How Sephora Uses Pinterest Web Analytics to Create Amazing Pinboards (and How You Can Too!)
Social media often gets slammed for its inability to show solid stats on the ROI it provides. Pinterest hopes to quell this concern with its new Pinterest Web Analytics.
Pinterest Web Analytics is an application that shows you, using graphs and other visuals, the results of your Pinterest account’s activity, such as the reach of your pins and the amount of new visitors enticed to visit your website after viewing them. It also allows you to track the activity generated on Pinterest from your website directly. If Pinterest users are pinning content straight from your website, you can see what is being pinned, what were the most shared of these pins and which pins lead to click-throughs back to your website.
You can use Pinterest Web Analytics to formulate goals for your Pinterest efforts: Higher sales and then to track their success in real-time, using the results to tweak your strategy if need be. It is an important tool to be added to any e-marketer’s toolkit, especially strong when paired with Google Web Analytics and other tracking mechanisms.
In this article, you’ll see firsthand how global beauty retailer Sephora is utilizing Pinterest Web Analytics to create awesome boards. Then I’ll show you, step-by-step, how you can use Pinterest Web Analytics to optimize your Pinterest activity to grow your business.
Sephora: Pre- Pinterest Web Analytics
Sephora has been so successful at utilizing Pinterest Web Analytics because long before their advent, Sephora was already putting into place the factors that are now key for generating the data they use to create their awesome pinboards.
They started with a website redesign that added the ‘Pin It’ button to all of their product pages on sephora.com. That made it easier for their customers to pin their products directly from their site.
Secondly, they actively incorporated Pinterest into their marketing strategy. They added links to Pinterest in their e-mails to customers and began creating pinboards along the same theme as their e-mail marketing promotions. They eventually enabled customers to pin to their boards from directly within the e-mails. Their ‘Color Blocking’ board received 14,000 repins from one Fall 2012 e-mail alone!
In the month following the first email campaign, Sephora saw 60% growth in traffic from Pinterest. (Source: [http://business.pinterest.com/case-study-sephora/](http://business.pinterest.com/case-study-sephora/))
Sephora + Pinterest Web Analytics = Awesome Pinboards
With the introduction of Pinterest Web Analytics, Sephora was ready to test the effect of their pinboards and their Pinterest account activity on their sales and site traffic. Even better, they could more easily decipher the effects their website and e-mail marketing efforts had on Pinterest activity. Pinterest Web Analytics shows changes in real-time, so Sephora could instantly see the popularity of new website content, e-mail marketing and their activity within Pinterest like new pins and pinboards.
Sephora utilized the four graphs available in Pinterest Web Analytics to discover which of their pins, repins and boards were resonating most with their followers. As the graphs are broken down into Pins, Repins, Impressions and Clicks, Sephora was able to see what content proved most popular, and especially important: which of their pins were sending leads back to their website and which were being seen but not generating interest.
With the three tabs (Most Recent, Most Repinned and Most Clicked) provided in Pinterest Web Analytics, Sephora was also able to measure the effect that pins from their fully-Pinterest friendly website were having within the Pinterest community. Sephora saw what was posted from their website by other pinners most recently, which product pins were being shared the most through repinning and again, especially important: which of these pins were being clicked on to lead back to the website for more information or to make a purchase.
Using all of this data garnered great results. Sephora found that their most popular Pinterest content includes beauty lists, colour swatches and face charts. They have capitalized on this information by creating boards that cater to their customers interests.
Pinterest Web Analytics allow Sephora to properly track the success of their individual pins and pinboards, their Pinterest account activity as a whole and even the effect that changes to their website and other marketing efforts have on Pinterest users. Sephora focuses on consistently catering to the content their followers love. The reason their pinboards are so awesome is because they represent what their followers want to see and how they want to interact with Sephora as a brand. This has lead to Sephora seeing real success in the form of higher sales and site traffic.
Sephora’s Most Popular Pinboard
Their most followed board to-date is their ‘It lists’ board showcasing their Staff’s ‘top picks’. This board has 113,249 Followers.
Each ‘It List’ curator starts with a pin of their photo, title at Sephora and the details of their hair, eyes and skintone so customers with the same beauty needs can follow their picks. That introductory pin displays all of their ‘top picks’ which are then pinned separately in greater detail.
For example, Diana R. who is listed as a Sephora Beauty Advisor is the latest pinner to the ‘It List’, recently sharing her favourite shade of Lancôme lipstick with a caption explaining what the product is, what it does and why it’s a great choice for followers. Pinners clearly appreciated her recommendation, shown in the pin’s 197 repins.
Another pinner to the account is Erin F., listed as the Social Media Marketing Manager. Her pins, such as one dedicated to ‘Fresh Sugar Body Oil’, detailed her personal experience with the product and why she liked it. This post was another hit for Sephora, receiving 204 repins and 86 likes.
