Pinterest Best Practices

WHITEPAPER
PINTEREST BEST PRACTICES
SUMMARY Brands and Retailers have been observing rapid growth in
Pinterest activty, and are quickly discovering the power of
Pinterest to drive viral brand awareness, website traffic and
sales conversion.
In this whitepaper we will discuss best practices across the
wide landscape of things you need to be considering when it
comes to Pinterest:
• Optimizing your website for Pinning
• Profile strategies and tactics
• Follower growth and engagement
• Monitoring competitors
• Promotions
• Optimizing for inbound “discovery” traffic
Leverage these learnings to enhance the business value you
derive from Pinterest, and position your brand as a
tastemaker and thought leader in your industry.
THE COMPLETE MARKETING SUITE FOR PINTEREST
#1F667C #3E3E36
formerly
MAY 8, 2013

© 2013 Piqora. All rights reserved. 2
TABLE OF CONTENTS
THE CASE FOR PINTEREST ...................
OPTIMIZING YOUR WEBSITE .................
PROFILE BEST PRACTICES ...................
MONITORING THE COMPETITION .........
SWEEPSTAKES & CONTESTS ...............
OPTIMIZING FOR INBOUND TRAFFIC ...
Section
1
2
3
4
5
6
#1F667C #3E3E36

THE
NUMBERS
Pinterest generates more tangible business value than any other “social network”. The
primary reason for this is that it’s not just a social network, Pinterest is much more than that.
Pinterest has driven a shift in the way people discover products and things they care about.
Humans are capable of processing visual information far more rapidly than text, and the
“visual web” allows rapid intake and segmentation of information. Driving the proliferation of
the “visual web”, Pinterest is helping people more rapidly discover products, collect them,
and subsequently purchase them.
PINTEREST’S ROLE
IN SOCIAL MEDIA
STRATEGY
1
Social Media Marketers have long sought the elusive “ROI” the C-suite is always
demanding. That search is over with the emergence of Pinterest, and a very clear role for
Pinterest has crystalized among the major social networks. Pinterest fits squarely in the role
of the Social ROI centerpiece of a brands social media strategy!
THE CASE FOR PINTEREST
CELEBRITYBLOGGER
CHEF
FASHION GURU
NEIGHBOR
• 70 Million Users (estimated)*
• #4 traffic Driver to
E-Commerce websites**
• Average Order Value of $169, compared
to $95 for Facebook and $71 for Twitter***
• Pinners spend 1 hour 17 min.** a month on Pinterest
• From Sept. ‘12 to Jan. ‘13 key metrics grew dramatically:
• Visits Per Pin* + 300%
• Visits & Page Views Per Day* + 200%
ENGAGEMENT &
RELATIONSHIP
BUILDING
CUSTOMER
SUPPORT & NEWS
WEBSITE TRAFFIC
AND SALES
(ROI)
* Piqora Data
** Comscore
*** RichRelevance

A very large majority (80+%) of pins on Pinterest originate from a website, which in turn drives
return website traffic. If you want more people pinning from your site follow these tips to help
optimize your website for Pinning.
Featuring Pin-it buttons prominently throughout your site will help prompt visitors to Pin,
driving viral reach and powerful social recommendations. Because Pinterest is implicitly tied
to all things “visual”, the best placement for Pin-it buttons is right on the image itself. Don’t
forget to also place a Pinterest icon among your social icons with a “follow” CTA to drive
these already highly engaged website visitors to your Pinterest profile. Here they’ll hopefully
like what they see and become a follower.
PIN-IT AND
FOLLOW BUTTONS
2 OPTIMIZING YOUR WEBSITE FOR PINNING
PINTEREST’S ROLE
IN OVERALL
BUSINESS
STRATEGY
Pinterest can contribute to your business objectives in a wide variety of ways:
• Website traffic: The more pins on pinterest from your site, the more traffic you’ll get.
• Sales: Traffic from Pinterest is discovery traffic with high purchase intent. Provide a
good experience on your site, and handle traffic for out of stock items well, and you will
convert more traffic to sales.
• Merchandising: Understanding which content is popular and trending on Pinterest
can help you make wise inventory and merchandising decisions.
• Branding and positioning: Becoming a “taste maker” on Pinterest can help you
position your brand in the marketplace and drive viral reach for your visual content.

