taken by real consumers who have used the products in question.<\/span><\/p>\n

Other, more traditional marketing efforts \u2013 including TV commercials, influencers, and even social media \u2013 fall much further down on the list. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\tKey Considerations for Making Purchase Decisions \n<\/span>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Which of the following do you CONSIDER when it comes to making purchase decisions? <\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tCustomer Ratings and Reviews\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t90%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tCustomer photos and videos\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t73%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tRecommendations from friends\/family\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t73%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tResults on Google and similar search engines\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t56%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tSearch results on retail sites (e.g. Amazon.com or Walmart.com)\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t48%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tIndependent expert reviews (online, newspaper, magazine, TV)\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t30%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tFacebook\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t28%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tInstagram\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t26%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tEmails from brands and retailers selling products\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t24%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tTiktok\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t23%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t22%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tInfluencer endorsement\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t17%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tNews coverage (online, newspaper, magazine, TV)\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t16%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tTraditional TV commercials\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t13%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\tCelebrity endorsement\t\t\t<\/span>\n\t\t\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t8%<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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UGC Positively Impacts Purchase Behavior Throughout the Funnel\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The data doesn\u2019t lie: consumers value UGC over brand- and influencer-generated content. But why?<\/span><\/p>\n

It all comes down to trust and authenticity.\u00a0<\/span><\/p>\n

There are many benefits of building and maintaining trust with shoppers. According to a <\/span>report from PwC<\/span><\/a>, nine in ten (91%) of consumers are more likely to buy from a company they trust. And 88% are likely to recommend the company to others.\u00a0<\/span><\/p>\n

But the same report found that just 30% of consumers have a \u201chigh level of trust\u201d in businesses.\u00a0<\/span><\/p>\n

Of course, there are many ways to build trust and maintain trust with consumers. But collecting user-generated content (yes, even the less-than-flattering stuff) is a key way to bolster trust. In fact, according to <\/span>Statista<\/span><\/a>, reviews are the #2 factor impacting shoppers\u2019 willingness to trust a brand \u2013 only behind price.\u00a0<\/span><\/p>\n

Brand-created content is developed with the ultimate goal of selling products. Consumers know this to be true. However, UGC is submitted by consumers with no motive \u2013 aside from sharing their feedback. This content is authentic, and shoppers trust it.<\/span><\/p>\n

As such, UGC \u2013 including product ratings and reviews, consumer images and videos, and questions and answers (Q&A) is hugely powerful validation of product value. And it consistently plays a huge role in moving shoppers through each stage of the funnel. Let\u2019s take a closer look at each stage in more detail.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Stage 1: Awareness\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Awareness is the initial stage of the ecommerce funnel. This is the stage where a consumer becomes aware of your brand and its offerings – having not been so before.<\/span><\/p>\n

This might be the result of seeing a TV commercial \u2013 or it could be from hearing about your brand and product from a friend.\u00a0<\/span><\/p>\n

During the awareness stage, the goal is to increase visibility of your brand and offerings\u00a0 so more consumers enter the rest of the funnel. After all, a consumer can\u2019t purchase your products if they don\u2019t know those products (or your company) exist.<\/span><\/p>\n

Marketing teams employ a number of different tactics to increase awareness. Those tactics depend largely on the strength and general market awareness of the brand.<\/span><\/p>\n

For example, an established brand might focus on SEO to ensure their new product pages rank high in search engine results. That same brand might also invest in paid search ads for their new product offerings. This makes sense, as 63% of consumers depend on search engine results to learn about new products.<\/span><\/p>\n

A new, niche brand, on the other hand, may allocate a large portion of their spending on highly targeted, paid and organic social media posts.<\/span><\/p>\n

