Report: Reviews, user-generated content drive shoppers conversion

New Bazaarvoice Shopper Experience Index shows just how influential other consumer reviews and information are to modern consumers

Reviews and photography from peers, along with an ability to view other consumer insights and purchase via social channels are rising up the ranks when it comes to how Australian shoppers convert, a new report claims. 

According to the latest Bazaarvoice Shopper Experience Index, 66 per cent of Australian consumers say photos from other shoppers on a product page increase their likelihood of buying the product. In addition, 76 per cent read shopper reviews when browsing or buying, and six in 10 are actively looking at images and photos from other shoppers.  

What’s more, while half of Australians want brands to use a mix of professional photography and user-generated content (UGC) when showcasing products, 52 per cent said UGC makes them more confident in their purchase decision over professional photography (48 per cent).  

Social platforms are also gaining importance in the conversion process. The Shopper Experience Index found 45 per cent of respondents are now purchasing on social media at least once per month, up from 32 per cent in 2021. Facebook and Instagram are the most popular, with 74 per cent of consumers nominating these platforms as inspiring them to make a purchase. In the 18-24-year-old age bracket, Instagram (65 per cent) and TikTok (35 per cent) proved most popular.  

Notably, and at a global level, 58 per cent of consumers said they would be more likely to buy if they could read customer reviews directly on the social post.  

When it comes to what makes a good review, the top five elements according to Bazaarvoice are average star ratings, number of reviews, details in reviews that resonate with shopper needs, recency and detail.  

The Bazaarvoice Index was based on a survey of more than 7000 global shoppers including those in Australia.  

“The marketing dynamic is changing, with consumers placing more value and emphasis on the opinions and reviews of other consumers rather than branded content. Word-of-mouth and user-generated content have never been more important to convert wishlists into shopping carts,” said Bazaarvoice managing director Asia-Pacific, Kate Musgrove.  

“Brands must urgently reconsider their paid media and content strategies to better capitalise on the peer-to-peer conversations that are influencing final purchasing decisions.”  

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