How do I increase sales on Pinterest?
Are you wondering how to drive Pinterest traffic to your ecommerce shop AND get conversions? Here I walk you through how to target the problem and increase those sales!
A common problem I see with many ecommerce shops on Pinterest is they lack conversions. That is, you’re seeing great impressions, and people are visiting your website, but they aren’t signing up or purchasing your products. Luckily, there’s two common reasons for this, and they are both fixable. Let’s dive into what you can do to get more sales on Pinterest.
Note: if you are still trying to figure out how to drive traffic from Pinterest to begin with, that’s a whole other video. Be on the lookout for that here. But today we’re going to talk about the people who are already on Pinterest and already getting engagement with their pins, but it’s just not converting.
Low conversions, could stem from one of two things, either a Pinterest problem a website problem, but either way, it’s fixable.
How to tell if your low conversions are due to Pinterest:
The first common issue stems from Pinterest itself. You’ll know it’s a Pinterest based problem if you have high impressions, but low outbound clicks- and that boils down to your SEO or Pin Design. Here’s some common problems:
- Your pins are not enticing enough (Poor quality, hard to read, or not clear)
- They don’t give enough information
- They are lacking a CTA (Call to action)
- Your SEO isn’t targeted enough, or not done right
For example, I had a client that was targeting car seat covers for babies. In her SEO, I put a space between car and seat. Pinterest indexed that as a vehicle cover that goes over your seat to protect your seat, not in infant carseat, which is one word. That one little mistake targeted a whole different audience and that was why she wasn’t getting any outbound traffic. It was an easy fix once I realized the problem- turn “car seat” to “carseat”. If you need to learn more about how to do strong keyword research, I have an SEO mini course you can grab here.
How to tell if your low conversions are due to your website:
Let’s move over to the website problem. Let’s say that you’ve got lots of traffic coming from Pinterest. You’re getting great impressions. People are moving over to your website, but then nothing’s happening, nothing’s converting. Here’s a few problems it could be:
- A difficult to navigate mobile site (most pinners are on their phones)
- A messaging problem (you’re not building trust fast enough)
- A funnel problem (Where’s your lead capture?)
I once had a client who enabled a new pop up that wasn’t mobile optimized. It automatically covered the entire screen after a new visitor scrolled for 5 seconds. You couldn’t click out of it, couldn’t hit the “submit” button, or even see the entire popup. Your only option was to bounce. This simple mistake costed him a month’s worth of mobile sales and email addresses.
One other possibility:
The other thing that you might not be considering is the mentality of the people who are on Pinterest. Most of the time they are in discovery mode. They are searching for answers to a problem. They’re searching for inspiration, solutions, that kind of thing. That doesn’t mean they are looking to buy right in that moment.
One of my trusted colleagues says clicks on Pinterest can take about 45 days to convert into actual sales. That’s specifically talking about e-commerce and it’s important to make sure that you’ve got the right funnel to move from Pinterest over to your website and keep them in your audience.
So I hope that helps. I hope that helps you maybe pinpoint what you’re missing, the disconnect in the traffic versus the sales. And if you need more resources on how to fix any of those problems, you can find some resources here.
Happy pinning,
Sarah
