Pinterest for Ecommerce: Harnessing the Power of Visual Discovery

Hannes Parman
April 6, 2023
5 min read

Introduction

In today's competitive ecommerce landscape, utilizing a diverse range of platforms is crucial for the success of any online business. One such platform that is gaining momentum in the ecommerce world is Pinterest. With its unique visual discovery engine and shopping capabilities, Pinterest has become an essential tool for businesses to drive traffic, engage customers, and increase sales. In this article, we will explore the various ways in which Pinterest can be harnessed for ecommerce success, including the benefits of Pinterest for ecommerce businesses, how to set up an optimized Pinterest account, and strategies for leveraging Pinterest's features to grow your online store.

The Power of Pinterest for Ecommerce 

Pinterest is a powerful platform for ecommerce businesses due to its visual nature and user demographic. According to recent statistics, Pinterest has over 444 million monthly active users, with 76.7% of these users being female. Additionally, Pinterest users are known to have high purchasing intent, with 83% of weekly users making a purchase based on the content they find on the platform.

Benefits of Pinterest for Ecommerce

  1. Increased Traffic: Pins on Pinterest can drive substantial traffic to your online store, as users save and share your product images with their followers.
  2. Higher Conversion Rates: Pinterest's visual discovery engine allows users to discover products they are interested in, leading to higher conversion rates compared to other social media platforms.
  3. Brand Awareness: By creating visually compelling pins and boards, you can increase brand awareness and customer loyalty.
  4. Rich Analytics: Pinterest provides detailed analytics to help you understand your audience, optimize your content, and measure the success of your campaigns.

Setting up Your Pinterest Business Account 

To harness the power of Pinterest for your ecommerce store, you must first set up a Pinterest Business account. A Business account provides access to features like Rich Pins, analytics, and advertising options.

Steps to Create a Pinterest Business Account

  1. Visit the Pinterest for Business page and click "Join as a business."
  2. Fill in your email address, password, business name, and website URL.
  3. Select your business type from the drop-down menu.
  4. Complete the setup process by customizing your profile, adding a profile picture, and verifying your website.

Creating Compelling Pins for Your Products

Once your Pinterest Business account is set up, it's time to create engaging pins for your products. Pins should be visually appealing and provide essential information about your products to encourage users to click through to your online store.

Tips for Creating Engaging Pins

  1. High-Quality Images: Use high-resolution, well-lit images that showcase your products in the best possible light. Ensure that your product is the primary focus of the image.
  2. Optimal Pin Size: The ideal aspect ratio for Pinterest pins is 2:3, with a recommended size of 1000x1500 pixels. Vertical images perform better on the platform, as they take up more screen space on users' feeds.
  3. Descriptive Text Overlay: Add informative and engaging text overlays to your pins to provide additional context and capture users' attention. Ensure that the text is clear, concise, and easy to read.
  4. Use Rich Pins: Rich Pins provide more context about your product, such as pricing, availability, and product descriptions. They also link directly to your online store, making it easier for users to make a purchase.
  5. Create Themed Boards: Organize your pins into thematic boards based on product categories, seasonal trends, or customer interests. This will help users discover and save your pins more easily.

Maximizing Reach with Pinterest SEO

Pinterest is not only a visual discovery platform but also a search engine. Optimizing your pins and boards for search is essential to increase visibility and reach more potential customers.

Pinterest SEO Best Practices

  1. Keyword Research: Identify relevant keywords for your products and niche using tools like Pinterest's search suggestions, Google Keyword Planner, or other third-party tools.
  2. Optimize Pin Titles and Descriptions: Include relevant keywords in your pin titles and descriptions to increase the chances of your pins appearing in search results. Be sure to use natural language and avoid keyword stuffing.
  3. Board Optimization: Create board titles and descriptions that accurately describe the content and include relevant keywords. This will improve the discoverability of your boards in search results.
  4. Use Hashtags: Add relevant hashtags to your pin descriptions to increase visibility in search results. Limit the number of hashtags to 4-5 per pin and ensure they are specific to your niche or product.
  5. Consistent Pinning: Regularly pin new content and engage with other users to boost your Pinterest presence and improve your search ranking.

Utilizing Pinterest Advertising 

Pinterest Advertising can be an effective way to reach a larger audience, drive traffic to your online store, and increase sales. Promoted Pins blend seamlessly into users' feeds and are targeted based on interests, keywords, and demographics.