However, UGC is also a key way consumers learn about new brands and products. A <\/span>recent survey<\/span><\/a> found that nearly three-quarters (74%) learn about new products through ratings and reviews \u2013 and 60% do so through user-generated imagery.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\tPortion of Consumers Who Use Various Channels to Learn About New Products\n<\/span>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
Ratings and reviews<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
Search engine results<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
User-generated imagery<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
Word of mouth<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
Search results on retailer pages<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
TikTok<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
Facebook<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
Brand & Retailer Emails<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
Instagram<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
YouTube<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
Independent expert reviews<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
Influencer endorsement<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
News coverage<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
Traditional TV commercials<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
Celebrity endorsement<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Source: The Ever-Growing Power of Reviews (2023 Edition)\n<\/a><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Based on these results, the powerful social proof of UGC should be a key element of any top of funnel brand awareness activity.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Paid and organic search\n<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Take, for example, search engine results. If your brand collects a steady stream of reviews, <\/span>star ratings and excerpts from reviews can display within organic search results<\/span><\/a> (<\/span>here\u2019s technical guidance for PowerReviews customers<\/span><\/a>). You can also display star ratings and review count in paid search ads to peak interest \u2013 and boost clickthrough.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Social<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Social media is another top channel consumers turn to to learn about new products. Incorporating UGC into paid and organic social posts is an effective way to increase engagement \u2013 and nudge shoppers further down the funnel.<\/span><\/p>\n

According to a <\/span>recent survey<\/span><\/a>, nearly half of shoppers say that the presence of ratings and reviews increases their likelihood of clicking on a social media post or ad. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\" <\/picture>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Display Ads\n<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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UGC can also be easily incorporated into display ads. Again, adding a star rating or a snippet from a review is an easy, effective way to boost clickthrough.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\" <\/picture>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Traditional Advertising\n<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Brands and retailers can even incorporate UGC into more traditional top-of-funnel initiatives, including TV commercials and print ads.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\" <\/picture>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Consumers trust UGC \u2013 and this content has the power to significantly increase awareness of your brand and your products. Look for ways to incorporate UGC into your top-of-funnel marketing. It\u2019ll increase shoppers\u2019 awareness of your brand and your product \u2013 and pull them further into the funnel.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Retailer Sites\n<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The awareness-stage tactics we\u2019ve explored up to this point are primarily focused on increasing visibility and generating more traffic to a brand\u2019s product pages. However, it\u2019s important to note that retailer sites are also a key destination for product discovery. Brands must have a strategy to stand out in this crowded environment.<\/span><\/p>\n

Let\u2019s say a consumer navigates to a retailer site \u2013 perhaps to find a product to address a new need, replace an existing product that no longer fits their needs, or simply because their go-to product isn\u2019t available.<\/span><\/p>\n

Once a consumer lands on a retailer\u2019s home page, they can launch their search in any number of ways. Perhaps they use the site menu to navigate to a specific product category and are taken to a product listing page of all items in that category. Or maybe they type a search term into the search box. Again, they\u2019re taken to a listing page with all results that meet the search criteria.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\" <\/picture>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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When a consumer lands on a product listing page (PLP), category page, search page, or even the homepage, there are a few factors that have a huge impact on where they go next. One top factor is the review footprint, which includes the item\u2019s average star rating and the review count.\u00a0<\/span><\/p>\n

Research<\/span><\/a> tells us that pages with reviews attract significantly more traffic. And in general, the more the reviews, the bigger the page view gains. As such, generating reviews is key to standing out on retailer sites.\u00a0<\/span><\/p>\n

In addition, a growing number of retailers now enable shoppers to purchase directly from the PLP and search results page \u2013 without first navigating to the PDP. This further accentuates the need for a strong reviews footprint.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Stage 2: Consideration\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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In the second stage of the ecommerce funnel, consumers have an awareness of your brand and your products. Now, they\u2019re doing their homework to determine whether your products are the best fit for their needs.<\/span><\/p>\n

In today\u2019s economic climate, <\/span>nearly three-quarters of consumers<\/span><\/a> are researching purchases more than before. And most often, that research takes place online. A <\/span>survey<\/span><\/a> found that 87% of consumers always or regularly research online when making a purchase decision.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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PDP Best Practices\n<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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At this stage, UGC is hugely influential. 90% of consumers consider ratings and reviews when it comes to making a purchase decision. And 73% consider user-generated imagery.<\/span><\/p>\n

Of course, consumers don\u2019t read every single review available for a product they\u2019re considering. Rather, they dig to find the content that speaks to their specific needs and use cases. As such, it\u2019s imperative to provide robust sort, filter, and search capabilities in the review display on your <\/span>product detail pages<\/span><\/a> so shoppers can easily surface the most relevant content.\u00a0\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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There\u2019s also plenty of opportunity to infuse the power of UGC into your other consideration-level efforts to boost purchase likelihood.<\/span><\/p>\n