DESCRIPTIONS
When people pin from your site, make it easier for them to complete
the action by having a good description pre-populated. Keep it simple
and tight, but containing as much pertinent information as possible.
• Brand name and product model info
• Color and material information
• Price (recommend labeling MSRP)
• SKU#
People will only pin things they like, that they feel will look good in their boards. Product
“hero” shots will get pinned, but often photos that feature the product in a contextual or
lifestyle settings are also very popular.
Brands that have had the most success on Pinterest have begun to take the approach of
re-merchandising their site with imagery that will be more attractive to pinners.
The important thing is to make sure as much of your content as possible is both pinable and
pinworthy.
CREATE A VISUAL
WEB EXPERIENCE
Most websites have been built for the text web: for robots to crawl, index and deliver links to
people in search results. These pages don’t work as well for humans. Making your
website more visually appealing, and “discoverable” will yield longer time on site, larger cart
size and and higher AOV.
Additionally, for incoming traffic from Pinterest, you can leverage Piqora’s Gallery products to
provide a discovery experience featuring highly correlated and trending items/images that will
create serendipity and help reduce bounce rates while increasing conversion.
CURATION
Piqora-Powered Gallery

PINNING
METRICS
KEY METRICS FOR WEBSITE ACTIVITY
Metric What it Means Actions to Take
Pins from
website
The more pins the merrier.
Clicks from Pinterest are directly
correlated with volume of Pins.
• Test Pin-it button
implementations
• Test varying content strategies
• Create an “inspiration” section
on the site, optimize for pinning
Avg.
Pins/day
This help you understand pinning
volume from your site, and if content
and prominence of PinIt buttons is
working to drive pins?
• Test various Pin-it button
implementations
# of unique
pinners
A measure of the relevance of your
content to Pinners that visit your site
• Ensure Pinterest CTA’s are
implemented across all product
categories
• Test content/photo strategies
Avg # Pins/
Pinner
A measure of the stickiness and
discoverability of content on your site
• Surface more relevant products/
images on each page
# of
Repins
A measure of the virality of your content • Test content/photo strategies
• Drive/attract influential pinners
to your site
Repin : Pin
ratio
Helps understand the quality of your
images/Pins to drive virality.
Also a gauge of the influence of Pinners
pinning from your site
• Drive/attract influential Pinners
to your site
Visits from
Pinterest
The volume of traffic coming to your
site from Pinterest
Visits per
Pin & Page
Views per
pin
The number of Page visits and Page
Views that will be generated from each
Pin on Pinterest. The more Pins the
merrier!
• Engage Influencers to Pin your
content
• Run a promotion to boost Pin
volume
• Include more detail in default
Pin descriptions
Page
Views
Total volume of page views resulting
from visits. An indicator of time on site,
content stickiness, and the
discoverability of your site.
• Surface more relevant products/
images on each page
Purchases # of sales conversions from site traffic
(Attribution will vary)
• Test & optimize Buy CTA’s
Revenue Total revenue driven
(Attribution will vary)
• Test & optimize Buy CTA’s
• Test increasing cart value by
Surfacing more relevant and
complimentary products/
images on each page
PINNER
INFLUENCE
METRICS
PERFORMANCE
METRICS

The decision to launch and manage a Pinterest profile is a decision to proactively drive your
content into the network above and beyond the pins that are already occurring from your
website. Many brands see far more pinning activity from their website than they could
possibly pin to their own profile. So, if you’re managing a profile for your brand, you should
view this as an opportunity to become a thought leader and tastemaker in your respective
space. Your goal should be to bring value to the community, versus simply pushing your
content/products into Pinterest. By taking this approach you will earn and retain a follower
base that will repin your content and drive further viral reach, and return website traffic.
BOARD STRATEGIES & BEST PRACTICES
Your board strategy should be driven by your brand strategy, a reflection of the message you
want to put into the marketplace. Your boards are an extension of your brand, and visually
communicate the way you want people to perceive your brand.
If you want to be a design thought leader, curate your products alongside other content that
reflects that design sensibility. If you want to be a helpful source of value, pin your products in
the context of How-to’s and DIY.
Follow these key Best Practices to ensure you fulfill your board strategies
• Create a Unique Board Strategy
Try to avoid simply replicating your website navigation structure. Organize and curate your
boards in a way that delivers a different experience from your website, providing good
reason to explore them. Kitchy, interesting, and edgy board names and descriptions help
inspire people to explore your boards.
• Mix up your board content
Your boards should not simply be collages of product imagery. Focus on mixing up your
content with complimentary lifestyle and related imagery that helps
convey an aspirational brand identity
for people to relate to and associate
with. Some leading brands on
Pinterest have a policy to use a
maximum of 60% their own pins, and
the remaining 40% of content must be
from other influential pinners and
tastemakers, or complimentary
products.
BOARD
STRATEGIES
& BEST PRACTICES
DETAILS OF TECHNOLOGY3 PROFILE BEST PRACTICES