Types of Pinterest Ads

  1. Promoted Pins: These are regular pins that you pay to display in users' feeds and search results. They look like regular pins but have a "Promoted" label.
  2. Promoted Video Pins: These are video-based pins that autoplay as users scroll through their feeds. They are ideal for showcasing product features or providing tutorials.
  3. Promoted Carousel Pins: Carousel pins allow you to showcase multiple images in a single pin, making them perfect for featuring product collections or different product variations.

Tips for Successful Pinterest Advertising Campaigns

  1. Set Clear Goals: Determine your campaign objectives, such as increasing brand awareness, driving website traffic, or generating sales.
  2. Target Your Audience: Use Pinterest's targeting options to reach users based on their interests, keywords, demographics, and behaviors.
  3. Monitor Performance and Optimize: Track your campaign performance using Pinterest's ad analytics and make necessary adjustments to optimize your ads for better results.

Leveraging Shoppable Pins and Catalogs

Shoppable Pins and Catalogs are powerful features that enable users to shop directly from your pins, making it easier for customers to discover and purchase your products.

Shoppable Pins

Shoppable Pins display a small shopping tag icon on the pin's image, indicating that the product is available for purchase. When users click on the shopping tag, they are taken directly to the product page on your website, streamlining the shopping experience.

Pinterest Catalogs

Catalogs allow you to upload your entire product inventory to Pinterest, creating shoppable pins for each item. Users can browse your catalog and shop directly from your pins, increasing the chances of driving sales.

Tips for Leveraging Shoppable Pins and Catalogs

  1. Ensure Accurate Product Information: Keep your product information up to date, including pricing, availability, and descriptions. This will ensure a seamless shopping experience for users.
  2. Optimize Product Images: Use high-quality, visually appealing images that showcase your products in the best light. This will encourage users to click on your shoppable pins and browse your catalog.
  3. Promote Your Shoppable Pins: Boost the visibility of your shoppable pins by promoting them through Pinterest advertising or by sharing them across your other social media channels.

Measuring Success and Optimizing Your Pinterest Strategy

To maximize the benefits of Pinterest for your ecommerce business, it's essential to measure the success of your efforts and continuously optimize your strategy.

Key Metrics to Monitor

  1. Impressions: The number of times your pins have been displayed in users' feeds or search results.
  2. Saves: The number of times users have saved your pins to their boards.
  3. Clicks: The number of clicks your pins have received, driving users to your website or product pages.
  4. Conversions: The number of sales or desired actions (such as sign-ups or downloads) resulting from your Pinterest efforts.

Tips for Optimizing Your Pinterest Strategy

  1. Analyze Your Top Performing Pins: Identify the characteristics of your best-performing pins, such as image style, pin descriptions, or themes, and apply these insights to your future pins.
  2. Test Different Pin Styles: Experiment with different pin formats, such as static images, videos, or carousel pins, to determine which formats resonate best with your audience.
  3. Engage with Your Audience: Respond to comments, follow relevant users, and join group boards to build relationships and foster a sense of community around your brand.

Conclusion 

Pinterest is a powerful platform for ecommerce businesses, offering unique opportunities to drive traffic, engage customers, and increase sales. By setting up an optimized Pinterest Business account, creating compelling pins, leveraging Pinterest SEO, utilizing advertising, and incorporating shoppable pins and catalogs, you can harness the power of Pinterest to grow your online store. Remember to continuously measure your success and refine your strategy to maximize the benefits of this visual discovery engine for your ecommerce business.



FAQs:

Is Pinterest good for ecommerce?

Yes, Pinterest is an excellent platform for ecommerce, as it allows users to discover and save visually appealing products, driving traffic and sales to your online store.

Can I use Pinterest to sell products?

Absolutely! With features like shoppable pins and catalogs, Pinterest enables users to shop directly from your pins, making it easier for them to purchase your products.

Is Pinterest good for retail?

Pinterest is beneficial for retail businesses as it offers a visual search engine that helps potential customers discover your products, driving brand awareness, engagement, and sales.

Is it hard to sell on Pinterest?

Selling on Pinterest is relatively straightforward. By creating engaging pins, optimizing them for search, and leveraging advertising and shoppable features, you can effectively drive sales through the platform.

Does Pinterest take a cut of sales?

Pinterest does not take a cut of sales from shoppable pins or catalogs. However, if you use Pinterest Advertising to promote your pins, you will need to pay for the advertising costs.

What are the disadvantages of using Pinterest?

Some disadvantages of using Pinterest include the time investment required to create and manage pins, the highly visual nature of the platform that may not suit all products, and the need to stay updated on platform changes.

Why use Pinterest for business?

Using Pinterest for business can increase brand visibility, drive website traffic, boost customer engagement, and ultimately lead to higher sales, making it an effective marketing tool for many businesses.

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Hannes Parman
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