Optimizing Pinterest for eCommerce
Posted on March 8, 2013 at 11:01 am
One of the fastest growing social networks of 2012, Pinterest has not only connected users through its image-rich site but has also attracted the attention of major brands. With several retail brands launching Pinterest accounts over the past twelve months, here are some ways brands can optimize their Pinterest efforts to drive more traffic to their eCommerce sites…
- Study the effect of the Pinterest price banner – Many brands immediately use the Pinterest price banner when selling products online. Believe it or not, past research has shown this may not always be a best practice to drive eCommerce sales. Try using and removing the price banner to see which option drives more site traffic and sales to your site.
- Use Pinterest to enhance SEO efforts – Unlike Facebook and most of Twitter, Pinterest is indexable by search engines. This means although a brand may distribute the same image-rich content across their major social networks, it’s likely that Pinterest is where it will continue to live and be seen for years to come. Pinterest also offers 500 characters for a profile description and for additional text related to each pin. Focus on desired keywords in the 500 character description and focus on keywords and critical product information in product-related pins.
- Naming and sizing images for Pinterest – If there’s one thing you need to get right on Pinterest, it’s correctly naming your images. Pinned images must be at least 400 pixels wide (maximum of 554 pixels – Pinterest resizes images larger than this) and make sure to optimize the file names of images uploaded to the site (separate words with dashes, not underscores). Focus on the SEO keywords you are targeting in the image name.
- Remember Pinterest is interest-based and not timeline-based – Although Pinterest is classified as a social network, simply syndicating content from Facebook and/or Twitter isn’t a best practice. Content posted on the “feed” of Facebook and Twitter loses importance over time – this isn’t always the case with Pinterest, where people have featured the same boards with a dozen pins for years. Post pins which will last on the network and will remain engaging over time (i.e. no contests with dates on the images). In addition, it’s important to have a solution in place for Pinterest links as the pins age – the last thing you want is your pins to direct to dead links with no path to proceed on the site.
- Offer exclusive product launches via Pinterest – As an example, one cosmetics company has engaged influential bloggers on Pinterest, giving them exclusive links to purchase new products early only by clicking on their specific pins and boards. This initiative has not only increased the brand’s awareness with these blogger communities but also the unique Pinterest tactic has gained notice from online industry publications.
As a whole, Pinterest continues to gain ground quickly on its social media peers in relation to the eCommerce industry. One major beauty brand in particular said Pinterest followers spend 15 times more than Facebook “followers” which may emphasize the true purchasing power of Pinterest users. Gaining a following on Pinterest is also easier than Facebook as a Pinterest follower has been projected to cost five times less to acquire.
In conclusion, optimizing your Pinterest account may take a little time and creativity but it is likely worth the effort given the success of Pinterest in relation to eCommerce transactions. While Pinterest is still growing as a company and faces competition from similar sites that are more “eCommerce-ready” (such as TheFancy and Wanelo), one can argue Pinterest has changed the way consumers discover products online and will continue to spark change in the eCommerce industry moving forward.
Tags: blogger outreach, content marketing and social media, emerging social networks, media-based social networks
10 Things to Know About Mastering On-Site Search
Posted on February 25, 2013 at 9:42 am
On-site search is often overlooked in the eCommerce industry – some online retailers are only concerned with their site being searchable and not how it is being searched. To go further into the topic I sat down with our conversion optimization expert, Doug Mitchell, and compiled a list of 10 must know facts about on-site search…
1) Not everyone enjoys the “product category” experience – Some site visitors prefer to shop using search, yet few brands prefer to optimize their search results.
2) Shoppers visit sites for different reasons and should be catered to – There are three kinds of visitors to eCommerce sites… (more…)
Tags: conversion rate increase, customer experience, eCommerce merchandising, eCommerce product categories
4 Things to Know About the Mobile Ad Industry
Posted on February 8, 2013 at 10:30 am
Many online retailers are still attempting to fully understand the concepts and capabilities mobile devices bring to their industry. With the mobile landscape ever-changing, mobile advertising has been at the forefront of growth within the retail industry. Although 9 out of 10 online retailers have a mobile strategy, according to Forrester less than half of retailers currently use mobile display ads, a percentage which will likely increase in the coming years.
With both the digital and traditional advertising industries in a constant state of change, here are four things to know about the mobile ad industry…
1) The mobile ad industry is growing around the world – Few industries are growing at the same speed as the mobile ad industry. According to Gartner, mobile ad revenue around the world is expected to increase to $11.4 billion this year, an 18.8% increase from last year ($9.6 billion) - last year the U.S. led all countries in mobile ad revenue with over $2 billion spent. Gartner also forecasts that global ad revenue from mobile devices will reach $24.5 billion by the end of 2016, almost three times the revenue generated last year. (more…)
Tags: mobile ad industry, mobile advertising, mobile marketing, mobile statistics
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