{"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:\/\/qualaroo.com\/blog\/optimizing-your-product-pages-with-video-user-generated-content\/","title":{"rendered":"Optimize Product Pages with UGC: Tactics That Convert"},"content":{"rendered":"

This is a guest post by Kaleigh Moore from BigCommerce<\/a>.<\/em><\/p>\n

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’s a longtime entrepreneur, who’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

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Product pages are often overlooked when it comes to 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

But what if each product page was optimized for conversions just like a landing page? <\/b><\/i><\/p>\n

Not only would this improve mobile SEO efforts, but it would also help improve the overall customer experience.<\/p>\n

With data from 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

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

Here are few ways retailers have already started transforming their product pages into landing pages and the results these efforts have produced.<\/p>\n

<\/span>Incorporating Video & User-Generated Content on Product Pages<\/span><\/h2>\n

When examining areas for optimization on product pages, one of the first improvements that comes to mind is adding more dynamic visuals.<\/p>\n

To ensure your product videos load quickly and play smoothly across devices, choose appropriate video file formats<\/a>, including when to use MP4, MOV, or MKV, to balance quality, compatibility, and page speed.<\/p>\n

Data shows that customers are 64-85% more likely to buy after watching a product video<\/u><\/a>. And, according to findings from Liveclicker<\/u><\/a>, retailers who added video to most product pages saw a 68% boost in average order value (AOV).<\/p>\n

Liveclicker’s findings showed three themes:<\/p>\n

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  • 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
  • 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
  • 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

    What\u2019s more: Retailers who include videos on their product landing pages see a sales conversion rate of around 9%, and according to WordStream<\/u><\/a>, the average conversion rate is only about 2.35%.<\/p>\n

    That\u2019s a conversion rate increase of 282%.<\/b><\/p>\n

    Curating User Generated Content, Not Just Advertising Videos<\/h3>\n

    It\u2019s not just 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 90% of customers\u2019 purchase decisions are influenced by online review<\/u><\/a>s, and according to Forrester research, 70% of consumers consider product and brand recommendations<\/u><\/a> from their social circles trustworthy.<\/p>\n

    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\u00a0video maker<\/a>\u00a0to create video reviews and video testimonials. Creating testimonial videos can be a smart move to highlight your customers’ satisfaction with your product.<\/p>\n

    OK, at this point you\u2019re probably thinking, \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

    <\/span>Brands Increase Conversions with Product Page Video & User-Generated Content<\/span><\/h2>\n

    When outdoor retailer 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

    As part of the re-design, they implemented product videos on all of their product pages, as seen in the example below.<\/p>\n