CRO Manifesto
Add a Branded Sub-Copy to Reinforce Your UGC Section
context
A strong headline grabs attention, but without supporting context, users may not fully understand the value of your UGC section. If the messaging is vague, they might scroll past without engaging.
Why?
A well-crafted sub-copy explains why user-generated content matters—whether it's seeing real customers style your products, sharing inspiration, or building a community. Clear, branded messaging encourages users to explore and trust your brand even more.
Content
- Your UGC section exists but sees low engagement rates (under 2% click-through to product pages)
- Analytics show users scroll past your social proof section in under 3 seconds
- Your current UGC headline is generic ("Customer Photos" or "Instagram Feed") without context
- You have 100+ monthly homepage visitors and existing UGC content but lack clear messaging
- Your Shopify store has social media integration but visitors don't understand why they should engage
Add compelling sub-copy beneath your UGC section headline to explain its value and encourage interaction.
- Locate your UGC section in your Shopify theme editor (typically in sections/social-feed.liquid or custom sections)
- Add sub-copy field by inserting this schema in your section settings:
{
"type": "textarea",
"id": "ugc_subcopy",
"label": "UGC Sub-copy",
"default": "See how customers style our pieces"
} - Style the sub-copy with 16-18px font size, 1.4 line height, positioned 12-16px below your main headline
- Write branded messaging that connects to your value prop: "See real customers loving their [product]" or "Get styling inspiration from our community"
- Test mobile display ensuring sub-copy remains readable at 14-16px on smaller screens
- Implementation time: 30-45 minutes including testing across devices
- UGC engagement rate: Expect 25-40% increase in clicks from UGC section to product pages within 2-3 weeks
- Time spent in section: Monitor 15-25% improvement in dwell time using heatmap tools like Hotjar
- Social proof conversion: Track 10-20% lift in conversions from users who interact with UGC section
- Scroll depth: Measure increased engagement with content below UGC section (typically 8-15% improvement)
- AVOID: Generic sub-copy like "Check out our photos" that adds no context or value
- BEST PRACTICE: Use specific, benefit-driven language like "See how 1,000+ customers style their favorites"
- AVOID: Making sub-copy longer than 15-20 words, which reduces scan-ability
- BEST PRACTICE: Keep messaging concise while highlighting community size or styling inspiration
- AVOID: Using identical messaging across all UGC sections without testing variations
- BEST PRACTICE: A/B testing different sub-copy angles (community focus vs. styling inspiration vs. social proof)
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