How Pinterest Drives the Most Valuable Customers to Your Website
Social networks represent areas where rapid amounts of communication occurs between consumers. One piece of media can be shared and viewed by countless people, which in turn can drive just as many visits to any given link.
Of all the social networks, Pinterest represents the most valuable network for driving online commerce. It drives traffic with an incredibly high interest in purchasing products, which in turn means that every visitor from Pinterest tends to be more effective than visitors from other sources. Let’s explore the details of how and why Pinterest is so effective for online commerce.
Looking at the Numbers for Pinterest
The best way to understand the value in Pinterest is to take a look at the statistics presented by it. Shopify, which is one of the leading online commerce platforms for businesses, conducted a survey with Pinterest to learn more about Pinterest users and their consumer information.The average order value of sales coming from Pinterest is $50 – higher than any other major social platform. 93 percent of the consumers who came to Shopify stores planned to purchase. Combine this with the two million product pins created each day pointing to Shopify stores, and that is a potential gross revenue of $93 million.
The power behind Pinterest as a tool for online commerce revolves around the way it changes how consumers think. eMarkteter found that 93 percent of Pinterest users opened a commerce page with the intent to purchase something, and that 87 percent of those users purchased something solely because of what they found on a social networking site.
This purchasing trend stems from the way social networks influence every aspect of purchasing decisions. Milliard Brown found that 96 percent of Pinterest users used the social networking site to conduct product research, and 93 percent used it to plan their purchases.
Pinterest also delivers an affluent audience. comScore finds that Pinterest users spend twice as much online as the average Internet user, and a BizRate Insights survey found that 30 percent of users had an annual household income over $100,000.
Pinterest doesn’t just drive effective traffic to your online stores; it facilitates it.
The source of Pinterest’s effectiveness stems from the rich images and the functionality Pinterest users derive from the networking site. It facilitates the most important parts of the buying process, such as product exposure and social approval, while giving users a way to research more about a given product through links in pins.
Businesses are Learning the Viability of Pinterest for Online Commerce
Pinterest is a strong vehicle for brand association. 43 percent of Pinterest members agree that they use Pinterest to “associate with retailers or brands with which I identify,” compared to just twenty-four percent of Facebook users who agree to the same use with Facebook.
The raw statistics about how consumers use Pinterest should prove a great deal as to the viability of Pinterest for facilitating online commerce, but there are still more reasons to invest in Pinterest.
The biggest reason revolves around competition. Developing a strong platform on Pinterest can be done relatively easily with the right approach. Many businesses have not discovered the power of this platform for facilitating sales. Given that 61 percent of business-to-consumer marketers and 25 percent of business-to-business marketers use Pinterest, this is a trend that is bound to change.
If you want to take advantage of the many benefits that Pinterest can bring to your brand or online store, then now is the time to do so. The competition will only grow, and the number of consumers will only dwindle as they are realized by the businesses that use Pinterest for meeting their online goals.
Filed under: Social Media Marketing