You own or operate an e-commerce store, and you’re using social networks like Facebook and Twitter, but you’re now looking for a new customer base. Have you considered Pinterest? If not, I highly recommend that you do. Pinterest is a great tool for driving web traffic to an e-commerce site as help increase sales for your e-commerce site.
Demographics and Behaviors of Pinterest Users
In order increase sales for your e-commerce site you need to be able to understand the demographics and behaviors of users on Pinterest. According to PEW research, their report stated that Pinterest attracts “Women, adults under 50, whites, those with some college education.”
According to the same report, 1 in 4 women that used the Internet, also used Pinterest, compared to only 1 in 20 men.
Here are other interesting demographic and behavioral statistics that was shared on Huffington Post.
1) 80% of Pinterest users are women, while 50% of all Pinterest users have children.
2) 69% of online consumers who visit Pinterest have found an item they’ve bought or wanted to buy, compared with 40% of Facebook users.
4) Pinterest pins with prices get 36% more likes than those without.
5) Users spend an average of 16 minutes on Pinterest a visit.
6) The average Pinterest user spends 98 minutes per month on the site, compared to 2.5 hours on Tumblr, and 7 hours on Facebook.
7) 28.1% percent of Pinterest users have an annual household income of $100,000.
According to Repinly, the most popular pins are categorized as followed:
11.1% of pins were about Food and Drink
9.6% of pins were DIY (Do it Yourself) and Crafts
5.8% were for Home Decor.
5.4% were for Hair and Beauty
5.4% were for Women’s Fashion
4.9% were for Weddings
3.7% were for Kids
3.1% were for Holiday and Events
Now that you’re armed with that type of information, how can we use that information to increase sales for your e-commerce site using Pinterest?
Sell Products that are Popular on Pinterest
If you’re selling an amazing sound system for a home theater on your site, chances are that you’re probably not going get many sales as an e-tailer on Pinterest because of the majority of users being women. But if you are selling custom designed wedding shoes for brides, then Pinterest is going to be an excellent way to generate additional revenue since weddings are a popular topic on Pinterest.
If your e-commerce site has products that fit into the categories above, and is enjoyed by a female demographic then these are the products you want to create pins for on your Pinterest account. Ensure that you create different Pinterest boards for the different themes of products that you want to sell.
TOM’s shoes makes comfortable shoes, and creates different boards with different themes around their products. If you notice on their Pinterest board, they have boards that focus on their wedding line, as well as chic shoes from TOM’s.
An interesting way of getting more sales is to be able to combine two categories into one. Think about how certain home decor elements can accentuate the holidays or special events like birthday, this way you are reaching into a larger audience for the home decor products.
Pictures versus Products on Pinterest (Split Testing)
According to the book the Buying Brain written by Dr. Pradeep putting faces on packages increases purchase intent for a product. I would imagine that this would transfer to photos that highlight products. Products that are shown with people are more likely to be bought than those that are not shown with people.
Create visual content on Pinterest that displays the type of lifestyle that the product can offer. Start to think of your pins as print advertisements and not just as product catalog. A catalog is designed to give information, but you want to be able to create pins that increase someone’s purchase intent.
You can show a couple at their wedding wearing your products, or you can show a scene of a beautiful bride wearing her elegant dress with a special focus point of her custom designed shoes.
One of the great things about Pinterest is that you can use a different photo to highlight your product than the one you have on your e-commerce site, and still have it redirected to the actual e-commerce site where the product is being sold. To do this, all you need to do is upload a pin, and then customize the web address you want the picture to redirect to.
This means that you can conduct split testing for different photos, ones with people and one without, to determine if certain types of photos are driving more traffic and converting sales, compared to others.
In order to do this, choose one photo to upload to Pinterest that highlights a person using or wearing your product. Keep the descriptions for that product the same in both pins. Now choose a second photo that only highlights the product but keep that description as the same as the one before. You can use Google Analytics or another type of goal tracking software to determine which one is performing better.
I encourage e-commerce sites to do these split tests with their best products to save time. If the results are promising then it would be best to keep going.
Mix and Match When It Comes to Listing Prices
One of the best aspects of Pinterest is that it can show the price of the product in the actual pin. In order to do this, put the price of the product inside the description. This currently works for dollars and for GBP (pounds). Once you’ve done this, Pinterest will automatically post the price on the right hand side of the pin, and will then your product will automatically be available of the gifts subsection of Pinterest.
However, users of Pinterest, don’t want to see only products with prices on them. It’s important to post pins of your products without pricing on them so that it doesn’t look like you’re trying to spam. You want your “advertising” pins to fit in naturally with others. The good news is that if someone is interested in that product pin, they will click on it and it will redirect right back to your e-commerce site.
However, I can’t stress enough to test out what types of pricing points drive more sales. Put a variety of items at different pricing points to see which ones seem to do well. Don’t be afraid to test higher end items that costs hundreds of dollars. On average, Pinterest users will spend more than their counterparts on Twitter and Facebook.
Use The Pin’s Description to Help Sell More
Once you’ve been able to draw the attention of your audience with a wonderful picture, which does 80% of the work, filling in the description at the bottom of the pin will help out with the other 20% to click on the pin. Sometimes I see descriptions that are lackluster and make me go blah.
They talk a lot about the features of the product, but not the benefits. Here’s a pin description I read on Pinterest:
“Broad Sword Umbrella, $29, now featured on Fab.”
I’m not going to show the picture because the point is to write a good description that sells. A lot of the pin’s description focuses too much on features, and not enough on the benefits of a product. If you’re able to highlight the benefits of using a product in a description, I guarantee that you will see a lift in your e-commerce sales.
“Broad Sword Umbrella that will grab any stranger’s attention as well be a wonderful conversation piece. Amazingly sturdy in windy situations. This umbrella with personality will keep you and a friend dry during those harsh rainy days or during light drizzles. This product was also featured on Fab and you can purchase this product for $29.”
I’m sure you can see the difference between the two and which one sparks more purchase intent just based on the writing alone. Pinterest allows you to write up to 500 characters in your descriptions, don’t waste this space. Use it to draw in new customers to spend on your e-commerce site. Remember, highlight benefits, not features.
I wanted to conclude this article by sharing an infographic about Pinterest by Shopify, that will offer additional insights.