Conrad Wredberg, Director of Product Management – Analytics

1. Busted:
10 UGC myths you’re still falling for

2. Olivia Derr
Managing Director, Enterprise Brands
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What exactly is UGC?

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Myth:
Negative UGC will kill my
sales!

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Quantity? Rating?v.
+111%
Conversion Rate
+2%
Conversion Rate

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1. Good review text (1-5 reviews)
2. High number of reviews
3. Some critical reviews
4. Recent reviews
Then everything else …
(Star ratings, secondary ratings, social recommendations, profiles, context data,
Facebook, filters, sorting, etc)

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3.8
3.9
4
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
CPG Consumer
Electronics
Home
Improvement
Travel Sporting
Goods
Toys
Average Rating by Category

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Fact:
It’s not the perfect product for
everyone…and shoppers know it.

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Myth:
The consumer is
always right.

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When brands responded to product
misuse with guiding instructions,
shoppers who saw those responses
were more likely to buy the product
and felt more positively about the
product. Increase in intent
to purchase
Increase in product
sentiment
186%
Fact:
Consumers aren’t all pure geniuses.
Sometimes they appreciate a little help!
157%

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Myth:
A couple of reviews will do.

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Fact:
Be Greedy. More IS More.

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Myth:
But no one will talk about that
product!

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Kitty Litter: 21,400
Fact:
Sponges: 11,400
Frozen French Fries: 16,000
Toilet Paper: 2,900
Checking Account: 6,000
Tax Stores: 89,000

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Myth:
Be careful…don’t ask the
consumer for too much!

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69.6%
Long form
68.6%
Short form:
Percentage of responses to surveys:

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Fact:
He who shares his opinion…actually
wants to help…usually.

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Myth:
No one trusts reviews
anymore.

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71%of people read consumer
reviews before making a
purchase.
Fact:
People are actually getting
savvier about word-of-mouth.

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Myth:
Word-of-Mouth. It’s a .com
thing.

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Fact:
Word-of-mouth lives everywhere we are.

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Myth:
Your best copyeditor sits on
Madison Ave.

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Fact:
Your best copywriter might just be my Mom.

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Myth:
Word-of-mouth is just a 1-time
campaign.

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We’re capturing valuable market data from
reviewers…gender, age, and location as well as
an explanation of why they purchased…in this
regard we’re getting real data from actual
purchasers that helps us understand whose
buying our products and why.
“
-- Bill Sokol,VP Marketing, Arrow
“

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Fact:
It’s always on.
Keep feeding it.

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Don’t stand by & watch—get in the game!