Pinterest Drives More Revenue per Click than Twitter or Facebook — Now What?
ADOTAS – If you’re an ecommerce marketer and you’re not already on the Pinterest bandwagon, you need to hop on it as soon as you can. Pinterest is the first social network that’s delivering not only lots of traffic, but also real revenue and lots of new customers. At my company, Convertro, we’re in a unique position to understand this phenomenon, because we and our clients are intensely focused on figuring out which marketing sources truly drive revenue and profit, made possible by paying attention to marketing sources beyond the “last click.”
For the three people out there that still don’t know what Pinterest is, it’s an online service that allows you to create “pinboards”, which users can use to, as the site’s “About” section puts it, “plan their weddings, decorate their homes, organize their favorite recipes” and “share [their] interests.” In a nutshell, Pinterest allows you to “Pin” links, images, and web pages you think are cool and share them with people. eCommerce sites in particular benefit from Pinterest’s model: If you can get people to pin your stuff and people click on it, then you make money.
So why should ecommerce sites take note of Pinterest?
Revenue. First, according to our research, Pinterest is the fastest growing social media traffic source for ecommerce websites in terms of revenue. In the second quarter of 2011, Pinterest represented 1.2 percent of social media revenue for ecommerce sites. It now represents 17.4 percent and is quickly gaining on Facebook. According to our projections, Pinterest will be responsible for 40 percent of social media ecommerce transactions by the end of the second quarter of 2012, reducing Facebook’s share to slightly under 60 percent, from 86 percent a year ago.
New Customers. Pinterest tends to introduce new customers to client websites, making it a “top of funnel” marketing source. If you measure the big three social media sites on a “first-touch” revenue per click basis, Pinterest is the clear winner. Being first is good because it indicates that Pinterest tends to introduce customers to retailers, instead of simply reinforcing users’ previous interest in the site or providing a navigational method of getting to the site. On a “first touch” attribution basis, Pinterest generates over four times as much revenue per click as Twitter and 27 percent more revenue per click than Facebook.
If we examine all marketing touchpoints users interact with prior to converting and weigh each click evenly (giving credit to every marketing channel regardless of its position in the purchase funnel), we see that Pinterest is still the most productive social media source for ecommerce sites:
So what should ecommerce sites be doing to accelerate Pinterest revenues? Simply add the “Pinit” button to each catalog SKU on your website. Where do you get the “Pinit” button? Right here.
Leave a Comment
- SXSW News: Kenshoo Integrates with Oracle for Social Marketing March 7th 2014 AUSTIN, March 7, 2014 (ADOTAS) –- Kenshoo, the global leader in [...] more »
- Study: Consumers Want a More Personalized Mobile Home Screen March 7th 2014 ADOTAS – New research from mobile analytics company Flurry shows noteworthy [...] more »
- Twelvefold Introduces Spectrum for Video: Real-Time, URL-Level Video Ad Placements Across All Screens March 6th 2014 SAN FRANCISCO, March 6, 2013 (ADOTAS) – Twelvefold, a big [...] more »
- DataXu Adds Video to Private Exchange Capabilities March 6th 2014 BOSTON, March 6, 2014 (ADOTAS) – DataXu, a leading provider [...] more »
- YuMe, Magid and Razorfish Reveal CTV Creative Best Practices in Latest Study March 6th 2014 REDWOOD CITY, Calif., March 6, 2014 (ADOTAS) – YuMe, Inc. [...] more »
- RR Donnelley Announces $350 Million Debt Offering March 6th 2014 CHICAGO, March 6, 2014 (ADOTAS) – RR Donnelley & Sons [...] more »
- Getty Images to Showcase Free, Legal Embed Capability at SXSWi March 6th 2014 NEW YORK and AUSTIN, March 5, 2014 (ADOTAS) – Global digital [...] more »
- You Have My Data, Now Stop Retargeting Me! March 7th 2014
- The Top 5 New Video Ads: Snickers, Pepsi, HUVr, Hugo Boss March 7th 2014
- Spotlight on Search: Yahoo! Gemini vs. Google Enhanced Campaigns March 6th 2014
- 6 Trends That Reinforce the Need for Unified Data Collection March 6th 2014
- 4 Important Lessons B2B Marketers Learned in 2013 March 5th 2014
- Marketing Operations Manager - Healthcare
- Director Digital Engagements
- Website Designer
- Online Account Manager
- Online Media Buyer
- SXSW News: Kenshoo Integrates with Oracle for Social Marketing - Responsivemts | Responsivemts: [...] Report Rattles Currency's WorldBrands' Organic Facebook Reach Has Plummeted Since OctoberSXSW News: Kenshoo Integrates
- #DailyDigital It’s Friday. Facebook Is Doing Something to the Newsfeed. Again. | Trey Peden - Digital. Marketing. Management.: [...] Five Things the FTC Will Get Tough on in 2014 I wanted to read
- Jeff Yablon: of course ... there's always the question of revenue split ... interesting new service just
- Articles Written by Bob Bentz | Bob Bentz: [...] 7/14/08 — Adotas [...]