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November 13, 2013 10:39 pm GMT
Original Link: http://feedproxy.google.com/~r/Techcrunch/~3/vgmgg4osdOw/
A Pin On Pinterest Is Worth 25% More In Sales Than Last Year, Can Drive Visits & Orders For Months
According to new data sourced by the social marketers at Piqora (previously Pinfluencer), the value of a pin on Pinterest growing – today, a pin generates 78 cents in sales, on average. That’s up by nearly 25% from Q4 2012, says Piqora. More importantly, perhaps, is the fact that a pin can drive both pageviews and orders several months after its original pinning. Pinterest pins deliver 2 site visits and 6 pageviews, on average, and more than 10 re-pins. That’s more viral than Twitter, the company notes, where posts are only retweeted 1.4% of the time Piqora, which originally arose to track Pinterest usage before Pinterest itself got into the analytics business, has since expanded its reach and rebranded to reflect its broader footprint across other social networks, like Tumblr, Twitter, and Instagram, for example. But it still has a deep understanding of what’s going on across the Pinterest network, thanks to its earlier efforts. Today, hundreds brands turn to Piqora for its insights, including Overstock.com, Steve Madden, Crate&Barrel, ZGallerie, AMC, Sephora, Orbitz, HauteLook, and Shape, to name a few. To reach its new conclusions about the growing value attached to a pin, Piqora’s engineers analyzed 1,000 brands on Pinterest from February of this year through the end of October, including both e-commerce brands and other publishers. It found that, overall, Pinterest was maturing as a social commerce platform, as more brands began to add “Pin It” buttons to websites, and introduce more Pins that led back to product pages. In terms of the pin’s value calculation, the company explains that includes the visits and orders driven by the re-pins across the Pinterest network, too. And if you’re surprised by the number, remember that it includes a wide range of brands – not just e-commerce sites that appeal to Pinterest’s core, and largely female, audience, but also other publishers. Says Piqora CEOSharad Verma, some categories among e-commerce brands could do even better, when they’re more in line with what Pinterest users like. “Martha Stewart was getting 10x more traffic last year from Pinterest than from Facebook,” he says. “So obviously there are cases where a publisher or retailer in a visual space like food, fashion or home decor is very likely to be getting way over two site visits [per pin].” In other words, a pin’s real value depends on what you’re selling – so the numbers will vary fromOriginal Link: http://feedproxy.google.com/~r/Techcrunch/~3/vgmgg4osdOw/
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