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All posts by Augustin Kendall

Augustin Kendall is an editor at content26, a Seattle company which helps clients build online content merchandising strategies for their products. Augustin also regularly contributes to the company's blog.
  • User-generated content: How customers form opinions

    Anyone who regularly shops online knows how influential customer reviews of products have become. This form of user-generated content (UGC) shows up on the e-commerce sites of internet giants such as Amazon as well as up-and-coming web entrepreneurs across the globe. And there's good reason why businesses have encouraged the growth of customer reviews. These little nuggets of opinion do more than company-produced content to help people make up their minds about products. Consider these statistics from a recent MarketingSherpa case study: Customer reviews resulted in a 125% higher conversion rate Visitors who read customer reviews spent 157% longer on the...