Google recently introduced a significant announcement for US online retailers: the ability to incorporate user-generated images into Google Shopping reviews from satisfied customers. Currently, potential buyers can only view these images on mobile devices. However, Google plans to expand this feature to more countries and devices in the near future.
An example of a user-generated image within a Shopping review, from Yotpo._
This guide will first examine Google’s latest update and discuss how user-generated images can enhance your Shopping reviews. We’ll then provide three essential tips for gathering more Shopping reviews, ensuring you’re prepared to leverage this update. Finally, we’ll share insights from nexus-security’s ecommerce marketing specialists: Kelly McGee, Holly Niemiec, and Sam Drane.
Utilizing user-generated images in Google Shopping reviews
Unlike online retailers, physical stores offer a key advantage: shoppers can physically interact with products, enabling them to better visualize post-purchase satisfaction. This tangible experience holds considerable influence, potentially persuading a recent graduate to purchase an outfit that boosts her confidence for upcoming job interviews.
By incorporating user-generated images—photos taken by customers—alongside Shopping reviews, Google empowers you to offer a similar advantage. These customer photos provide Shopping users with glimpses into the future, showcasing the experience of using your unique products.
Another instance of a user-generated image in a Shopping review, from Google. Here’s how to get involved.
Shopping advertisers qualify for Product Ratings, a Google-run program. Participants display star ratings (on a scale of one to five) within their Shopping ads, based on aggregated review data from various online sources. Joining the Product Ratings program—you can register here—is essential for those aiming to attract review-conscious shoppers with user-generated images.
Once registered and onboarded, create a product reviews feed and upload it to Google Shopping through your Merchant Center account. (Note: a minimum of 50 customer reviews meeting Google’s quality requirements is required.) With your reviews feed active, utilize the new <reviewer_images> schema to incorporate customer photos showcasing your products in action.
Three best practices for gathering Google Shopping reviews
Having established the value of enriching Shopping reviews with user-generated images, a crucial question arises: How do you encourage customers to review your products?
Here are three effective strategies for accumulating customer reviews.
1. Simply ask
As the saying goes (attributed to either Wayne Gretsky or Michael Scott), you miss every shot you don’t take. Essentially, success requires taking action.
Similarly, accumulating reviews for Google Shopping requires actively requesting them from customers. Utilize email marketing automation to contact buyers shortly after their purchase.
The ideal timeframe depends on the product. Allow customers time to experience your product before requesting a review. For items used immediately, like water bottles, emailing a few days after delivery might suffice. However, for products like high-end blenders, which customers may not use immediately, provide a longer timeframe.
2. Provide additional, personalized incentives
While purchasing customer reviews is unethical and strictly prohibited, offering incentives is acceptable. It’s reasonable to encourage reviews with small incentives, such as promo codes for related products or store credit, without directly paying for positive feedback.
The key is ensuring the incentive remains redeemable regardless of the review’s positivity. Offering incentives without demanding positive reviews is crucial.
Note: Offering promo codes for related products allows for personalized messaging, making customers feel valued.
3. Make submitting reviews effortless
Convincing customers to leave reviews is similar to driving conversions: you aim to incentivize a specific action.
A common marketing principle emphasizes that simplifying conversions increases conversion rates. Therefore, make the review submission process quick and easy, as most people are unwilling to spend more than a few minutes on it.
Avoid requesting unnecessary information. Since you already have their names and purchase history, focus on obtaining a concise review and a high-quality photo if possible.
Insights from nexus-security’s ecommerce experts
To understand Google’s intentions behind incorporating user-generated images in Shopping reviews, I spoke with Kelly McGee, Holly Niemiec, and Sam Drane—seasoned account managers from our agency team and leading ecommerce marketing experts.
“This seems like Google competing with Amazon, aiming to make the Shopping platform a comprehensive destination for online shoppers,” Kelly suggested. “User-generated images help shoppers visualize products better, encouraging purchases.”
Indeed, the intensifying ecommerce rivalry between Google and Amazon is evident. This year, we’ve witnessed Google’s recent reimagination within the Shopping platform, along with ecommerce-focused updates to YouTube, Discover, and Images, indicating their ambition to dominate online retail.
However, Holly believes Amazon isn’t the only platform Google emulates. She sees parallels with Pinterest, as user-generated images create a more curated shopping experience.
“These images make the Shopping marketplace feel less like a collection of ads and more like a curated platform for exploration and discovery,” she observed.
Sam concurred, emphasizing that replicating the Pinterest experience extends beyond adding a new feature:
“User-generated images add a layer of authenticity. Allowing real users to share their experiences builds trust through transparency.”
But what does this mean for you, the ecommerce marketer? According to Kelly, positive outcomes are on the horizon:
“Incorporating user-generated images into Shopping reviews should slightly boost conversion rates, as consumers gain more confidence in their purchases.”
While encouraging customers to include images with reviews might demand additional creativity, the potential for increased revenue makes it a worthwhile endeavor.