From 2018 to 2022, the online footwear segment is expected to increase from $96 billion to $135 billion worldwide. As we continue to see growth in the eCommerce sector of the shoe industry, online footwear brands must remain on top of the latest trends.
With the power of social media marketing in the equation, the question of the best strategies is up for debate. But I think we can all agree that the influence of word-of-mouth marketing has never been questioned.
So how can you leverage this key channel in your online strategy? With User Generated Content (UGC), of course.
In this blog post, I’m going to tell you exactly why UGC is an impactful selling tool in the shoe industry, with 5 examples of leading footwear brands that are already enjoying the results of their strategies.
Ready? Let’s get started!
UNISA: Give online customers a better idea of how shoes will look in the context of an outfit
A major pain point of selling online is that buyers don’t get the full picture of how your products will look in person. Especially for online footwear brands, customers are weary of how shoes will look paired with their own outfits. Not to mention size, style, and color.
eCommerce brands try a lot of different tactics to capture how amazing their products are online, but is it enough to convince shoppers to purchase? According to UNISA, customer content is a powerful tool for giving customers access to real life examples of their products in action.
“Photoslurp offers our customers a visual showcase for exploring our products and finding inspiration. The integration of UGC into our eCommerce allows shoppers to visualize real life examples of our products that they too have purchased or plan on purchasing, while endowing them with a greater value. It also gives customers access to the products in a simple and intuitive way.”
– Marta Albors, International Press and PR with Unisa
Your brand can extend this simplicity even further into your online shopping journey by connecting your products directly to authentic UGC. That way, customers go from shopping your brand’s latest street looks to finding the stellar shoes that create them – all in a matter of seconds.
Thanks to this UGC integration, UNISA saw a 16.03% increase in conversion rate. Read more about how they achieved this in their case study here.
Speaking of improving eCommerce performance, let’s talk about the potential for increasing conversions with another successful footwear brand: Muroexe.
Muroexe: Increase your conversion rate with authentic UGC
While we see online sales boost by 15% on average with UGC, there is a huge potential for online footwear brands to achieve so much more. Muroexe is a great example of a shoe brand that has received massive results with customer content.
At the time of our study, this shoe and backpack brand had collected 3,231 User Generated images and videos through Photoslurp. They then integrated this authentic content into their homepage and across their eCommerce presence.
The results they saw were really quite impressive: 25.38% of their visitors interacted with these UGC galleries and they saw a conversion rate increase of 125%.
“This is an easy and intuitive tool with a great potential for increasing conversions and engagement with your eCommerce store. Photoslurp helps create more trust in the brand, and we believe it plays a large role in inspiring shoppers to make a purchase.”
-David Morán, Head of Digital & Ecommerce at Muroexe.
Stylish galleries and carousels not only attract customers to interact with UGC, but they also have a huge potential for converting more shoppers. Plus, it creates an on-going circle of engagement, as users are excited to share images of themselves with their new products for the brand to use in the future.
Take a look at how Muroexe displays their customer content in an attractive gallery that matches the look and feel of their webshop.
Read more about their notable results in their case study here.
Speaking of the circle of engagement, let’s take a deeper dive into why you should leverage social engagement in your eCommerce store.
Loake: Extend your brand’s social engagement even further
If you’re growing your brand on social media, then there’s no reason not to bring that engagement into your eCommerce store. And the best way to do that is to celebrate your customers by featuring their content on your site.
Shoppers love browsing this kind of content on social media, so it only makes sense to provide it for them on your website. But you have to be careful when displaying social content that customers won’t just bounce directly back to Instagram and away from your store.
That’s why a shoppable UGC gallery is the best way to leverage customer content.
Let’s take the lead from premium shoe brand, Loake. You can see in the example below a happy customer attending a wedding with their Chelsea boots from Loake.
Loake then collected this image through Photoslurp and put it up in their site – BUT with the product directly connected to the image so shoppers don’t have to guess where to find the boots.
Now customers get the benefit of seeing a normal person recommending Loake’s shoes, alongside a product shot. And, with the caption still in tact, Loake gets to extend the social engagement, that is so important on Instagram, into their eCommerce – where they actually make the sales.
There’s another benefit to extending your social engagement, especially from Instagram, into your eCommerce storefront: these images and videos become visual reviews that help gain customer trust.
Let’s learn more about this from Shoeby, a Dutch fashion and footwear brand.
Shoeby: Provide your customers with visual reviews
Many online footwear brands include written reviews of their products within their eCommerce, but there’s an even more powerful way to leverage your customers’ responses to your brand.
By posting an image or video of themselves with your products, your customers are essentially putting a stamp of approval on your brand. Anyone who sees this content on social media knows how highly they think of your products, which – in turn – is a great way to spread your reach.
This content is already being spread like wildfire across social. And, as we discussed before, there’s a lot more that you can get from these interactions than just what online footwear brands receive on social media.
For example, Shoeby lets customer content say it all. With these visual reviews, shoppers can see real life customers using and enjoying the product, which then gives them a better idea of its value.
You don’t even have to forfeit the written aspect of the review when integrating UGC galleries into your eCommerce. Your customers’ captions can be a great asset for displaying positive responses to your products.
This kind of social proof will enhance the shopping journey for your customers while giving them more reason to trust your products. If you can manage this with UGC, why wouldn’t you want to include customer content throughout your eCommerce strategy?
For example, let’s look at how Ulanka integrates their visual reviews directly into product pages to further enhance their shopping journey with social proof.
Ulanka: Display UGC in product pages to leverage social proof
As a customer browses product pages, they’re looking for a comprehensive view of what your shoes really looks like. Of course product shots arranged in various ways can be helpful, however you don’t want to leave your customers wanting more.
So maybe you also include shots of models wearing your products. But this still doesn’t really convey the value of those particular shoes.
That’s where UGC becomes the perfect asset for online footwear brands to convert eCommerce customers. By integrating a carousel of customer content into your product pages, shoppers are shown content featuring the specific pair of shoes that they’re interested in buying.
Not only does this give them a better idea of how and where they can be worn, it’s also providing that valuable social proof that says, “These shoes are great – they look good, they’re made well, and they match with my outfit. I love them!” All without you saying a word.
There’s a lot of shopping that can be attributed to social proof. When Instagrammers see someone wearing a product that they’re obsessed with, they’ll jump through hoops to own it themselves. Make it easier for your customers to browse your social content while shopping your store, and you’ll be giving them the social shopping experience that they love.
Online footwear brands & UGC
For online footwear brands, the benefits that come with User Generated Content are fundamental. Social proof, conversion power, authentic engagement – it’s an easy integration with a whole lot to give back in return.
If you’re looking to improve your brand’s online shopping journey, turn to your customers. A UGC strategy will help to improve your online presence, while presenting you as a leader in eCommerce.
And it’s never been easier to achieve all of this with the help of a User Generated Content platform like Photoslurp.