• Collaborative Boards with Influential Pinners
A very powerful way to tap into an Influencers follower base is by partnering on a
collaborative board. This will help associate your brand more closely with a tastemaker in
the space, while dramatically increasing reach and awareness.
KEY METRICS FOR BOARDS
Engagement
Index
(Piqora)
This is an index of engagement
comparing your boards to each
other. This helps you understand
which of your boards are top
performers using a weighted mix of
followers, repins, clicks, likes, and
comments.
• Harness the momentum of a
popular board by pinning more
• Study to derive insights into
what elements are driving
popularity, and add similar
elements to under-performing
boards to improve those boards.
Most Followed This will help you identify individual
boards that have gained more
followers than others.
• Pin content that helps drive
awareness of your other boards,
and your overall profile.
• Leverage the extensive follower
base to drive your brand and
thought leadership.
Most Repinned Which boards contain the most viral
content
• Identify the top pins within those
boards, and use those pins to
help other boards grow
PINNING STRATEGIES & BEST PRACTICES
Like any channel, content is King! Your Pins are your content here, and they will be what
really moves the needle in driving virality, awareness, follower growth, and click traffic to your
website. Pinterest is a beautiful place, content must be of high quality to belong here. As a
member of the Pinterest community, you want to make sure you don’t pin too frequently, or
not enough.
Follow some of these simple tips to ensure your Pinning efforts aren’t wasted:
• Time of Day
Pin when followers are most engaged! Using analytics from Piqora, you can know the
days/times your followers are most engaged on Pinterest and structure your pinning
schedule around those times.
BOARD METRICS
DETAILS OF TECHNOLOGY3 PROFILE BEST PRACTICES (CONT.)
PINNING
STRATEGIES
& BEST PRACTICES

• Frequency - How often should you Pin?
There’s no hard and fast rule here. The answer to this is: “as often as you have good,
unique, and interesting content”. Be mindful of how much content you’ll be pushing into
users feeds, and not to overdo it. Space your content out gradually. The general rule
of thumb that we recommend is 10-20 a day, but not all at once,
spread them out a bit. Use competitor metrics to monitor your
“share of voice” in that category.
• Pin Creative
A couple important tips:
- Pinterest is vertically oriented, use portrait and tall imagery,
not landscape.
- Lightly watermark or brand your original content to help drive
awareness, but don’t be gaudy .
- If you have text in your graphic, make sure it will be legible in
thumbnail format in a feed, otherwise it just looks like a mess.
- Standalone product imagery does well, but contextual
environments and lifestyle are also very popular.
- Keep it classy and high quality.
• Link your pins
Make sure to link your pins to the right place… usually your website. You want to remain
mindful of where those pins will land visitors months from now, Many Pins live a long life.
Will the product be in stock, what will they experience on your site?
See our section on optimizing for inbound traffic from Pinterest.
• Connect your Facebook and Twitter accounts to your Pinterest
Be cautious to make sure you want to use this. If you believe many of your Pins will be
relevant to your Facebook and Twitter audiences, you can connect your profiles to send
Pins out automatically to those channels. This can cause overmessaging in those
channels, so be aware of this and plan accordingly.
• Re-Pin other Pinners content
There is a social element to Pinterest, it is a community. Pinning and Repinning other
Pinners content is a great way to build mutually beneficial relationships, and promote
each others content. For brands and retailers, you should focus on supporting influencers
in the categories relevant to your space. When the time comes to launch promotions or
new products, those relationships can pay off in spades via their extensive reach, often in
the millions. Make sure to credit sources when repinning content.