Retargeting ads can be an effective way to re-engage with shoppers who were exploring your products \u2013 but left empty handed. <\/span>According to Invesp<\/span><\/a>, website visitors who are retargeted with display ads are 70% more likely to convert on the ecommerce website. Per a <\/span>MarketingProfs article<\/span><\/a>, the average clickthrough of a retargeting ad is 10X that of a display ad \u2013 0.7% versus 0.07%.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Re-targeting<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Incorporating UGC into those retargeting ads can boost clickthrough even more.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Let\u2019s say a consumer isn\u2019t ready to make a purchase \u2013 but opts in to emails. The brand can incorporate UGC into its emails to re-engage the shopper \u2013 and entice them to give a product another look.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Consumers have seemingly endless options. UGC \u2013 whether on its own or incorporated into other marketing initiatives \u2013 is key to building their confidence that your product is the right fit for their needs.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Stage 3: Conversion<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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A consumer knows about your products, has done their research, and has determined your offering is the best for their needs. But that doesn\u2019t mean they\u2019re guaranteed to convert. You\u2019ve got to work for it.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Optimize PDPs for Conversion\n<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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There are some critical factors impacting conversion, including pricing, checkout process, and shipping. However, based on the data, user-generated content is a key part of the overall puzzle.<\/span><\/p>\n

A <\/span>recent analysis<\/span><\/a> found that there\u2019s a 108.6% lift in conversion among site visitors who interact with ratings and reviews. The lift is 177.2% for those who interact with Q&A and 103.9% for those who interact with user-generated imagery.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\tUGC Positively Impacts Conversion \u2013 A Lot<\/span>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
conversion lift among shoppers who interact with ratings and reviews<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
conversion lift among shoppers who interact with Q&A<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
conversion lift among shoppers who interact with user-generated imagery<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Source: How User-Generated Content Impacts Conversion: 2023 Edition<\/a><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Sure, even a single review will increase conversion. But as a general rule, the more reviews, the larger the impact on conversion. While the \u201cideal\u201d number depends on a number of factors, a\u00a0 <\/span>recent analysis<\/span><\/a> found there\u2019s a staggering 292.6% lift in conversion when a product displays 5,000 or more reviews. So aim high!<\/span><\/p>\n

A product\u2019s average star rating also has a big impact on conversion rates. Per a <\/span>recent report<\/span><\/a>, the sweet spot lies between 4.75 and 4.99 stars. Products in this range see the highest conversion rates.\u00a0<\/span><\/p>\n

It\u2019s imperative your <\/span>product pages<\/span><\/a> are built for conversion. And a key part of this is ensuring user-generated content is easy to find and consume on any device. If it\u2019s not, you\u2019re leaving money on the table.\u00a0<\/span><\/p>\n

Be sure to display a UGC overview at the top of your product pages \u2013 which may include such information as the average star rating and review count for the product in question.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Then, make it as easy as possible for visitors to sort, filter, and search reviews to find relevant content. Including demographic information about reviewers can also make it easier for shoppers to find content written by those with similar characteristics.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Be sure your Q&A content is also searchable \u2013 and that shoppers can easily submit their own questions. After all,<\/span> Forrester data<\/span><\/a> tells us 55% of US consumers are likely to abandon a purchase if they can\u2019t find a quick answer to a question.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Email campaigns can also help boost shoppers\u2019 confidence \u2013 and get them to cross the finish line. This is especially true if those campaigns incorporate certain key elements.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Personalized Product Emails\n<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Research<\/span><\/a> tells us 85% of consumers are more likely to click through a marketing email if it includes timely price discounts or sales promotions. Nearly half (46%) say that the presence of ratings and reviews increases their clickthrough \u2013 and 30% say compelling imagery will convince them to learn more.\u00a0<\/span><\/p>\n

Personalized, product-specific ads are especially effective at this stage of the funnel \u2013 especially if they showcase UGC. For example, a shopper might spend a lot of time on a product page for a specific vacuum cleaner.<\/span><\/p>\n

They put the item in their cart, but for whatever reason, they don\u2019t purchase it. The brand can push out cart abandonment marketing for this specific product via social media, display ads, or email.<\/span><\/p>\n

