Pinterest年末将超过Facebook成为电子商务网站的头号社交流量来源

未来的电子商务模式很有可能由Pinterest引领。

根据Monetate的一份帮助客户实现营销策略最大化的报告,到今年年末预期Pinterest将会成为社交流量流向电子商务网站最大的驱动者,这一成绩甚至胜过了更为成熟的社交网络如Facebook或Twitter。

报告发现,在推动社交网络流量流向在线网站并促成购买方面,Pinterest的表现简直就像是超级明星。

上个月Pinterest刚刚获得由日本最大的电子商务网站乐天领投的1.2亿美元,令其估值达到15亿美元

最近几个月许多在线零售商(包括电子商务巨头Amazon以及Gemvara、OpenSky、JackThreads等电子商务初创企业在内)开始把Pinterest集成到自己的每一个产品页上,以便消费者随手即可将产品“钉”上去。

零售商这么做是有理由的。2011年一季度的时候,Facebook还占据了社交网络流向零售商流量的80%,而那时候Pinterest的份额才有1%。一年之后,Facebook份额降至60%,而Pinterest则上升到26%。与此同时,总体的社交推荐流量增长率为77%。报告预计,到今年第四季度,随着电子商务的爆发,只要Pinterest保持目前的增长速度,有可能很快就能赶上Facebook了。

Pinterest的火箭速度:

  • 二季度Pinterest的推荐流量与去年同比增长了2535%,而Facebook的年增长率仅为2.7%。
  • 二季度Pinterest的转化率为0.43%,一季度为0.29%。
  • 二季度Facebook的转化率为0.61%,一季度为0.49%

蓝色的纽扣衬衣,外加格子领带被贴了19次就会被引向一个JackThreads页面。类似地,一双褐色的考究凉鞋被贴了69次就会被带到ShoeDazzle.com。尽管Pinterest往往被视为是一个独立网站或DIY项目,显然这其中有许多产品是来自于主流电子商务网站。

Pinterest正在赢得大规模的认知度,成为网站重要的流量生成器,且没有以牺牲别的流量驱动者的流量为代价。电子邮件营销和搜索引擎也是产生流量的引擎之一。 pan>JackThreads页面。类似地,一双褐色的考究凉鞋被贴了69次就会被带到ShoeDazzle.com。尽管Pinterest往往被视为是一个独立网站或DIY项目,显然这其中有许多产品是来自于主流电子商务网站。

其他的营销活动一般是由广告来支持的,而Pinterest则是更多由消费者自行发起。不过值得注意的是广告型营销方法仍然表现得更加出色,Pinterest的销售转化率仅为0.43%,相比之下,电子邮件的转化率为3.91%,而Google也有2.44%。不过考虑到Pinterest的流量近乎是免费的,可以说这仍不失为一笔好交易。

转载:36氪
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