How to improve a product page (PDP) with UGC: complete guide + template included

If you have an ecommerce business (UGC in ecommerce), you know it: the product page (PDP) is where the sale is won or lost. Your MVP, your winning horse. You can invest thousands in ads, SEO, social media, influencers, whatever you want… but if your PDP doesn’t convince, it doesn’t gain traction, and there’s no conversion.

And if there’s one factor that makes a difference, it’s the experiences of other users—the classic ratings/reviews, evolved into video opinions. In other words, UGC.

• UGC increases conversion on PDPs (Conversion Rate Calculator)
• And reduces returns thanks to more realistic expectations.

Users no longer believe static images, whether professional ones from the business or, even less so, stock images or those created by Artificial Intelligence. Nor do they believe perfect studio videos. They want to see real people using the product or explaining the service.

In this guide, you’ll learn:

• How to improve a PDP with UGC videos
• Which type of UGC works best depending on your industry
• Metrics that improve when you introduce real content
• A checklist + template you can copy and paste to optimize your product pages
• Specific examples for fashion, beauty, home, technology, SaaS and more

Let’s get to it, padawans.

Well, it works brilliantly on social media and in campaigns, but now we’re talking about product pages.

Users want to see visual social proof, not just text. In fact:

• 70% of brands that use UGC say it improves their conversion rate (Source: HICARI’s 1st UGC Study)
• PDPs with real videos increase time on page.
• Watching UGC reduces uncertainty → fewer returns by showing the product and its benefits, applications or context in relation to the person using it.
• Watching UGC content conveys proximity and brings the brand closer to potential customers.

Translation: if someone like me uses it… I can too.

Every product needs a different type of UGC. In fact, even within the same category and product, you may need to test different creators and/or types of videos and scripts until you find the perfect one. Here are the types that convert best:

Perfect for conveying first impressions. Works brilliantly for tech, accessories and premium products.

Ideal for beauty, fashion, sports, home and gadgets.

This HICARI client invites our UGC creators to try its innovative training method, record the experience and share it with its users. A way to showcase a real experience from a relatable point of view.

Testimonial videos featuring a real customer saying “it works for me” are unbeatable. They work for every type of business (products and services).

This is the case of this client, which works with HICARI to generate UGC videos for all its products (training courses), creating reviews to share the benefits and testimonials of its courses.

The most effective format for cosmetics, fitness, decoration and products involving a visible change. It can also be useful for explaining how you used to do something and how you do it now with this product or service—where you’ve learned X or had your life made easier. The point is to show an improvement with the product or service.

“I used to use X. With this product, now…”

Ideal for innovative services and/or products that need explaining. This is the case of this client, who made a video on HICARI to explain the benefits of its product by comparing before and after using the service:

E.g.: “Trying it while I cook”, “With children at home”, “While travelling”.

This HICARI client showcases the benefits of its product in a vlog-style format, where the creator shares an experience in a very natural and relatable way, bringing the service closer to the audience.

Here comes the important part. It’s not just “embed a video and call it a day”.

Placement changes performance.

See more here: optimise and place videos on landing pages.

Your main UGC video should go here if the service/product needs something to be shown or explained. A 6–15-second clip showing the product in action. It can be a loop if it doesn’t need audio or explanation.

If it requires explanation, it can be a video of up to 2 minutes.

This will help increase scrolling and retain users.

Clothing brand Blue Banana does this very well, using videos on its PDPs right at the beginning of the product page:

Include real photos or frames in the carousel.

This aims to simulate an Amazon-style experience with reviews, but on your ecommerce site, mixing them with your photo gallery or giving them a dedicated “Customer photos” section, ideally with the option to add videos.

• 3 studio photos
• 2 real UGC photos
• 1 studio video
• 2 UGC videos

Place a video where someone explains what you can’t say in words. Or, better yet, what no one will read or might not understand unless it is “shown”.

