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Ratings & Reviews

Learn how insights from previous shoppers inform prospective buyers

A product detail page is simply incomplete without robust user-generated content (UGC).

UGC is an umbrella term that covers any content that comes directly from shoppers or users, rather than from brands and retailers themselves. UGC includes ratings and reviews, photography, video, FAQs and more. This section explores the growing need for UGC on PDPs and how it drives purchase.

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of shoppers say that customer ratings and reviews, as well as customer submitted content like videos and product photos, have persuaded them to purchase a product they didn't think they needed or wanted

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of shoppers often or always read reviews

77% of consumers who frequently shop online for groceries always or often read reviews

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of shoppers say they leave product reviews, with 1 in 4 stating they "often" or "always" leave reviews

25-34 year-olds are most likely to leave a review (93%)

How frequently do you write online reviews for products you purchase?

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Most consumers who leave reviews do so to help other consumers make purchase decisions.

We asked shoppers why they write reviews. Here are some of their responses:

Components of a Review that Consumers Find Most Helpful: (Click the buttons to find out)

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