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Using Pinterest for eCommerce

Have you been considering using photo-based social sites to boost your company’s sales? I am sure you have heard the saying, A picture is worth a thousand words, but have you considered how this could play into your business? The article “The Definitive Guide To Pinterest For E-Commerce” on MarketingLand.com pointed to two studies that showed Pinterest as a useful tool for eCommerce sites. In 2013, a study showed that, on average, each pin generates $0.78 in sales. Another study found that “Pinterest users’ average order value is $123.50, which is about 126% more than Facebook users’ $54.64 average order value.”

If your business has decided it should join companies like Pottery Barn, Nordstrom, Lowes, and McCormick in using Pinterest as part of your eCommerce website, you need to install a “Pin It” button on your product page! Many companies have a social sharing bar under or beside the image of their product with links to different social media such as Facebook, Twitter, and of course Pinterest. That way, if a consumer is interested enough in your product to click to see more details, he or she has the easily accessible option to Pin It to his or her board.

Pottery Barn incorporated a Pin It button underneath the product image on their eCommerce product page.
Pottery Barn incorporated a Pin It button underneath the product image on their eCommerce product page.

Once the image has been pinned onto a board, other Pinterest users will see your product as part of a board along with other related items, which may also be from your website. The image below shows the same Pottery Barn coffee table as it appeared on my Pinterest feed due to my listed interest in furniture. 

My Pinterest Feed, showing my listed interests
My Pinterest Feed

 

When a Pinterest user clicks on the image of the coffee table, it takes him or her to a pop-up screen with more details on the product, such as the website from which it was downloaded, whether or not it is in stock, and the price of the product.

More detailed pop-out screen that appears when Pinterest users click on a desirable image on their Pinterest feeds.
More detailed pop-out screen that appears when Pinterest users click on a desirable image on their Pinterest feeds.

Users can click “Visit site” or “Found on potterybarn.com” to be directed back to the product page for the coffee table. They are then given the immediate opportunity to add the product to their shopping cart after reviewing the in-depth product details listed by Pottery Barn.

While Pinterest is often used for DIY projects and personal blogs, professional, close-up photos of eCommerce products can be found intermixed among the other trendy posts. The eCommerce value of using Pinterest is proven.  Should you use Pinterest to take your eCommerce site to the next level?

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