Increasing Conversions and Sales When Optimizing Pinterest’s Rich Pins
As cool as buyable Pins on Pinterest are, it is going to take Pinterest a significant amount of time to support all ecommerce platforms. Even if your ecommerce platform isn’t supported at this time, that doesn’t mean you can’t leverage Pinterest and increase conversions and sales right now. In the meantime, retailers can focus on optimizing their Pinterests to not only increase sales, but to provide customers with valuable and easy to access content relevant to their interests.
If you aren’t already on Pinterest—especially if you are a retailer—you need to sign up as a business today! Note that there is a separate sign-up for businesses, and if you signed up as an individual user, you can convert your account using the link provided above by selecting “Convert now” below the “Join as a Business” button.
What is Pinterest?
Pinterest is a free social media site that many consumers use to search and find products, tips and tricks, recipes, how-to’s, and much more that can be saved as visual bookmarks. You can save these visual bookmarks directly on Pinterest from others’ Pins and pinboards, but also from outside website sources.
Pinterest for businesses is much more than just a free social media tool, it’s an important element of a retail marketing strategy—and if it isn’t, it needs to be. Pinterest is a site that allows your customers to discover you and your brand based on common interests, values, and hobbies. However, when they find you, make sure you have optimized your pinboards to ensure a positive user experience, increasing your website conversions, and in turn, your sales.
Let’s walk through an example of how this might play out: I am a consumer looking to DIY a fire pit in my backyard. Perhaps you are a lawn and garden retailer that happens to sell DIY fire pit kits at a competitive price compared to big-box retailers. As a consumer I am searching on Pinterest: “DIY fire pit,” and your recent article on how to DIY a fire pit pops up at the top of my search results. I then select your article, navigate to your company’s blog, and read how to achieve my desired goal. Perhaps at the end of the how-to article, you provide a link to purchase a DIY fire pit kit that directs me to your ecommerce site. I now can simply purchase the kit and DIY a fire pit in my backyard. However, what if you wouldn’t have optimized your Pinterest profile and I wouldn’t have found your article? I might have purchased a kit from a competitor.
Are you convinced now to get a Pinterest for your business? If not, here is more information on how your business can be like our lawn and garden retailer above and increase your website conversions and sales.
What are Rich Pins?
Rich Pins are the best way for consumers to find your content and actually click through to your website. Rich Pins are traditional Pins, except they include additional information and provide the consumer with a better user experience.
There are 6 types of Rich Pins: article, app, movie, product, recipe, and place. In our example of a lawn and garden retailer, the consumer found their website through an article. Keeping with this scenario, to provide the best possible user experience, it would be advantageous to have used a Rich Pin, specifically an Article Pin, to provide the consumer with the most information. Not only does using an Article Pin provide more information, it makes it easier for the consumer to find articles that are of interest to them. This is just one example, but here is a breakdown of the information that is included in each type of Rich Pin:
- Article Pins include a headline, author, and story description. This helps the reader identify if the given article is something they would be interested in reading.
- App Pins include an install button, ensuring the user can download your app without even leaving Pinterest. Note that App Pins are only compatible with iOS apps.
- Movie Pins include ratings, cast members, and reviews, ensuring consumers stay up to date on all new movies.
- Product Pins include up-to-date pricing, item availability, and where to buy, ensuring shoppers the easiest buying experience. You can even get notifications when prices drop, making staying on top of discounts and sales easy!
- Recipe Pins include ingredient lists, cooking times, and serving details to ensure your next dinner party runs smoothly, or to give foodies more ideas.
- Place Pins include a map, address, and phone number of a location or venue, ensuring you see all the attractions on your vacation.
By providing additional information, consumers are going to be more likely to select your Rich Pin over a traditional Pin because they will be able to easily identify if the Pin is relevant to them.
Seriously, what Pin would you choose: A traditional pin with an image of a fire pit and caption, “How to DIY a Fire Pit,” or a Rich Pin with an image of a fire pit, headline with the title of the article, author, and description explaining the article is a detailed how-to with a link to purchase a kit?
Make the switch and upgrade your Business’s Pinterest with Rich Pins and start converting your repins into prospects and sales!
How to set up Rich Pins for your Business
If you are not technical, you may need to ask your website developer or site owner to help you prep your website. Rich Pins require adding meta tags that are specific to the type of Rich Pin to your website. If you don’t know what a meta tag is, you need to contact a developer, but if you do know, follow the link to Pinterest’s developer site and get started today.