A recent Shopify study revealed social visual discovery tool Pinterest to be a strong social channel that online retailers can “use to increase site traffic and boost sales.” Although Pinterest is only the third most popular social network worldwide, they have an average order value of $80, which is double Facebook’s average order value of $40.
Though Pinterest can’t beat the amount of referral traffic Facebook gets, they make up for it in being able to bring retailers more traffic and sales, which ismore valuable than bringing in referral traffic without sales. While having a large amount of daily active users is important, being able to maintain high conversion rates is just as valuable. Here are some tips on how retailers can leverage Pinterest to increase sales from referral traffic.
Display your prices
Shopify’s study also revealed “Pinterest pins with prices get 36% more likes than those without.” Don’t be afraid that your price tag may scare away potential buyers. If anything, it’s what gets your potential customers to click through to your site and complete their transaction. Price plays a big role in making a decision to buy something. Providing them with that information throughout your Pinterest Boards and Pins using Pinterest’s Rich Pins can be the one thing that can turn someone that’s browsing around into a buyer.
Utilizing price alerts is also a great way to notify potential customers who once showed an interest in your products, but may have decided against buying it due to price. Price alerts will let them know when the price drops for an item they’ve “stuck a pin” in.
Go beyond selling
Pinterest was originally created to be a social tool that people used as a source for inspiration, or rather, “Pinspiration”. Users collect ideas for projects and interests on Boards, and share Pins with one another to help ignite creative ideas for certain projects, interests, or hobbies.
Once retailers began using Pinterest as a marketing tool, some began using it as an alternative online store by posting an image of their product alongside product details. Though there is certainly nothing wrong with utilizing Boards on Pinterest to showcase special product collections, it’s important not to forget the primary purpose of Pinterest in your Pinterest marketing strategy.
Utilize your Boards to arrange Pins catered to a certain style of fashion or living. Inspire your customers by pinning complementary items and accessories they may want to buy with some of your products. Providing customers with an engaging customer experience can sway them to become loyal customers.
Showcase Pins on your website
Integrating your Pins within your website can improve your customers’ shopping experience. For customers who are overwhelmed with the amount of products you sell, showcasing your brand’s most popular Pins can be a great starting point for your customers. It’s also a great way to inspire them to make purchase that’s right for them. Integrating Pinterest directly onto your website will retain your customers’ attention and improve their shopping experience.
Shopify reports the daily number of Pinterest users has increased by 145% in the last 2 years. Though they are far behind Twitter and Facebook in daily active users, their high conversion rates put them above the rest and make them the best social network for retailer traffic and sales.