Social Media, Visual Content to Dominate Online Retail


A Bazaarvoice study reveals retailers are enjoying a 111% conversion lift among shoppers that engage with visual customer-generated content and a 180% revenue lift when visual content is part of the shopping experience.

The insight, gained by surveying 2,600 brand and retailer websites, comes on the heels of top social media channels, including Instagram, integrating e-commerce into consumer engagement.

Brands and retailers that make consumer-generated content part of the experience are also seeing an average 106% conversion lift, a 19% site-wide revenue lift and a 119% lift in revenue per visitor, according to a press release.

“The average consumer spends two hours a day on social media platforms, and visual customer generated content acts as a powerful conduit between social platforms and e-commerce. Consumers have embraced features such as shoppable social content, and are coming to expect scrollable galleries of product and lifestyle content alongside the online shopping experience,” said Joe Rohrlick, executive vice president of general manager, EMEA, Bazaarvoice, in the release.

“The tide of voice technology will see shoppers explore new ways of ordering and re-ordering from their favorite brands. Despite this, the Shopper Experience Index finds consumers still lean heavily on visual content across social channels to absorb the experiences and behaviors of others and discover the products that people like them are using,” the release said.

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