Piqora, the third-party and unofficial marketing and analytics service for Pinterest, has revealed findings about how the visual bookmarking and curation site drives e-commerce, after analyzing 1,000 brands between February 1 to October 31 this year.
It was found that on average during that period a Pin drives two site visits and six pageviews, and generates 78 cents worth of sales, up 25 percent from the fourth quarter of 2012.
The study also found that a Pinterest Pin on average generates more than 10 Repins — that’s 100 times more than tweets, which on average get retweeted 1.4 percent according to a study from RJMetrics last year.
According to Piqora, Pins tend to have long lifespans, with 50 percent of visits happening more than 3.5 months after the first pinning, and 50 percent of orders taking place after 2.5 months of pinning. The marketing service explains:
Pins get discovered long after they’re born and continue driving visits to sites. This is because discovery on Pinterest today is Feed Driven for fresh pins and is Search/Navigation driven for older pins. Other social networks like Facebook and Twitter are primarily feed-driven with little or no browsing behavior. Also Pinterest Board pages can rank on Google long after the original posts.
Interestingly enough, orders placed via Pinterest spike on Mondays — with Piqora saying that this could be because users discover products on the weekend and buy them on Mondays after some research.
As for integration with Rich Pins — a feature that lets businesses add more details to their Pins — Piqora found that there was an 82 percent jump in the Repin-Pin ratio for a sample of 18 brands, which launched Rich Pins for their businesses in May.
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