KEY METRICS FOR PINNING
Pins from
Website
These are the Pins that website
visitors have demonstrated they
think are high value
• Pin top pins to your boards, they
will do well
• Make this content more
prominent
• Add Pin CTA’s besides this
content
Repin of Pins
from Website
This is a measure the virality of those
Pins, and the influence of your
website pinners
• Pin top Pins to your boards, they
will do well
Repins from
Boards
This tells you which of the pins
you’ve pinned to your boards have
driven the most viral reach
• Make those popular/viral Pins
more prominent on your website
Top Pins by
Site Visits
(Piqora)
Using Piqora web analytics
integrations
- Google Analytics
- Core Metics
- Site Catalyst (Omniture)
you can identify which Pins drive the
most click traffic to your website, as
well as subsequent page views.
• Pin to your boards (repeat)
• Raise prominence on Website
• Derive insights form image com-
position. Lifestyle? Product only?
Text on image? Watermark?
What kinds of images drive
clicks?
Top Pins by
Revenue
(Piqora)
Using Piqora web analytics
integrations (Google Analytics,
Core Metics, Site Catalyst), you can
identify which pins drive the most
revenue when they visit the site.
• Pin to your boards (repeat)
• Raise prominence on Website
• Derive insights from image
composition. Lifestyle?
Product only? Text on image?
Watermark? What kinds of
images drive revenue?
Do they click the $1000 dress,
and buy the $200 shoes?
PIN METRICS

AUDIENCE / FOLLOWER STRATEGIES & BEST PRACTICES
To leverage the benefits of your efforts to become a tastemaker in the space, you’ll need to
grow a quality follower base. A strong follower base made up of the right audience can be a
very powerful tool in extending the viral reach of your Pins, and driving massive website traffic
gains. Demonstrating ongoing value to followers is key to retaining those followers, and
earning their engagement and endorsement via Repins.
A Pinterest follower is more difficult to acquire than a Facebook fan.
Avoid the temptation to think of followers as similar to Facebook fans. Following any ID on
Pinterest is a more serious indicator of interest and loyalty than a “like”. This is indicated by
research that has shown Pinners follow fewer entities on Pinterest than they would ‘like’ on
Facebook. Research** shows that Pinners follow on average 20-50 entities on Pinterest,
versus 130 on Facebook. The good news for brands is that as a proportion of overall
following, Pinners follow 50% brands and retailers, versus less than 5% on Facebook.
We believe the reason Pinners follow a select
group is because their feed can quickly become
unmanageable. Unlike Facebooks EdgeRank
algorithm, Pinterest is a feed of all recent activity,
so as a user, following 50+ brands can get out of
control quickly and feel very overwhelming.
There are several great ways to grow a quality follower base:
• Become a tastemaker
If you are the clear thought leader in your category, creating and repinning the best
content around a topic, you will organically grow a loyal follower base.
• Leverage other channels to grow awareness of your Pinterest Presence
- Post on Facebook
- Tweet on Twitter
- Placement in email
- Icons and banners on Website
- In store
- In packaging
- In shipping materials
PINTEREST
FOLLOWERS VS.
FACEBOOK FANS
GROWING
FOLLOWERS
** Comscore

• Build and Leverage Influencer Relationships
Pinterest Influencers can have very broad reach and even just a few repins from your
profile can do wonders to grow awareness for your brand. Many of these influencers are
already popular bloggers, so there’s a chance your PR team may already have a
relationship in place. Leverage Piqora’s Pinner analytics to identify the most engaged and
influential Pinners in each category.
• Promotions - Sweepstakes & Contests
Running Promotions can create a boost in Pin activity that drives reach and awareness.
The spikes in activity will increase organic follower growth. As part of a promotion you
can require the participant to follow for eligibility, but we don’t usually recommend it, for
several reasons:
- Quality of follower could be low, as they might only follow to participate.
- It is a high barrier to entry, and will cause significant drop off in entry and
eligibility rates. You can expect < 30% of participants to complete this step.
- Without it, you will see higher participation and more Pinning, which will drive further
reach and impressions, and the followers you do gain will follow because they want
to. In other words, it will be quality followership.
See the Promotions section of this whitepaper, and our Promotions Best Practices
whitepaper for more Promotions details.
Though different in its own right, Pinterest has strong social network elements, providing you
an opportunity to engage in meaningful ways with your follower base, advocates, and
influencers. The really nice thing about Pinterest is that it is resoundingly positive, so you will
be doing very little “fire extinguishing” here, versus other social channels.
Leverage these best practices to engage your audience on Pinterest in a meaningful and
impactful way.
• Repin Content from others
Perhaps best reserved for identified influencers, repinning a Pin is the highest form of
compliment you can pay within Pinterest. Repinning sends the message that you
recognize their taste, believe it aligns well with your brand, and you want to incorporate
that content into your boards. If the content is original, be sure to recognize the source of
it in your description and an @ mention.
GROWING
FOLLOWERS
(CONT.)
ENGAGEMENT

