Pinterest használata webshopod népszerűsítésére

A Pinteresté a vizualitás: amíg az Instagram a spontán megosztott pillanatokra épített üzleti modelljét, addig a Pinterest a jól szerkesztett és válogatott tartalmaktól lett igazán az, ami. Bárki saját gyűjteményeket állíthat össze, és sokan ezt azért teszik, hogy ötleteket, gyűjtsenek.

Később megvalósítható ötleteket, főzéshez, építkezéshez, lakberendezéshez és milliónyi egyéb olyan dologhoz, amiben az online értékesítésnek nagyon is fontos szerep jut.

A cikkben tehát azt tekintjük át, hogyan használhatod hatékonyan a Pinterestet, ha szeretnéd webáruházad konverzióját növelni, ha több vásároló szeretnél termékoldalaidra irányítani úgy, hogy már megragadtad a képzeletüket.

 

Ezekről a témákról fogunk szólni:

  • Hasznos adatok a Pinterestről
  • Pinteresttel elérhető a mobil?
    • Mennyire hasznos valójában?
  • A pinek típusai
    • Megvásárolható pinek
    • Reklámpinek
    • Hagyományos pinek
  • Célzás és követés
  • Hogyan használd hatékonyan a Pinterestet?
  • Érdemes használnod a Pinterestet?

 

Néhány hasznos adat a Pinterestről

 

Kiindulásképpen lássunk, mit érdemes alapból tudni a Pinterestről

  • 110 millió aktív felhasználó
  • 2017 márciusára 200 milliós felhasználószámot becsülnek
  • Egy látogató havonta átlagosan közel 100 percet tölt a weboldalon
  • Az USA-ban a 13., a világon pedig a 30. legnépszerűbb weboldal
  • Összesen több mint 50 milliárd pin
  • 70%-ban női, 30%-ban férfi felhasználók

 

Pinteresttel elérhető a mobil?

 

Ugyan a Pinterest népszerűsége jóval alulmarad az olyan közösségi oldalakéval szemben, mint a Twitter vagy a Facebook, mégis jelentős erőt képvisel az online értékesítésben.

Jelenleg a Pinterest körülbelül 110 millió aktív felhasználóval büszkélkedhet – ennyien lépnek be legalább havonta egyszer az oldalra.

A probléma a reklámcélú pinekkel az, hogy kizárólag a mobiltelefonos applikációban jelennek meg – vagyis a desktopos felhasználókat ilyen üzenetekkel nem tudjuk elérni. (Hogy ez mégis hogyan lehetséges, arról mindjárt bővebben szólunk.)

Ahhoz, hogy lássuk, mennyire vonzó terep a webshopok számára a platform, elég a statisztikákra tekintenünk. A Pinteresten mindenki saját táblákat (board) hozhat létre, amelyekre szabadon tűz ki különféle tartalmakat. Jelenleg

  • 130 millió lakberendezési,
  • 180 millió étel és ital, illetve
  • 300 millió divat témájú tábla létezik.

 

Ezeken a táblákon tekintélyes részben olyan elemek szerepelnek, amelyeket a felhasználók szeretnének a magukénak tudni. Amelyek valamilyen szempontból megragadták őket, amelyek iránt valamilyen vonzalmat éreznek vizuálisan.

Korábban beszéltünk már arról, hogy milyen óriási az eredeti és jó minőségű termékfotók jelentősége. Hogy ne stock fotókat használjunk fel a termékeink bemutatásához, hanem olyan fotókat, amelyek teljesítenek két kritériumot:

  • minden szempontból láttatják a potenciális vásárlóval a terméket, valamint
  • segítenek pótolni az élményt, amelyet a termék kézbevétele, személyes vizsgálata adna.

 

A Pinteresten emellé még egy szempont társul: a kreativitás.

 

Mennyire hasznos valójában?

 

Jó hír az e-kereskedőknek, hogy a felmérések szerint a felhasználók nagy része használta már vásárlásra a platformot, vagyis egyáltalán nem idegenkednek attól, hogy ugyanott költsék el a pénzüket, ahol a tartalmakat is fogyasztják.

Sőt, sokan használják arra, hogy vásárlási döntéseket hozzanak: megoldásokat, termékeket keresnek, hasonlítanak össze, így a kereskedők nagyszerűen alkalmazhatják a hezitálók meggyőzésére a pineket. Az arány egészen lenyűgöző: 10-ből 9 felhasználó már használta ilyen célra az oldalt.

