There have been several posts in the last few days harping this message, so I just wanted to clear some things up about the intricacies of viral marketing. Indeed, Pinterest traffic isn’t valuable if you don’t know what to do with it. Driving thousands of visitors your site is an art. It takes time, effort, creativity, and passion. But even more challenging than driving the traffic is determining how to present your content once the visitors arrive to your site.
I didn’t get a chance to speak on this at Linklove Boston, however, I just wanted to give everyone some insights that I’ve learned over the years when it comes to making viral traffic convert.
For the case study that I’ll be using for this post the client’s products are related to the food industry. While I have always said to “never let your client interfere with your creativity”, it should always be a main goal to create an infographic or instructographic that will fit in well with the site.
By doing this on Pinterest you will be submitting your content to categories that are completely inline with the overall appeal to your client’s site. The instructographic was a bit off topic dealing with Mason Jars, however, the nearly all of the 15,000+ visitors since last week have been from the Food and Do It Yourself categories on Pinterest. They are users that are interested in food and projects and this content most certainly appealed to their tastes.
Make the content engaging.
I have submitted a number of static graphics, however, for this content piece I decided to use a great service called Thinglink (for real, it’s awesome) to make it interactive. Once the users arrived to the client’s site they were encouraged to click on the content to view the recipes and projects that were being displayed in the Instructographic.
While the data is no where near on the scale of the 100K+ that I’ve been known for creating, it is worth noting that over 1/3 of the visitors are actually engaging in the content. Today, April 4th, we can see that the amount of clicks on the content actually outnumbers the visitors. Earlier this morning I did a huge push on only the food category of Pinterest, driving all the traffic from users that are particularly interested in this area. As you can see it led to a significant increase in interaction with the graphic as well as the site itself. So how does this equate to analytics?
With static graphics I am seeing bounce rates in the 93-94% range with a visitor duration of about 2:20. However, with more engaging and targeted content I was able to decrease the bounce rate by nearly 8% and increase the duration by nearly 32 seconds. This has essentially led to an increase in interaction to the site as a whole, increasing the pages per visitor from about 1.2 pages/visit to a whopping 1.8 pages/visit.
Make your products visible.
I can’t stress this enough and it’s something that a lot of companies never think about before posting to a client site. I have a set layout that I like to follow that not only increases the visibility of the products, but also helps guides the users into clicking through to other areas of the site.
The most important aspect to think about when placing products next to your content is human psychology. When a user arrives at an infographic or instructographic nearly all of the users will move their mouse to the right of the content and begin scrolling down. Since the majority of visitors read left to right, this is a no-brainer. However, there are some other important elements of the human mind that can play into increasing product clicks.
First of all, the longest wavelength in the visible spectrum is red. This makes it the most visible of all colors and is the reason that stoplights, stop signs, and the majority of warning signs have some variation of red. Whether the visitors like it or not, their eyes will subconsciously notice anything in red before any other color. I usually prefer clients have their products or at least one aspect of their site in red prior to promoting any content on social networks.
If you don’t believe me, go back and ask yourself which heading you noticed first in this post. Was it the black or the red text? Exactly.
So how does all of this information make Pinterest traffic valuable? Because if you create the content correctly, present your products on the site properly, and make the pieces encourage clicks on the content, it will pay off. Below is the conversion data from the piece mentioned above:
The viral push went popular on Pinterest on March 26th and the client immediately saw a large spike in conversions. Since the new Pinterest algorithm keeps pins from hitting the popular page now for 4-5 days, it immediately picked back up on April 1st and has continued to grow as older pins continue to make it.
So is Pinterest traffic valuable?
Yes. Only if you know how to use it. With great traffic comes great responsibility.
Some other Pinteresting Notes:
Some people have been asking me about the new algorithm updates and I haven’t had a chance to post about it just yet.
- First of all, check the source of the content that you’re pinning to make sure it hasn’t been pinned before. You can do this by simply checking http://pinterest.com/source/URL . If it’s been submitted before then chances are it will not make the category pages and you will receive very few likes or repins.
- Secondly, increase your timing between pins to 4-6 hours. You’re welcome to repin as many things as you like during this wait, however, it seems the algorithm has become a bit more sophisticated and is now blocking post earlier than 4 hours. This is due to the recent rise in spam and while I don’t completely agree with it, it’s something you need to take into consideration.
In conclusion, Pinterest is changing and will continue to do so until it can handle its overwhelming growth. Be sure to check back on 97th Floor’s blog for any more updates and new information.