If you haven’t heard of Pinterest, it’s a social media network that acts like a visual scrapbook. Users of the social network can add visual content such as images, photos, or videos, known as pins onto the network. These pins, if public, can then be shared onto a user’s Pinterest board.
What makes Pinterest a big deal in the world of e-commerce is its ability to attract women and users high levels of income. According to advertising agency Modea, 28.1% of users had a household income of $100,000 or more and 68.2% of users being women. Some reports have stated that women constitute as much as 80%.
According to an article by Venture Beat, people that were referred to Sephora’s website via Pinterest spent 15 times more than their Facebook users did.
Sephora didn’t release the actual dollar amount spent, but the website Bottica.com which sells jewelery came out with an infographic that showed customers that were referred from Pinterest spent $180, which was 10% more than the average spend. However, when traffic was referred from Facebook, those users spent $85, which was 44% less than the site’s average spend.
Also Pinterest was involved, at some point in the process, for 10% of the sales, while Facebook was involved in 7%. Those numbers should convince you that if you have an e-commerce store, especially one targeted towards women, that you need to be on Pinterest.
How do you take advantage of this new money maker and get millions of visitors from Pinterest to your e-commerce site? Read on.
Create Boards that Highlight Your Best Selling Products
If you’ve been running your e-commerce store for a while then you should know what your best selling items are, and what type of categories they belong to. In order to ensure great success from the start with Pinterest, create Pinterest boards that represent those best items. If you look at the Pinterest boards by Etsy.com, they have a wide variety of boards with different goods. One of their boards focuses on gifts under $50, one focuses on jewelery, and and another on weddings.
On Sephora’s Pinterest Page, they know that Mother’s Day is coming up so they have a board that’s for Mother’s Day gifts and put it as the second board on their Pinterest page. This is to maximize exposure on both desktop, tablet and mobile. This Pinterest board location is one of the smartest ways to generate more traffic and money to your e-commerce site.
Think about how your products fit into to specific holidays and times of the year. If you own a shop that sells knives and kitchen essentials, create a board that may be titled “Thanksgiving Essentials.”
Now the best part about Pinterest is that you have the option to link pins back to your e-commerce product page. And there are two ways to do this. You can either directly pin from your e-commerce site onto a board, which can be done by using the Pinterest’s pin bookmarklet, or you can upload your pin, and then customize the web address you want users to be re-directed to after they’ve clicked on the image (once you’ve uploaded the pin, you will see this option below the description area).
Make Your Pins Highly Shareable
Riding off of the last point, it’s important to know that the image that you upload DOES NOT need to match the image of the actual e-commerce product page. This is great news for marketers, because this means that if you’re planning on selling some amazing gifts for Mother’s Day or Father’s Day you can create customized pins that have captions within the pictures.
Ensure you create gripping headlines within the images to help sell those products. The picture may show off an amazing tie, and then have a caption that reads, “Best Father’s Day Tie to Give. Period.” And when that photo is uploaded, ensure that it links back to the product page.
If done right, you have a great visual of the product, you have a headline that stops your targeted audience in their tracks, and you will start seeing more traffic driven from Pinterest to your site.
Here’s an example that Sephora has done. The picture below on the left is a picture that they posted onto their Mother’s Day Pinterest board. Notice that they are using a custom image as well as including captioning in the picture. It’s important to have a caption in the picture because a pin’s description can be changed by other pinners once a pin has been repinned.
The picture to the right of it is the actual picture from the website once the pin has been clicked on. A common misconception is that the pin and the picture from the site must be exactly the same. This is not true, they can be different, but it’s not a good idea to use an image that’s not related to the product page.
Place a Copy of the Web Address in the Description
While most people click on the images before being redirected to an e-commerce site, they can also be redirected through a pin’s description. If you put the address of the product page in the description this will help drive traffic to that site. Pinterest won’t show the full web address, only the first few letters after the www will be visible.
In order for a user of Pinterst to get to your site through the visual pin, they have to click on it twice. The first click will expand the photo to a larger size, and the second click will then redirect to your e-commerce site. However, if you put the address in the pin’s description, it will only take one click to get to the site.
I would strongly suggest that you put the website at the end of the description.
Ensure There’s a Pin It Button for All Your Products
ClickZ/Mashable came out with an article that discussed how 70% of brand engagement was started by other users. This is an incredibly high number and that means users of Pinterst are quite at ease sharing visual content from their favorite brands. Make it easy for fans to share your e-commerce content by ensuring that every product image has a Pin It button underneath it or while hovering over it.
You need to make it as easy as possible for your fans to pin your content, since there’s a good chance that many of them are not going to have the pin bookmarklet tool on their browser at work or loaded onto every computer. By creating a Pin It button with all your pictures, your fans can pin their favorite items onto their boards. Not only is that fan being engaged with the content, but he or she is also sharing it with their followers.
If that person has 200 followers, then that’s the potential for some of the followers to click on that pin that was shared. What’s even better is that some of her followers will repin that pin she just shared, and the process of people clicking on the pin to visit your e-commerce site cycles.
If you want millions of people to come to your e-commerce site, then you need to post consistently. The more quality visual content that you pin, the more followers that you get, and the higher the number of users that will repin your content. This doesn’t mean you need to bombard your followers with 200 pins in one day. It means that you should post content every day. Consider posting 4 or 5 pins throughout the day. If you’re selling women’s products, then I would highly suggest you DO NOT take Saturday off, as this is a day that many affluent women spend time browsing Pinterest as a casual activity.
These are some tips to help drive millions of website viewers to your e-commerce site. Feel free to share with us your thoughts on you use Pinterest to drive traffic to your e-commerce site.