Yotpo And PageFly Strategic Partnership: User-Generated Content Made Effortless
The partnership between Yotpo and PageFly is a deft move that will solidify their positions at the very pinnacle of eCommerce page building solutions.
By combining forces they will ensure that customers who’ve grown fond of PageFly’s hassle-free page building efficiency will now be able to discover and implement the revolutionary power of User Generated Content, which has become synonymous with the Yotpo brand.
I. About Yotpo
Yotpo helps you gather and maintain all your user generated content.
Yotpo is a marketing app that’s been around since 2011. Since then they’ve been telling the world what a huge impact UGC (User Generated Content) has and will have on eCommerce.
The world did not listen, but fortunately for the rest of us, they’ve persevered through those tough times and made it to today where the value of UGC is undeniable. Today Yotpo is the undisputed kings of gathering, curating, and managing customer-generated content; no one is able to do what they are doing.
Take a quick look at that previous sentence because it might come across as one of those blah-blah marketing sentences. This would be a mistake, and there will be proof of this throughout this post. But first, let’s take a quick look at another one of those ever-increasing acronyms that the eCommerce world seems to be littered with: UGC.
II. What is User Generated Content and why it is important?
User-generated content is basically any type of content that was created by users of a specific website. In the heyday of the net, it usually referred to conversation logs on chat rooms or notice boards. But today it can be anything ranging from a comment, picture, video, or a review. The fact that it is something that organically grows from real people interacting with something virtually is exactly what makes it so darn precious
Fact: UGC increases a company’s conversion rate.
To understand this try imagining your favourite store the busiest time of the day. Now Imagine you walk in, but there’s no sign of anyone else but the salespeople or cashiers and you.
Weird right? Chances are you’ll think there’s something wrong with the store. This is how people feel when they get to an online store with no sign of user generated content. No UGC means no authenticity, no authenticity means no trust. And no trust means those all-important CRO numbers take a nosedive into the red… If you don’t want to take our word for it, just have a look at the stats…
2.1. UGC - What Do The Stats Say?
In the last couple of years, UGC was dominated by a social phenomenon called the influencer. Now love them or loathe them, these influencers were impossible to ignore. Until now, it seems. Real organically grown UGC, it turns out, is much more valuable than a glitzy photo of some so-called somebody on a beach. That may be why:
- 87% of consumers say that authenticity is an important factor when deciding what brands they like or support.
- 85% of customers felt that UGC was the most important factor when it came to how trustworthy or authentic an online outlet was
- 93% of people looked at reviews when making a purchasing decision about an unknown brand.
- When it came to choosing between UGC and influencer content consumers reported that UGC was almost 12 times as impactful.
- A paltry 8% of consumers reported that influencer content highly impacts their buying habits, down from 23% in 2017.
Most importantly, however, is the fact that user generated content provides consumers with something that influencers can never bring to the table: A personalised experience. This is something that is massively important for today’s online shopper with 73% of Gen Z and 70% of millennials stating as much.
The impact across different industries is clear.
One of the most interesting pieces of data to have emerged from recent studies is the disconnect of this concept of ‘personalised experience’ between what marketers believe they achieve and what consumers report.
When polled an overwhelming 92% of marketers indicated that they believe that their brands provide this personalised experience, while only 45% of consumers reported feeling this experience. The massive discrepancy between these two numbers means that marketers are either lying, or they are providing something they think of as a personalized experience but the consumer does not. In short, marketers are giving consumers what marketers think they want, instead of giving them what they really want.
More and more shoppers are turning to UGC before making a purchase, most of them opting for reviews.
2.2. UGC also significantly increases the time spent on a website
- Websites with UGC galleries receive visitors who spent up to 90% more time on the site.
- When included in an online purchasing journey UGC increases conversion rates by a whopping 10%.
- UGC also impacts the number of return visitors with a 20% increase in sites that feature it.
As you can see, UGC is important and it’s going to keep on being important for the foreseeable future. The question of why one will need an app like Yotpo to manage this force remains.
Why not just have a strong social media presence and have people do your marketing work for you?
III. Yotpo - Harnessing the power of modern-day word of mouth.
There was a time, not that long ago when marketing executives reigned supreme.
Their dominion included the powerhouses of print, radio, and television. If asked about the relevance of word of mouth marketing they replied with a sneer, speaking derisively of a bygone age of quaint little family-run businesses who would never be able to compete with the big guys.
Not even twenty years later and word of mouth has become the unsung linchpin of many successful marketing campaigns because word of mouth IS user-generated content. The only difference is our consumers no longer share their product opinions around the water cooler, but rather online on the various social media outlets. With people posting their reviews, pictures, and/or videos on various platforms, the power of online word of mouth or UGC began to grow. Today people are free to what they like when they like where they like.
Yotpo puts the proof in social proof
But that freedom of the modern-day consumer is exactly the challenge that a product like Yotpo solves.
How does one make sense of a world where one customer reviews your product on google reviews, and the other on yelp or trip advisor, or one posts a video to youtube and the other to Facebook? Not to even mention the ever growing amount of unverified and malicious reviews out there. Very few companies can afford to employ someone to devote their time and energy to this task and even then it feels like money that could’ve been better spent.
Remember that almost hyperbolic sentence I used at the start of this post? Well, this is where I back it up. The main things that set Yotpo apart from the rest are:
- Their Smart Algorithm - A deviously impressive little calculation that determines which products to request reviews for and when this should occur.
- Algorithm-powered Reminders - This allows the app to send an email reminder to your customers to leave a review, at the most optimal moment.
- The Use Of Precise Data - This enables Yotpo to email customers at exactly the right time.
- Their Review Request Emails - This proprietary technology provides 40 - 50% email open rates and a 6 - 11% review response rate.
But Yotpo is soooo much more than just an email campaign app.
This is because Yotpo understands that they are talking to real people talking about real products. That’s why Yotpo doesn’t only concentrate on reviews but also seeks out and returns relevant photos, videos and customer interaction like questions and answers.
The reviews speak for themselves.
One of the most valuable aspects of Yotpo is the ability to leverage social media to provide amazing results for their users.
They can do this because they’ve partnered up with 26 eCommerce platforms and enjoy an exclusive partnership with Google. As an official Shopify partner Yotpo has received over 1500 5-star ratings from customers. In return, Shopify merchants who use Yotpo have sold over $1 billion in goods and services.
Yotpo is also already optimised for mobile ensuring that no customer is lost due to buggy interaction on their mobile devices.
Yotpo is now available on PageFly’s user-friendly platform!
But the best part is that all of this is now available directly from the PageFly user interface!
All that needs to be done for customers to now enjoy the best of both worlds is to make sure your PageFly app is up to date and also ensure that they’ve downloaded the Yotpo app from the Shopify app store. This way users will have access to Yotpo’s Review Widget, the Q&A widget, Star ratings, Review Highlights, Review Carousel, and Reviews Badge.
All of these widgets follow PageFly’s easy to use drop and drag method and are available from the hassle-free user interface.
To see precisely how these widgets and elements work on the PageFly app feel free to check out this quick guide about the integration.
Any store utilising PageFly’s proven Conversion rate optimizing page templates as well as Yotpo’s UGC curation abilities is sure to be reaping the benefits, especially in a climate where the smallest of advantages will make a massive difference.