Consumer-generated content is everywhere. Consumers post everything from comprehensive reviews to pictures of the products they’ve bought or plan to buy. This activity is a major driver of sales and product engagement in the e-commerce space. A report from BazaarVoice examines the impact of this sort of content.
Simply interacting with CGC is enough to increase revenue and convert users; brands don’t have to it themselves. Revenue increased 106 percent on retail sites when users see CGC prior to purchase, and by 75 percent on brand websites.