Video reviews: retailers boost revenues by integrating user generated content
Charles Tyrwhitt, Heels.com and other global brands enjoy increased sales from video reviews as customers switch to visual content.
Retailers know that reviews are crucial for their success. Enhanced consumer trust, greater online visibility and improved advertising ROI are just some of the many benefits of generating reviews.
Feefo customers including Charles Tyrwhitt, Heels.com, Moss Bros and more have seen increased conversion rates by driving traffic with genuine customer reviews.
Until recently, this has been based on written text, but photo and video reviews have exploded into an increasingly influential format for user generated content (UGC), and tipped to be the ‘next big thing’ in digital marketing.
According to SEO specialists BrightLocal, a staggering 92% of consumers cite reviews as a key influence in their decision-making process, and 88% of consumers trust online reviews as much as personal recommendations.
Reviews submitted by genuine customers are particularly prevalent in retail, where consumers are sceptical of static product images that may have been edited or enhanced; as much as 77% of e-commerce shoppers prefer authentic photos from customers over professional photos.
Video reviews eradicate any suspicion and increase trust by allowing consumers to see, for example, how a dress hangs off the shoulders, or how boots crease while walking.
Go Visual, Go Viral
According to research carried out by 3M Corporation, 90% of information transmitted to the brain is visual, and UX design consultancy Zabisco recently published that visual information is processed 60,000% times faster than text. Accessing information is vital to the online buying process, so conveying it quickly and effectively is essential for retailers.
That’s why video reviews are booming. Filming a video review has never been simpler or more enjoyable for consumers thanks to mobile phones, and a one minute product video review is much more convincing than multiple written reviews.
In social media terms, video content is also head-and-shoulders above other forms of content sharing. Videos are shared 1200% more times than links and texts combined, so integrating video reviews will exponentially increase your potential to ‘go viral’ and gain thousands of followers.
71% of millennials say they engage in social media channels daily, so video reviews are particularly influential when targeting this demographic.
It’s no surprise then, that 47% of retail executives now list video content as a top 3 marketing priority, and 82% of managers integrating video content say that it has a positive impact on their business.
But what other benefits does video content bring for retailers such as Charles Tyrwhitt and Heels.com?
Increase CTR, Enhance SEO, Lower PPC costs, Increase Conversions
By using a Licensed Google Content Partner such as Feefo, retailers have maximised their User Generated Content to automatically feed into search engines and produce Google seller ratings.
These Google stars increase trust and improve Click-Through-Rate. One merchant reported that their ads containing seller ratings were 29% more successful in generating clicks than ones without.
“PPC efficiency has gone up since we’ve implemented Feefo because our Feefo feedback helps qualify new customers. We’ve seen higher click through and conversion rates for new visitors because we have established at the top of the funnel that we are a reputable website.” Austin Caldwell, Marketing Director, Heels.com
Because video content is a highly informative form of UGC which Google values, the SEO potential for video reviews is astounding: video content is 52 times more likely to show up on page one of Google than a text article.
And by using Rich Snippets specifically embedded into your webpages, your videos have even more potential to stand out in search results.
Ultimately, a higher CTR leads to a higher Quality Score, thus reducing Pay-per-Click costs and providing a better ROI for digital advertising campaigns.
Final Take Aways
• UGC is an easy and powerful tool to stimulate original, unique content for your webpage, and innovation in video reviews has made it easier than ever to integrate your genuine customer feedback.
• Just 150 reviews will produce your Google stars, which in turn increase Click-Through-Rate and Quality Score. This increased competitiveness means advertising will be cheaper.
• The SEO benefits of videos will make your webpage stand out amongst search results, and Rich Snippets will increase CTR even further.
• Consumers love video content, so an exciting review on your product or service is more likely to be shared on social media.
• You might even go viral with your User Generated Video Review!
• Using genuine customer feedback to support trust in your brand and products will generate a higher conversion rate and ultimately increase your bottom line.
