User generated content: how to add user reviews and comments in your online store

01/07/2019

Angela de la Vieja

If digital experts coincide on something, it is invariably the important role of users in any online environment. Hence, the content generated by users has an increasingly prominent position in all types of websites, including online stores.

In eCommerce, content created by users is particularly relevant as a support to the purchase decision. Both content marketers and specialists in customer journey, know perfectly how they can influence the conversion of ratings and comments of other buyers and users.

The perfect way to integrate user content in an online store does not exist, however, there is a set of elements and good practices that can enhance the user generated content in any eCommerce.

What formats can this content take within an online store? Let's see four examples:

Users comments about the product. Having an area on the product page of an eCommerce so that users can leave their comments about it, is essential. The objective is that potential buyers can have, together with the product description, the real vision of others who have already purchased. In addition, this is a perfect space for users to resolve their doubts regarding aspects that may have worried others. How to request that a buyer leave their comments? The most common way is via an automatic emailing action. Today even users themselves are prone to leave their comments, so with a little bit of cunning it will be possible to get a good participation ratio.
Ratings. In the same way that comments can be generated in the eCommerce system, it is also possible to translate them into visual evaluations about the product itself. Stars, numerical ratings, colours... The options are endless with the only exception that they are easily recognisable by other users.
Pictures of the products. Allowing buyers to attach their own photographs is an extra added-value for other users. A picture is worth a thousand words, and if the product image of the product page was not enough, the photographs from each buyer will help give a real vision of how it really is. Detailed characteristics, the fit of a garment, sizing, colours... This is a key aspect for enhancing the sale and creating community among the users themselves.
Product reviews. In addition to the direct comments there are other innovative formats that allow you to implement user generated content from another perspective. A clear example are videos, participation by influencers or events created by the brand. In all of them, the role of the user is much more powerful, either forced or by the extension of their own content. At no time should this type of user content be confused with sponsorships; in this case, the challenge is to get real brand promoters, prominent, stellar users, who have relevant participations in the eCommerce experience.

Social networks as an environment for participation in ecommerce

Today, social networks are part of everyone's day to day. And among buyers, it isn’t going to be any less. How can we encourage their participation with the online store to generate content by themselves?

Here, the social network that will be used will greatly influence this. However, there are common actions that can be put into practice.

Right now, Instagram is the social network par-excellence in terms of trends and purchases. In this environment, the participation of users and buyers can be motivated thanks to brand tagging in photos and hashtags. This allows you to even make the purchases via the social network itself, with this being an extension of the eCommerce itself. In addition, the celebration of contests is also in great demand for users to generate interactions with the brand.

On the other hand, and in a more indirect way, it is also possible to involve users through social networks with the sharing function. You can share the product page, whatever you have bought or your own comment about the online store. Any of these options will make the link between user and store feasible.

The content created by the users themselves is key to motivate sales among the undecided, help potential customers to choose the best product to meet their needs and, of course, to enhance brand image of your online store. Undoubtedly, an element in which to invest time and money for your online store if you want to boost your sales.

11/11/2022

Consumer behavior: How can behavior tracking be effective for setting the right pricing strategies?

Behavior tracking is becoming massively popular today. As a result, pricing strategies born from studying consumer behavior are a merchant's dream come true. If done right, it can conquer every market for the business quickly. With abundant data available, the strategic makeover of the pricing models is becoming easy for companies.

What is behavioral tracking, and how is the data beneficial in pricing?

For a quick understanding, behavioral tracking refers to gaining in-depth knowledge and insights into consumers through their web data. Their browsing habits, spontaneous decisions, shopping interests, and preferences come under behavioral tracking.

How can enterprises use customer behavior data?

Companies can use customer behavior data as a tool to strengthen their hold on the market. A customer’s preferences, values, and tendencies allow businesses to work in sync with them through the collected data. Apart from this, customer behavior can also aid in:

Tailoring customer needs for customer retention

Personalization is becoming the heart of a company’s growth. No matter in which area an enterprise is functioning, tailoring the services, products, and solutions is becoming increasingly crucial. Uniqueness and personalization attract the crowd like no other.

Increasing the overall value

One of the best ways customer behavior data affects a business is by upgrading the value of customers for the business. The customer’s characteristics allow the company to target the people that match the business prospects well.

Optimizing every type of content

Everything that is up for digital display requires content. You must have seen companies unveiling their products or services through advertisements and making the initial public appearance. Two essential sales strategies – upselling and cross-selling comes through content optimization.

Pricing Strategy

Last but certainly not least is the influence of customer behavior data on the pricing strategy. The pricing strategy essentially constitutes content derived from data analysis. Companies need to have a dynamic approach to the pricing system to attract the right customers.

17/02/2015

Saint Valentine’s Day, always a good opportunity

V-Day is looming, a long-awaited date for all and also a good occasion for the eCommerce. According the study conducted by Prosper Insights and Analytics, it is forecasted the average consumer expense that day will be the highest in last years. Furthermore, 25% of them will buy online, which means an increase of 4% regarding 2014 (The US department of Commerce). This is, therefore, a key date where market competitiveness increase and which could be assumed as a big opportunity for our business or, a big fail if we do not adopt the correct strategies.

How to turn this event into an opportunity? To achieve this goal, we need to adapt our prices to this hostile environment, i.e. we need to develop an appropriate Dynamic Pricing strategy that allows us to adapt our prices to the variations produced in supply and demand and to position us ahead of our competitors. In V-Day, the frequency in changes will be higher, carrying it out each hour or even each minute. It is estimated that 65% of leader retailers have the ability to respond quickly at these variations, such Amazon. For this reason, it acquires great importance the correct use of a software specialised in price motorisation of competitors. Do not miss the time and adapt your business to new adversities.

28/12/2022

Which are the best footwear marketplaces to sell on?

Footwear marketplaces are booming. The last decade has seen the launch of new specialized marketplaces with millions of different users. Among them are Spartoo, Sarenza and Farfetch, portals with international reach. Their main value is that they unite hundreds of footwear brands, as well as offering clothes and accessories. Although each has its own characteristics, they are all vertical marketplaces, i.e., they focus on a specific area, and their sales categories are interrelated. For sellers, these portals provide an opportunity to expand sales channels and drive the globalization of their e-commerce business. We explain how to sell on these footwear marketplaces so that you can assess whether they align with your plans for the future and then start defining a possible pricing strategy.