The continuous increase in fascination when it comes to sharing images and content with others shows minimal signs of diminishing. The need to share your pictures and information with other people is pretty much essential to all people who use the internet for social media platforms like Facebook, Twitter and Pinterest. People enjoy taking pictures, they always have and this has become an incredibly watered down process with the development of camera phones. Having photography at the touch of a button, especially on a device where it’s stored and can be shared nonchalantly makes it a more accessible and active regarding today’s social media. Ecommerce has recognised that the need for good product images is relevant – especially with the increasing rise in influence of Pinterest in online sales.
Such influence has seen a growth in the past several months, as shown by RichRelevance. They uncovered an interesting trend about the drive behind ecommerce traffic from social media platforms of Facebook, Pinterest and Twitter. Whilst Twitter had an incredibly small percentage of pushing forward such traffic through, Facebook and Pinterest push through much more.
One of the most interesting changes to take place around towards the end of the 2012 holiday season is how Facebook’s incredible 92 percent share of traffic through to retail sites in December plunged to a still respectable 69 percent in the weeks leading up to Easter Sunday. RichRelevance found that the traffic dropped from Facebook seemed to be picked up by Pinterest. Their normal share of 6 percent from the traffic boomed to 25 in this period, which would suggest that their gain is Facebook’s loss. Online sellers should also take note that when Facebook buyers’ orders averaged from $75-$100, Pinterest’s shoppers had an average order ranging from $140 to $180, nearly double of Facebook’s. These numbers only got better for Pinterest in the week before Easter Sunday, an average order of $194 dwarfed Facebook’s average order value of $84.
Pinterest seemingly appear to understand the true value that they as a platform can provide to ecommerce. The steps they’re taking in order to make their service and its underlying data better is a brilliant thing to see. Pinterest opened web analytics to its users in March of this year, making basic visitor data visible to their users.
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