User Generated Content in B2B Ecommerce

User-generated content plays a critical role in the promotion of products on B2C ecommerce sites and in increasing conversion rates for products with reviews and ratings. Can user-generated content be as powerful for B2B organizations within the ecommerce space?


As the saying goes, what’s good for the goose is good for the gander, and user-generated content, or UGC, is no different. B2B consumers are just as interested in third party product reviews created by others who use the product in question–the trick lies in harnessing the power of UGC within B2B ecommerce’s unique constraints.

Make sure to leverage user-generated content on any public-facing product pages. Google indexes UGC and utilizes it to provide the best possible search engine results for queries. If you add ratings and reviews to your product catalog, make sure that you include the review data on the product page–not in I-frames–to ensure that the Google bot “sees” the content and associates it with the product in question. Doing so will drive traffic and results to your ecommerce site.

Secure product catalog? Consider utilizing the question-and-answer option on your B2B product pages. If your product catalog is “hidden” from Google behind a secure login portal, you can still leverage the power of UGC to increase conversions on your site. Employ an interactive Q&A section on the product page to get logged-in users to post questions and answers about their experience with the product. This method passes along third party credibility to the UGC while providing a valuable service for your B2B customers.

Consider using both methods. There’s no rule that says you can’t employ both forms of UGC on your B2B ecommerce site–the traditional “ratings and reviews” method alongside an interactive Q&A option. Making the Q&A section indexable by search engine crawlers and readable by any human visitor will increase your ranking and drive more traffic and you could maintain the security/integrity of the Q&A section by only allowing registered and logged in users to post a quesiton or answer.

User generated content is a powerful tool for both B2B and B2C ecommerce sites. Using it on an ecommerce site not only increases site traffic but improves the site’s conversion rate as well.