Your UGC gallery is a powerful tool for inspiring travelers and driving engagement—but are you making the most of it?
By analyzing thousands of UGC-powered pages, we’ve uncovered key insights from destinations seeing higher engagement, bookings, and conversions. Here are three data-backed tips to optimize your gallery and get even better results!
Tip #1: Don’t Bury Your Gallery Far Below the Fold
💡 Test Placement with Dynamic Content Blocks
Willmar Lakes created a homepage gallery called “Out and About in the WLA,” featuring repurposed Instagram Reels. By leveraging existing content and incorporating short-form video, they not only saved time but also boosted engagement.
📈 The results?
- 16.7% increase in homepage engagement rate after launching the gallery.
- After further optimizations, their homepage gallery engagement rate increased from 35.5% to 42%!
How to Optimize Placement:
📊 Use free tools like GA4 scroll depth tracking or paid tools like HotJar to see if visitors are actually reaching your UGC.
✅ Move your galleries higher up on key pages (homepages, itineraries, event pages).
✅ Test placement based on engagement patterns:
- For homepages: Place UGC galleries just below the hero image or intro content.
- For itinerary pages: Embed galleries between stops to showcase real visitor experiences.
- For event pages: Position galleries on the registration section for added social proof.
Note: This is applicable whether you are using the classic or new experience!
Tip #2: Show the Right Images, Not Just Every Image
💡 Use Search & Quality Scores to Find High-Performing Content
Most brands set up a UGC gallery and let it run without curating the most engaging content. With CrowdRiff’s smart search (available in the new experience), DMOs are finding assets as easily as chatting with a friend. Our conversational search understands intent and delivers the right content—faster than ever.
Try This:
✅ Use CrowdRiff’s natural language search alongside AI-powered scoring to surface high-quality images. Instead of sifting through generic results, now you can search for “family on a patio” and get the perfect shot—no more endless scrolling through empty patios!
✅ Prioritize images with human faces—eye-tracking studies show that people are naturally drawn to faces.
✅ Keep galleries fresh—swap out outdated visuals regularly to maintain relevance and engagement.
Note: Smart search will be available soon on the new experience.
Tip #3: Add a Clear Call-to-Action (CTA) to Your Gallery
💡 Embed CTAs Directly into UGC Thumbnails
A well-designed UGC gallery boosts engagement, but without a clear next step, visitors may leave without converting.
📈 Proof in action:
- Willmar Lakes strategically placed CTA buttons alongside their UGC galleries, mixing static UGC with short-form video. The result? Higher engagement and conversions.
- Visit Bucks County saw a 400% increase in engagement by embedding CTA buttons into their Fall Foliage Gallery. CTAs like “Plan Your Visit” encouraged deeper site exploration and trip planning.
How to Optimize CTAs:
✅ Use CrowdRiff’s CTA buttons to link gallery images to relevant pages (itineraries, booking platforms).
✅ Test CTA wording and monitor referrals to your stakeholders—“Book Now” vs. “Find Deals” can influence different behaviors.
✅ Link to underperforming pages—placing CTAs in UGC galleries can help surface content visitors might otherwise miss.
Note: CTAs aren’t in the new galleries experience just yet.
Bonus Tip: Leverage CrowdRiff’s New Gallery Layouts
💡 Switch to the New CrowdRiff Experience
We’ve completely overhauled our gallery layouts to improve performance, accessibility, and design flexibility. If you’re still using the classic experience, you could be missing out on increased engagement and better usability!
See It in Action:
📌 Visit Myrtle Beach places a UGC gallery at the top of their Things To Do page, setting the tone for exploration.
📌 Visit Orlando uses carousel-style galleries to highlight ongoing experiences and keep visitors engaged.
📌 Corpus Christi turned their UGC gallery into a scrolling slideshow of movie posters, showcasing their connection to pop culture.
How to Apply This Strategy:
✅ Upgrade to the new CrowdRiff Experience. (If you don’t see the option yet, your CSM can help set you up!)
✅ Test different layout options to see what works best for your audience.
✅ Monitor performance metrics before and after switching to track improvements.
The Bottom Line
It’s not just about having a UGC gallery—it’s about optimizing it for results. By improving placement, refining content selection, and embedding smart CTAs, you can turn passive browsers into engaged travelers ready to book.
Learn more about the new CrowdRiff experience here.