• Liking & Commenting
Not as strong a signal as repinning, liking and commenting is a way to throw love and
appreciation towards others. Specifically, if a Pinner has Pinned or repinned your content,
these things can go a long way:
- A simple “thank you” on a repin has profound effects on fostering loyalty
- Commenting with additional details shows your attentiveness
- It is important to be authentic when doing this. Make sure your comments are real,
and specific to the case. Copying a default and just pasting it on 100 pins is
inauthentic, and humans don’t like that. In addition, Pinterest may block you from
posting if you exhibit this behavior.
- Use caution when using links, this can also result in being blocked by Pinterest.
• Influencers & Advocates
Much like a blogger outreach program, identifying the Pinners that carry the most
influence in their respective categories and building relationships with them is a fantastic
way to gain extended reach through a trusted and influential channel. Influencers often
have 100’s of thousands, sometimes Millions of followers on Pinterest, meaning that Pins
from the leading Pinterest influencers can theoretically reach a majority of the Pinterest
userbase. There are three main types of Influencers you can identifty using Piqora, see
below for descriptions of each:
ENGAGED WEBSITE PINNERS
Who & What:
These are brand advocates Pinning from your website the most. They love your product(s),
and there are many many of these Pinners.
Actions:
• Follow them to demonstrate your appreciation. They will notice that you followed them,
these Pinners often have modest follower counts. It might yield a follow back.
• Also leverage Twitter (if connected) to begin a dialogue with them.
ENGAGEMENT
(CONT.)
ADVOCATES &
INFLUENCERS

INFLUENTIAL WEBSITE PINNERS
Who & What:
These are influential Pinners (10’s of thousands to millions of followers) that have Pinned from
your website. They have exhibited endorsement of your product(s), and they reach a lot of
people with their social recommendations.
Actions:
• Follow them to demonstrate your appreciation, though they may not notice because they
get so many followers.
• If they have Twitter connected, send a tweet to begin the dialogue.
• If these influencers generate content around your industry/category, invite them to have
sneak peeks and previews of upcoming products or campaigns to get them excited.
• Invite them to be a guest Pinner and collaborate on a board with them.
INFLUENTIAL PINNERS ON ALL OF PINTEREST (BY CATEGORY)
Who & What:
Similar to the previous two these are Pinners with the overall largest follower bases on
Pinterest. This can also be sorted by category to find the Pinners with the most influence
in your category (ie: weddings, food, fashion, etc.). if you don’t find them in your influential
website Pinners list, then they may have never pinned your content. But with their reach and
influence, there’s nothing you want more than for them to do so!
Actions:
• Follow them to demonstrate your appreciation,
though they most likely will not notice because
they get so many followers.
• If they have twitter connected, send a tweet to
begin the dialogue.
• You may need to use off social-network approaches to engage with them. Some of these
influencers may also have agents, or be part of influencer networks that handle all of the
interest in their influence, like agents. See note above.
• Your relationship with them will likely be more formal, and may take some time to
establish. Always check with your PR team to see if they have any pre-existing
relationships with these individuals, as they are often also influential bloggers.
ADVOCATES &
INFLUENCERS
(CONT.)
Note:
Think very carefully before paying, compensating,
or monetarily rewarding advocates & influencers in
exchange for their endorsements. Consider the po-
tential implications of such activities, and your brands
appetite for this approach.
The Golden Rule = Be Authentic!