The hashtags #Sephora and #SephoraItLists are consistently added to every pin on the Sephora ‘It Lists’ board.
Sephora’s Pinterest Strategy
Sephora’s Pinterest Stats
Sephora has mastered the art of creative product promotion using Pinterest boards. They elegantly use the perfect mix of product, informative and user-generated content pins. Sephora is very active within the Pinterest community, consistently engaging their currently 170,082 followers with over 4,000 pins on their 48 boards.
One of the best examples of content marketing on Pinterest is Sephora’s Beauty How-to board. This board features infographics detailing product usage and are expertly blended with pins of the products used to create the ‘looks’ shown.
Their ‘PRO Brush HOW TO: Everyday Eye’ pin showed followers step-by-step how to create an ‘everyday eye’ look using three make-up brushes from the Sephora Collection. That pin received 1,074 repins, 255 likes and 3 comments. Consider the reach on that one post alone- seen by all the board’s 113, 808 followers, all of the 1,074 repinner’s followers and the followers of all those who liked and commented on the post.
Another tactic of Sephora’s is utilizing celebrity appeal. Kat Von D, whose branded make-up collection is a huge seller at Sephora, is often featured in tutorials for her product line on the ‘Sephora Videos’ board. There is a well-balanced mix of videos here, featuring celebrity guest-spots, branded product tutorials, promotional videos and some user generated content such as contest entries.
Sephora’s pinboards stay up-to-date and relevant. Sephora takes advantage of every opportunity to promote its products by creating holiday-themed boards. Their latest is a Father’s Day board featuring Father’s Day gift ideas.
Sephora mixes ‘Fatherly Advice’ pins with gift ideas pinned from [www.sephora.com](http://www.sephora.com). Users can see where the item is available, how much it costs and can click the pin to head directly to the product’s page on the company website. For instance, Sephora recently pinned an image of the John Varvatos Vintage Gift Set, with the hashtags #Sephora, #FathersDay, #FathersDayGifts, #ForDad, #cologne and #giftset. A quick click on the Pin reveals the product is in stock and retails for $84.
Sephora Uses Rich Product Pins
Pinterest introduced the Rich Pins feature earlier this year. They come in three categories: Products, Recipes and Movies. Retailers can use Rich Product Pins to show real-time pricing, the product’s availability and where it can be purchased. Sephora uses rich product pins. This makes it easier for their customers to complete a purchase. In fact, using Pinterest and other Web Analytics, Sephora discovered their average Pinterest follower spends 15x more than their average Facebook Fan.
Check out one of Sephora’s Rich Pins below:
How You Can Get Started With Pinterest Web Analytics
Before you can get started with Pinterest Web Analytics, you will need to complete a four-step process to get set-up:
Step 1: Register for a Business Account
. If you don’t already have a business account, it’s easy to sign up or to convert your personal account to a business account.
To create an account, go to [https://pinterest.com/business/create/](https://pinterest.com/business/create/)
To convert an existing personal account, go to [https://pinterest.com/business/convert/](https://pinterest.com/business/convert/)
How to create an account:
I: Choose a business type, add a contact name, e-mail address and password.
II: Choose your profile information such as how your business name will appear on pinterest and a username. Then upload a logo, add a description and add your business’ website url.
You will not be able to access Pinterest Web Analytics without a Business account.
Step 2: Let Your Customers Know That This Account is Official: Get Verified. Getting verified by Pinterest is good for a few reasons. First, seeing the check mark beside a username automatically lets customers know that your account is a business account. They are more likely to click on a username with a check mark when searching for a business.
Also, sometimes your business name overlaps with a popular name, or may already be in use by a business with a similar name or even an avid fan of your company. Not to mention, you will not be able to access Pinterest Web Analytics without first becoming verified.
The best way to show your customers that your account is official, legitimate and trustworthy is to get verified. If you’re not already, go to business.Pinterest.com/verify to do so. It’s an easy process.
I: Go to your Pinterest profile. You must be operating a Pinterest ‘Business’ account to get verified.
In the bio box, you will see a pencil in the lower right corner, on the same line as your website link and social media links. Click it.
If you don’t see it, go to the menu on the upper right-hand side of the page. Select Settings from the menu. Proceed to the next step.
II: On the new page, enter your business’ website in the website field. Click verify website.
Instructions will follow. You can verify with an HTML file or a META tag.
Once the process is complete, a checkmark will appear next to your website in your profile.
Step 3: Make It Easy for your Customers to Pin your Products
Use high-quality product images and add the ‘Pin It’ widget to each product page on your website.
Step 4: Make It Easy for your Customers to Purchase your Products. Apply for Rich Pins, a relatively new development from Pinterest. These come in three categories: Recipes, Movies and Products. For retailers, Rich Product Pins show real-time pricing and the availability of their products on each individual pin. Each pin also links back to the product’s page on the company website, which makes it very easy for customers to find all the information they need to complete a purchase.