 

Adat: Jelenleg a Pinteresten megjelenő tartalmak körülbelül 75%-a különféle brandektől származik – ebben ugyanakkor benne vannak azok a brandek által feltöltött tartalmak is, amelyeket a felhasználók osztanak meg.

 

Rengetegen használják be az új ötletek beszerzésére – a figyelmüket viszont nem könnyű megragadni, hiszen elképesztő mennyiségű új vizuális tartalom kerül fel mindennap a platformra.

Egy olyan márka, amely nem gondolkodik stratégiában, csak megvásárolható pineket használ: olyan pineket, amelyekkel közvetlenül a Pinteresten vásárolhatnak a felhasználók anélkül, hogy elhagynák az oldalt.

 

A jelenség megér egy kitérőt:A legnagyobb közösségi platformok, így például elsősorban a Facebook erősen törekednek arra, hogy többé ne a tartalmak megosztására, hanem publikációjára használjuk őket. Aggregátor helyett forrássá akarnak válni, az Instant Article megjelenése sem jelez mást. Nem akarják, hogy elhagyjuk az oldalt – inkább lebonyolítják a tartalomfogyasztást, a konverziót oldalon belül.

Kérdés, hogy e törekvés mennyire lesz sikeres, a jelenlegi felhasználói szokásokat tekintve azonban a webáruházak aligha tehetnek mást, mint hogy igazodnak a trendekhez, és igyekeznek a platformokon belül is annyi értékesítést lebonyolítani, amennyire csak lehetőségük nyílik.

 

A pinek típusai

pin típusok

 

Megvásárolható pinek

 

A megvásárolható pineknek vannak előnyei és hátrányai is. Hátrány nyilván az, hogy a desktopos felhasználókat nem érhetjük el velük – a Pinterest felhasználói azonban jellemzően használják a mobilapplikációt, így ez nem jelent olyan komoly hátrányt, mint elsőre tűnik.

Gondot okozhat az is, hogy a mobilelhasználók hajlandósága a vásárlásra sokkal alacsonyabb, mint a desktopról böngészőké, ugyanakkor a szakadék egyre kisebb, a felhasználók hónapról hónapra nagyobb arányban vásárolnak okoseszközeiken keresztül.

Előnye az ilyen pineknek, hogy rendelkeznek egy nagy, kék vásárlás gombbal, tehát a CTA adott, sőt a Pinterest még az árat is kiírja, és a tranzakció elvégezhető az applikáción belül, anélkül, hogy átlépnénk a webáruházba.

Ez utóbbi persze megint hátrányt jelent: követőlevelekben ugyan tudunk a felhasználónak egyéb árukat ajánlani, nincs viszont olyan lehetőségünk az upsellre, mint a webáruház oldalán lenne.

A Pinterest jelenleg 5 e-kereskedelmi platformmal, integrálható, ezek:

  • Shopify
  • Magento
  • BigCommerce
  • Demandware
  • IBM Commerce

 

Reklámpinek

 

Lehetőségünk van arra is, hogy a céget, termékeinket vagy éppen a webáruházat népszerűsítsük reklámpinek segítségével. A Pinterest, mint más nagy platformok, szintén rendelkezik egy a felhasználók viselkedését figyelő algoritmussal, így képesek arra, hogy a reklámpineket a felhasználó érdeklődési körei és korábbi tevékenysége alapján perszonalizálva jelenítsék meg.

A reklámpinek nagy előnye, hogy nem nyilvánvaló reklámként, hanem natívan jelennek meg a felületen, azt, hogy fizetett értük valaki, csak egy kis feliratból tudjuk meg. A felhasználónak lehetősége van arra is, hogy ha egy reklámpin nem tetszik neki, azt eltüntesse – ez segíti a perszonalizációt és egyben a kezébe adja a döntést, mindezzel együtt tehát kisebb az esélye annak, hogy a reklámpinek a bannervakság áldozatául essenek.

Éppen ezért viszont nem árt arra figyelni, hogy ne is tűnjenek reklámnak. Úgy érdemes őket megalkotnunk, hogy önmaguk miatt keltsék fel a felhasználó érdeklődését. A tartalom értéke legyen az, ami miatt rákattintanak, legyen akár hasznos vagy esztétikus.