The messaging can remind the shopper they left an item in their basket \u2013 and share the item\u2019s average star rating and a snippet of a positive review so the shopper understands why others have purchased the product. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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A consumer may have found the perfect product for their needs. But that doesn\u2019t guarantee conversion. It\u2019s essential to boost their confidence and remove any purchase-blocking barriers. UGC is the perfect tool to do just that.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Stage 4: Repeat\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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A lot of focus, effort and budget is dedicated to attracting and converting shoppers. But the customer journey doesn\u2019t end at conversion.<\/span><\/p>\n

According to an <\/span>article for Forbes<\/span><\/a>, acquiring a new customer can cost five to seven times more than retaining an existing one. But retention isn\u2019t exactly easy. According to a <\/span>Salesforce report<\/span><\/a>, 71% of consumers have switched brands at least once in the past 12 months.<\/span><\/p>\n

Marketing teams must invest in initiatives that foster loyalty and drive repeat purchases.<\/span><\/p>\n

For example, brands can leverage digital channels \u2013 including social media, display, and email to re-engage those who have made a purchase in the past.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Personalized Repeat Purchase Outreach\n<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Perhaps it\u2019s an email to let them know it\u2019s time to restock a skincare product. Or maybe it\u2019s a social media ad for a complimentary or new product offering.<\/span><\/p>\n

In both cases, infusing UGC \u2013 whether it\u2019s a star rating, an excerpt from a review, or an image submitted by a customer \u2013 can capture a customer\u2019s attention and encourage a repeat purchase.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Leverage Reviews To Create Engagement\n<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Another <\/span>great way to engage shoppers after a purchase is to ask them to submit a review or share their experience on social media. <\/span>This can be done through automated customer outreach services \u2013 as well as through product inserts or social media contests.\u00a0<\/span><\/p>\n

Asking for reviews is a great way to engage with shoppers in a way that doesn\u2019t involve directly promoting a specific purchase. <\/span>When a business asks a customer for a review, the customer feels their feedback (and their business) is valued.<\/span><\/p>\n

This can strengthen their relationship with the brand and fosters a sense of community. These raving fans are more likely to make another purchase in the future \u2013 and create buzz for your brand and its products. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Oftentimes, if a consumer has a positive experience with a brand, they\u2019re willing to tell their family and friends about it. This is especially true if there\u2019s something in it for them, like a coupon or loyalty points. Consider an automated referral tool to encourage your customers to share their experiences with others. This is an effective way to retain an existing customer \u2013 and win a new one.\u00a0<\/span><\/p>\n

Remember: the funnel doesn\u2019t end when a consumer makes a purchase. Loyalty must be a top focus of any brand. UGC is an effective tool for engaging with shoppers after they\u2019ve made a purchase. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Start Leveraging UGC to Move More Shoppers Through the Funnel\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Modern consumers have nearly endless options so the natural temptation is to implement a diverse full funnel marketing strategy. However, unless you have unlimited resources and do not have to worry about ROI, this is unlikely to be the most efficient approach.<\/span><\/p>\n

Instead, you must have a clear understanding of what affects your customers\u2019 behavior in every stage of the ecommerce funnel. Optimize for impact over any other factor and adjust focus and investment accordingly.<\/span><\/p>\n

This may seem like stating the obvious but given the sheer volume of options available for reaching prospective customers, it\u2019s natural to want to experiment.<\/span><\/p>\n

However, user-generated content is proven to have significant power at each funnel stage and should be a core tenant of your marketing strategy.<\/span><\/p>\n

Ready to see firsthand how PowerReviews can empower your brand to collect, display, and amplify user-generated content that resonates with shoppers in every stage of the funnel? Contact us to schedule your live, personalized demo today.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>","protected":false},"excerpt":{"rendered":"

There\u2019s no doubt many factors impact a shopper\u2019s behavior across the purchase journey. But some strategies are proven to hold more power than others.<\/p>\n","protected":false},"author":12,"featured_media":29410,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[7805],"tags":[7808,7809],"yst_prominent_words":[461,54,216,30,5663,166,370,197,176,5053,572,584,467,193,320],"acf":[],"featured_image_src":"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2023\/06\/reviews-funnel-300x218.png","_links":{"self":[{"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/posts\/29409"}],"collection":[{"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/comments?post=29409"}],"version-history":[{"count":0,"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/posts\/29409\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/media\/29410"}],"wp:attachment":[{"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/media?parent=29409"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/categories?post=29409"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/tags?post=29409"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/www.powerreviews.com\/wp-json\/wp\/v2\/yst_prominent_words?post=29409"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}