To get started with rich pins, you’ll need to go through a quick application process and add meta tags to your site. Read more here [http://business.pinterest.com/rich-pins/](http://business.pinterest.com/rich-pins/)
Okay, now you are ready to tackle Pinterest Web Analytics.
What Can I Do with Pinterest Web Analytics?
Pinterest Web Analytics features four graphs and three tabs. The graphs measure the activity of the business’ Pinterest account. The tabs measure the activity direct from the business’website (which should now be ready for pinners to get going- with the ‘Pin It’ button, rich pins and content that makes users want to share!). When used in conjunction with Google and other Web Analytics, it is easy to see where site traffic is coming from and to track the success of your online marketing efforts.
This is why it is important to optimize your site for Pinterest, so the data gives you a clear view of the effect Pinterest has on your site traffic and sales.
You can use Pinterest Web Analytics to test the success of different tactics and tailor your
pinning strategy to the content that is the most popular and promoting product sales.
A tip: link your product pins back to the actual product page rather than your company’s home page. One less step for your consumers to navigate is always best. This will reduce your bounce rate and adding ease to the buying process increases the chance that customers will complete their purchase and return again.
Track Your Goals and Measure Your Success
Here are some examples of goals you may set for Pinterest activity and how you can check your achievement.
Look at the repins graph to see what content you are pinning that is inspiring your followers to bookmark and share it. Also, this is where the tabs within Pinterest Web Analytics will come in handy- look at the Most Repinned tab to see what content from your website is acquiring active attention from your customer base.
2. Pinterest Referral Traffic
You can see if Pinterest is referring traffic to your site in a couple of ways. First, within Pinterest Web Analytics you can look at the Clicks graph to see how many people clicked on one of your pins to lead back to your website. Second, if you are using Google Web Analytics, you can check your Network Referrals by clicking Traffic, then Sources to see how many visitors to your website originated from Pinterest.
To measure sales you will again need to use Google Web Analytics and other data in conjunction with Pinterest Web Analytics to properly measure the transactions that are produced from yourPinterest activity and website content optimized for pinners.
First you want to look at the impressions and reach graph to get a clear picture of how many people are being introduced to your products from your pinning activity. Correlate spikes in sales with Pinterest activity by using the date ranges to see which pins and website content were the most popular, driving the highest engagement and being clicked on the most in that time period.
Factor in the engagement factor by noting which pins had a strong effect on your followers using the repins/repinners graph. Are those the products that were eventually purchased? Did that content lead to users clicking on other items on your site?
Pinterest Web Analytics can’t tell you that, but using a combination of tactics within Google Web Analytics will give you all the sales data you need. First, you must enable ecommerce tracking within Google Web Analytics if you haven’t already done so. To find out if sales are being converted either fully or partially due to Pinterest, check out the Multi-Channel Funnels reports in Google Web Analytics. Access the Assisted Conversions report and select Source/Medium as the primary dimension with “Pinterest” as a filter.
This is necessary because the standard reports in Google Web Analytics only consider last click attribution, which will leave out any customers who did not come straight to your site from Pinterest but who for instance, saw your brand on Pinteres and clicked on your website but did not complete a purchase at that time. However, they later performed an organic search through Google, visited your website and then completed a transaction.
The Multi-Channel Funnels reports will now show you how many times Pinterest assisted with a conversion and the dollar value of each conversion. To see the click path of the customer between leaving Pinterest and completing a purchase on your site, go to the Top Conversion Paths report,select Source/Medium Path as the primary dimension and filter for “Pinterest”.
Click here for more on How to Track Traffic From Pinterest in Google Analytics
If you want to measure Pinterest referrals in-store, consider adding a “How did you hear about us today?” comment card near your cash registers and see who tells you that Pinterest drove them to visit your store and make a purchase.
How to Access Pinterest Web Analytics
Select ‘Analytics’ from the top right-hand corner of your profile page.
Here you will find the four graphs measuring your business’ Pins, Repins, Impressions and Clicks.The graphs measure the activity of your Pinterest account. Each of the four graphs is broken into two sections. The blue describes the action and the orange tells you how many people completed it. By adjusting for different date ranges, you can compare the daily averages and see the percentage change between dates to track success.
The Most Recent, Most Repinned and Most Clicked tabs show the activity straight from your website. They appear in real-time and you can look back at data for up to the most recent two weeks.
By checking the Most Recent you can see what the latest pins from your website are.The Most Repinned shows you the content most popular from your website. The Most Clicked tells you which pins are driving the most traffic back to your website.
Pinterest is a medium that finally combines social engagement with an optimal way for businesses to advertise their products and promotions. It is vital to your business’ online marketing strategy for raising brand awareness, promoting your products and increasing traffic to your website and growing your overall sales. As with any marketing effort, you will want to quantify the ROI and Pinterest Web Analytics provides the perfect way to track the success of your strategy and help fine-tune it based upon the data provided.