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Increasing product conversion with UGC

INSIGHT

Faith Dallas, Test and Target Specialist at New Look, was looking to experiment with User Generated Content (UGC). She knew UGC got high engagement on other areas of the site, so she wanted to see what would happen when it was placed on product pages.

New Look's User Generated Content (UGC)

ACTION

During the test, they exposed users to UGC on both the PLP and the PDP, replacing the first image in the carousel in both instances.

The UGC in Zone-based Heatmaps

RESULTS

They saw a marked improvement in page performance. The number of users reaching a PDP increased by 23%, indicating the new images were driving users to click. And overall product conversion increased by 19% — proving the images were helping users to purchase, too.

Topline incremental uplift on revenue was +5.5% over a week. Faith estimated the potential revenue uplift when using UGC imagery on more products throughout the site was 98%.

"Contentsquare helped us look at the results in a much more visual way and also understand the customer journey as a whole."

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