Q&A
Here's a reader question about Pinterest marketing, from Susan, as answered by Helen Hulskamp, Ecommerce Strategist on our team:
Q: Susan asks, "I'm getting traffic mostly from Pinterest but my conversion rate is very low. How can I increase my conversion rate?"
A: The shops we work with often see a lot of low-converting traffic from Pinterest, especially to blog posts. Visitors from Pinterest are often thinking more about inspiration than shopping and are less likely to convert right away. Instead, focus on guiding these new visitors through the customer journey.
Start by drilling down into your Google Analytics data to determine the top landing pages for traffic from Pinterest. Optimize these pages, keeping in mind that visitors who land here are not seeing your home page’s unique selling proposition, trust signals, and social proof. They might not even know you sell products!
Set a goal of collecting email addresses from Pinterest visitors so you can nurture a relationship and be top of mind when they are eventually ready to make a purchase. If the landing page is a blog post, this is a great place to implement a targeted newsletter signup offer. For example, offer free bonus content related to the topic of the post. Make sure to turn off your regular newsletter popup on the pages that will have a more targeted offer.
This is free traffic, so don’t worry that it is skewing your overall conversion rate. This is why we always emphasize looking at segments rather than overall average metrics (a topic for another post.)
Question: Answered
Our team includes experts in branding, design, development, email & SMS/text marketing, search engine optimization, copywriting, conversion optimization, ecommerce strategy, business growth and more. Email me back with your question! I'll consult one of our experts and share one response per week over email.