FAQ: How many Pins should we put on a board?
There is no hard and fast rule to how many pins you should have on a board. We recommend
a minimum of 5-10 to ensure the board does not look empty. Pinners enjoy the infinite
scrolling experience in Pinterest, so having a deep board can be a good thing. However,
having more than 200 Pins on a board starts to be a bit much, and gives impression that not
a lot of “curation” went into the board, and it was just a “Pin dump” (the act of Pinning way
too many Pins in one shot, clogging up followers feeds).
FAQ: How should we use secret boards?
Secret boards are a great tool when you’re planning a board and want to see how it will look
in advance, or when you want a board to go live with a high volume of pins. To avoid “Pin
dumping”, you can curate a secret board that you push live once it’s almost completed.
FAQ: Is it OK to Pin the same Pin twice?
You may find a Pin in your analytics that is extremely popular and you want to Repin it to get
even more traction out of it, and bring it back up top on the board. We recommend doing so
sparingly, and with enough time between that you don’t appear too repetitive. A good
timeframe might be to post 10+ days apart at least. We recommend Pinning it at a very
different day/time to reduce the odds of repeating exposure to the same followers. Your goal
is to reach a new audience. We also advise going back and removing the earlier Pin from your
board if it is too close together (within 3-4 rows) so there is not repetition.
NOTE: when you remove a Pin from your board, you will lose the repin
counts/metrics, and likes/comments for that Pin, but it does not delete the Pin from
the boards of those that repinned it, those will be unaffected.
FAQ: How did some brands get Millions of followers, when it’s hard to even get 1,000?!?!
The simple answer to that is, they were given them! When users first sign up for Pinterest,
they are immediately given a range of brands to follow in a variety of categories. Pinterest
selects what they’ve determined to be high quality content to serve to these new users.
So, as Pinterest’s user base grows, so does the follower base of those brands worthy enough
to be selected by Pinterest for that select pool. While those brands have effectively “earned”
those followers, it is not an even playing ground and therefore you’re doing yourself a
disservice if you try to compare your brand to them.
PROFILE FAQ’S
Tip: When you make a secret board public, the pins do not go into followers feeds.
Save your best Pins until after the board goes live, so that you can Pin to that board,
drawing the attention of followers to that board.

FAQ- I’ve been doing all this stuff, why am I having a really hard time growing followers?
It isn’t easy to grow a follower base, as we’ve described above. And some brands just can’t
expect to ever grow a sizable following, your brand just may not be conducive to it. The
brands that seem to have the most success are a combination of extremely high quality
content, and have a very targeted product/need they fill. Focus on maximizing your
influencer relationships, and on-site Pinning.
Monitoring competitor activity and keeping track of notable Pinners can help keep tabs on
what’s working and what isn’t. Understanding which brands are knocking it out of the park,
and which are making errors that hurt their brand can inform the decisions you make around
your brand.
Use these tips to keep a leg up on competition:
• Competitors activity:
Track when your competition is Pinning, and how frequently. Are they overdoing it, or
asleep behind the wheel? Key metrics for understanding competitor activity:
- Repin rate: Are their Pins being repined at a high rate, in relation to their audience
- Follower growth: Are their efforts yielding new followers
- Site Pin rate: Is their site more “pinworthy”, driving more Pins from their site
• Competitors followers:
Identify the Pinners that are most engaged and following your competitors, then draw
them into your brand/profile. Look for the most highly engaged and influential Pinners as
your primary targets to attract to your brand.
• Competitive content strategies:
Evaluate competitors content, to understand what is/isn’t working. Especially if you’re
new to the medium, before you create a content strategy, get a feel for what your
competitors are doing and make an educated move into the space. Evaluate competitor
content strategies for Pins, and boards within the Piqora platform.
PROFILE FAQ’S
DETAILS OF TECHNOLOGY4 MONITORING THE COMPETITION

Pinterest promotions like sweepstakes, contests, and giveaways are a great way to drive
incremental Pinning activity, grow followers, and generate boosted return website traffic.
There are three keys to driving successful promotions on Pinterest. These are strategies that
can and should be applied to promotions in any channel, but you can and should apply these
to promotions in Pinterest.
ESTABLISH OBJECTIVES
Before any promotion, you should know your prioritized objectives. Everything you do should
drive towards these desired objectives, and you should not be trying to accomplish
everything in one promotion. Ideal objectives should achieve real business goals, such as:
• Driving Site Traffic
• Driving Sales
• Boosting awareness
• User Engagement
• Growing Followers
CREATE A GREAT USER EXPERIENCE
Participants can be temperamental, so it’s important to have an easy, fun, smooth user flow
to ensure the highest participation rates.
Piqora’s promotions platform
simplifies any desired user
experience. The most
successful we’ve seen on
our platform include:
• Pin from website
• Repin from our boards
• Create a board
3 KEYS TO
SUCCESSFUL
PROMOTIONS
DETAILS OF TECHNOLOGY5 PROMOTIONS: CONTESTS & SWEEPSTAKES
Note:
Pinterest specifies promotion
guidelines on their site. See our
“Promotions Best Practices”
Whitepaper for more details.
Piqora only supports
promotions that adhere to
those guidelines.