The moment of truth. Here, UGC videos can dramatically boost conversion. They can highlight the company’s benefits, or answer: why choose me over the competition? That said, it should be a maximum 30-second video.

If you don’t have one, you know what to do. And yes, you can call it “opinions” instead of reviews—better yet, as everyone will understand it.

Add “customer” videos (we already know that UGC involves actors/creators pretending to be customers). Even 5-second vertical videos work. But don’t limit yourself by time: if it needs to be a 1-minute video, don’t be afraid to add it as long as it provides value. That said, avoid videos longer than a minute and a half.

This is the case with travel company Waynabox, which has a sticky UGC video throughout the browsing experience that explains and demonstrates its product. A very good practice if your product requires explanation (as theirs does) or urgently needs something to be demonstrated, such as how-to content or benefits.

• UGC trying on the garment in different sizes
• “Here’s how it looks on someone who is 1.60 m vs 1.85 m tall”
• For “Curvy” models
• “How to style it”
• Show the garment up close so the fabric can be appreciated better

See examples: videos for fashion companies.

• Applying the product live
• Real before / after
• Daily routine using the product

See examples: videos for beauty companies.

• “See how it looks in my actual living room”
• Before / after of the furniture or decor
• Timelapse of assembling the product

See examples: videos for home and decor companies.

• UGC showing real use in the city
• Benefits
• Campaigns with offers
• “I installed it in 30 seconds”

See examples: videos for mobility companies.

• Unboxing + first impressions
• VS comparison (expensive model)
• “Trying it for the first time”…
• “How well it works after 1 week”

See examples: videos for electronics companies.

• Recorded testimonial of using the software
• Screen recording + reaction
• “How I use the tool in my day-to-day life”
• “How I achieved X with {empresa software}”

See examples: videos for software companies.

• Life-change storytelling
• “I wanted to pursue X but didn’t know how…” problem
• Education testimonials
• Discount campaigns

See examples: videos for education companies.

• What to see in…
• What to eat in…
• Secrets of…
• Informative videos sharing interesting facts and history
• Campaign videos sharing promotions.

See examples: videos for travel companies.

Can’t find your company’s category? Here: videos by industry, you can see many more industries and examples of videos we have created at HICARI, the leading UGC platform in Spain and Latin America.

Most ecommerce businesses try to collect organic UGC… but practically no customers send content, and when they do, the quality is terrible. It is unusable for demonstrating even a minimum level of professionalism and quality.

That’s why platforms like HICARI exist, where you can:

• Publish your brief.
• Receive applications from real creators or contact the UGC creator directly.
• Choose who will record.
• Receive videos ready for your PDPs in less than 7 days.

From €70/video or plans from €350/month with 3–6 videos included and a free account manager 🔥 who helps you with:

• Strategy
• Scripts
• Creator selection
• Process optimisation
• Issue resolution

1. First section (above the fold):
⬜ UGC video on autoplay (6–12 seconds) without sound (important)
⬜ Real photo + studio photo

2. Product benefits:
⬜ 3–4 benefits shown schematically; if more explanation is needed, expand with a modal or link (such as financing)
⬜ UGC video explaining the main benefit. It can be the offer.

3. “How to use it”:
⬜ UGC tutorial video
⬜ Short step-by-step script

4. UGC social proof:
⬜ Real testimonial
⬜ Before/after
⬜ Comparison clip

5. Call to Action:
⬜ “Add to cart” button
⬜ Directly below: short UGC video (5–7 sec)

6. Reviews:
⬜ Integrate short customer videos
⬜ Show real photos

7. FAQ:
⬜ Answers to real customer questions

Copy → Paste → Apply.

These are the points where real opinions (UGC videos) can influence your potential customer. Obviously, you don’t need to apply it to every one, but you should consider and test where they could have the greatest impact and improve conversion.

UGC isn’t just something that’s “nice to have”. It is a trust accelerator and one of the biggest conversion drivers. If your product pages need more life, credibility and sales… UGC is the easiest and most cost-effective way to achieve this.