In our past two posts, we’ve shown that brands and retailers can reap serious rewards by incorporating customer-generated content (CGC) like ratings and reviews into their personalization efforts. Leaving CGC out can mean leaving money on the table—our recent survey revealed that 76% of shoppers said they were less likely to make a purchase from a site that didn’t offer customer-generated content. Research from Infosys backs up the importance of personalization—31% of respondents wanted more personalization out of their shopping experiences.
To recap, there are three key pillars of personalization that eCommerce platforms should keep in mind:
Customizing to the individual shopper
Customizing by brand category
Customizing by product
In our last post we covered how companies can customize CGC to individual shoppers. In this one, we’ll take on how eCommerce firms should be thinking about customization by brand category and by product.
Customize by Brand Category
Our research shows that shoppers found different types of customer-generated content more useful depending on what brand category they were browsing. For example, shoppers looking at sporting goods online thought ratings and reviews was the most helpful type of CGC, as helpful as product descriptions written by the brand. Sporting goods shoppers also rated customer-submitted photos and videos as equally helpful as those provided by the store.
When shopping online for sporting goods, how helpful do you find each of the features below?
Using TurnTo’s tools, eCommerce platforms can capitalize on interest in CGC by customizing product pages to prominently feature certain types of CGC by default. For sporting goods retailers, that would mean greeting shoppers with ratings and reviews as prominently displayed as product descriptions. Retailers in other brand categories can similarly tailor their own product pages according to shopper’s desires, placing the type of CGC that shoppers find the most useful front and center. If shoppers want to change the default display, TurnTo’s platform can easily hand the reins over to them. By utilizing our review sort and search tools, customers can customize their own user experience to find the exact type of customer-generated content they’re looking for.
Meanwhile, Community Q&A can give shoppers Instant Answers to commonly asked questions through an easy search function. Setting shoppers up with this feature in a default view on the product detail page (PDP) can eliminate a potential friction point, making the path to purchase all the more seamless.
Customization By Product
Finally, the third way that retailers can utilize CGC for a personalized shopping experience is through customization by product. Retailers should consider that some products in their catalog may be better served by unique layouts if those products fall under a different category than their product catalog at large.
Some products are best served by showcasing visual customer-generated content. A shopper thinking about buying a dress is likely to be more interested in how an item looks in the wild than written content, at least initially. Retailers can tap into this customer’s desire by defaulting to a CGC view that serves up product photos and videos over other types of content. Other products might be better served by giving other types of CGC, such as Community Q&A, greater play on the product display page. No problem. TurnTo’s feature set allows online retailers to address those needs by letting them create unique layouts according to each PDP’s need.
This level of control can prove useful in situations where a product might be somewhat out of line with a brand category, such as when a moisture-wicking shirt is being sold online by a sporting goods store. In such cases, a retailer can use a broader personalization strategy for the bulk of its SKUs, while also offering more granular personalization controls for specific products.
The good news doesn’t stop there. TurnTo’s tools also allow for shoppers to be shown dynamically prioritized reviews from customers with similar profiles to their own, making personalization efforts even easier.
Pixlee TurnTo Contributor
Pixlee TurnTo welcomes contributed content from leading marketers, influencers and ecommerce experts.