DRIVE TRAFFIC TO THE PROMOTION
Unfortunately, in the world of promotions, the expression “If you build it they will come” does
not apply. You’ll need to drive people to your promotion using all channels possible.
When driving traffic to your promotion, leverage the following:
• Owned Media
- Social
- Email
- Website
- Print
• Advocates & Influencers
• Press
• Paid Media
- Social Ads (Facebook & Twitter)
- Display Ads
- Print Ads
- Broadcast
For more detailed Promotions Strategy resources, reference the Piqora
“Promotions Best Practices” Whitepaper.
DISCOVERY IS THE NEW TOP OF THE FUNNEL
The “visual web” presents us with a new paradigm in which people are discovering content
more rapidly than ever before. Using limitless feeds of visual hyperlinks, people are finding
and collecting the things they aspire to purchase far more rapidly, effectively shortening the
purchase consideration cycle and driving more e-commerce to brands that have had traction
in Pinterest. Traffic coming to your website from sites like Pinterest are often in “discovery
mode”, and come to you with high purchase intent.
3 KEYS TO
SUCCESSFUL
PROMOTIONS
(CONT.)
DETAILS OF TECHNOLOGY5 PROMOTIONS: CONTESTS & SWEEPSTAKES
DETAILS OF TECHNOLOGY6 OPTIMIZING FOR INBOUND TRAFFIC

Your website was built with SEO in mind. This means you’ve optimized for robots to crawl
and index your pages, not for humans to consume the content quickly, and move closer to a
sale. There is a need to optimize your website experience for site visitors that come from
“discovery” mediums: Pinterest, tablet & mobile traffic, category keyword searches, etc.
To optimize for Discovery traffic, follow these two key concepts:
ACKNOWLEDGE WHAT BROUGHT THIS VISITOR TO THE SITE
They have just exhibited a higher level of interest which may lead them closer to
conversion. Make sure they see the item/image they demonstrated interest in.
There are several potentially poor experiences that can occur:
• Product out of stock
Many brands/retailers do not have a good way of dealing with traffic that comes to a
product page that is out of stock. If a user is simply redirected to home page, or shown
an out of stock product page, it’s likely that user will bounce.
• Page disabled
Some sites simply disable the page of the product that is out of stock, which leads to a
very negative user experience of landing on a 404 error page.
• Taken too far into the site
Some people want to continue their discovery experience, so being taken straight to a
“buy now” page can be counter-productive. These users need to see more of products
related to this before making a purchase decision.
DISCOVERY IS
THE NEW TOP
OF THE FUNNEL
DETAILS OF TECHNOLOGY6 OPTIMIZING FOR INBOUND TRAFFIC (CONT.)

SURFACE RELATED TRENDING ITEMS TO DEEPEN DISCOVERY
Piqora Gallery offers on-site optimization tools that combine social signals with your
inventory and pricing data to create serendipitous infinite discovery experiences for site
visitors that help:
• Increase sales conversion
The more of your products they discover,
the more likely they are to convert.
• Extend time on site & page views
More time and activity on your site means more
opportunities for Pinning and conversion at a
higher Average Order Value (AOV).
• Deepen product discovery
Additional product discovery and product
impressions can increase awareness of your
product offering, future recall, and generate
higher brand affinity.
KEY METRICS FOR ON-SITE PERFORMANCE
Page Views Visitors spend more time on your
site, viewing more pages,
products, and getting closer to
sales conversion.
To increase page views and extend
time on site, you must deliver more
meaningful content to keep users
engaged
Sales
Conversion
Dollars in the door. If discovery traffic is converting less
frequently, test buy CTA’s and extend
time on site.
Average Order
Value (AOV)
Total amount of tracked revenue
across total # of purchases.
Compare this to the AOV of other
sources of traffic to understand the
potential revenue driving power of
Pinterest
DETAILS OF TECHNOLOGY6 OPTIMIZING FOR INBOUND TRAFFIC (CONT.)
For information on the Piqora Suite of Pinterest Marketing Tools
Contact: sales@piqora.com or 866-857-8433

Pinterest Best Practices

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