Fashion accessories marketplace releases findings of its research comparing Facebook with Pinterest.
One of the first online retailers to add Pinterest integration throughout its website, Boticca.com, has released an infographic format report that shares the findings of its social media marketing case study that compares Pinterest with Facebook.
It was based on 50,000 visits to its website that originated at Pinterest, with the same number of visits that came from Facebook, within a span of 30 days from March to April 2012. The study examined the engagement and purchasing behaviors throughout the website which were generated from both popular social networks.
What it found was that Pinterest came out on top as the leading social outlet for sales.
Boticca.com used “Pin It” buttons placed on each of the product pages of its website in order to drive traffic, and created branded Pinterest boards. Those were frequently uploaded along with the editorial calendar of the website and were complementary to the latest trends. There are now approximately 40,000 followers of the site from among the 62 branded boards at Pinterest.
The research also indicated that Pinterest users are quite willing to shop when they visit a site.
According to the data collected by Boticca.com, the average value of the sales orders that were brought to the website through Pinterest was about $180, which was 10 percent higher than the average purchase on the site, and 90 percent higher than the orders that originated at Facebook.
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The company stated that Pinterest generates more sales than any other social media marketing channel, including Facebook. In the last month, 10 percent of its transactions were influenced by Pinterest, where only 7 percent came from Facebook, when using assisted conversions as a measure.
At the same time, it found that users of Pinterest won’t engage with a company’s site as much as the users of other social networks. In fact, users coming from Pinterest will spend 65 percent less time on the site than users from Facebook, and 70 percent less time than the average consumer visiting the site from any source.
Moreover, the Pinterest social media marketing conversion rate is 50 percent lower than Facebook and 73 percent lower than the overall average.