A reklámpinekkel kétféle kampányt futtathatunk.

  • Az egyikkel elérésünket növelhetjük (ez az Engagement kampány), a pineket a rendszer igyekszik minél előkelőbb helyen megjeleníteni, a reklámozó pedig a megjelenítésekért fizet. Ezek igen hasznosak lehetnek, ha brandet akarunk építeni, ha úgy akarjuk elérni a közönséget, hogy bemutassuk nekik saját magunkat, termékeinket.
  • A másik típus a forgalomnövelő kampány: ennek célja az, hogy a weboldalunkra irányítsuk a látogatókat, a reklámozó pedig nem megjelenítésenként, hanem a kattintásokért fizet.

 

Hagyományos pinek

 

Ha nem akarunk a reklámozásra költeni, akkor is tölthetünk fel olyan pineket, amelyek segítenek a brandünket építeni: egyszerűen csak hozzunk létre olyan tartalmakat, amelyek nagy valószínűséggel érdeklik a célközönségünket, és készítsünk válogatásokat ezekből.

 

Célzás és követés

 

A Pinterest alapvetően korábbi tevékenységük és érdeklődési köreik alapján válogatja meg, hogy milyen tartalmakat utat meg a felhasználónak, így ha ügyesen építjük fel saját tartalmainkat, komolyabb célzás nélkül is jó esélyünk van az elérésükre.

A fizetett pintípusokat viszont már komolyabban is célozhatjuk. A Pinteresten alapvetően 5 szempont szerint válogathatjuk meg, hogy kinek szeretnénk megjeleníteni a tartalmainkat:

  • keresőkifejezések
  • földrajzi hely
  • nyelv
  • eszköz
  • nem

 

A követés már sajnos nem ilyen egyszerű: reklámpinek URL-jét csakis akkor tudjuk figyelni, ha már az eredeti pin is rendelkezett követőparaméterekkel – ez viszont értelemszerűen torzíthatja az adatokat, mivel képtelenek leszünk elkülöníteni a fizetett és organikus forgalmat.

Lehetőség van viszont arra, hogy a megjelenített reklámpineket utólag szerkeszthessük, így adjunk hozzá követőparamétereket az URL-hez.

 

Hogyan használd hatékonyan a Pinterestet?

 

A kampány megtervezésénél érdemes szem előtt tartanod, hogy a legjobb eredményeket egyetlen jól megválasztott pinnel érheted el. Még ha többet használnál is, a konverziók nagy többségét egyetlen pin hozná, éppen ezért akkor lehetsz a leghatékonyabb, ha eleve egyre koncentrálsz.

Hogy melyik a legjobb, azt természetesen A/B teszteléssel kell meghatároznod – mivel egy alapvetően a kreativitásra fókuszáló platformról van szó, szinte lehetetlen előre megmondani, mi lesz sikeres és mi nem, így ezt a lépést nem hagyhatod ki.

Arra is figyelj, hogy a kampány fókusza megfelelően szűk maradjon. Ne akarj egyszerre mindent mutatni, válassz ki egyetlen terméket, egyetlen területet, amelyet erősíteni fogsz – és a rendelkezésedre álló eszközökkel célozd meg az ehhez képest legjobb célközönséget. (Erre rengeteg alkalmad nyílik: csak érdeklődési körből 420 adható meg.)

Használj vertikális pineket: legyen hosszabb, mint széles, mert így annál nagyobb helyet foglal majd el a felhasználó képernyőjén, köszönhetően a platform rendezési elveinek.

 

tips Tipp: Legjobb, ha organikus pinjeidet használod fel hirdetésként is: ami a közönségednek már eleve tetszik, azzal megspórolhatod az A/B tesztelést, és rögtön megvásárolt vagy reklámpint készíthetsz belőle.

 

Retargetálhatsz is: ha egy Pinterest Marketing API Partnerrel dolgozol, akkor különféle platformokon lehetőséged van arra, hogy a felhasználókat újra elérd, retargetálással pedig hatékonyan növelheted a konverziók számát.

 

Érdemes használnod a Pinterestet?

Az online vásárlók a legnagyobb arányban a Pinteresten vannak jelen: a 2016 Internet Trends jelentés szerint az amerikai felhasználók 55%-a használta már vásárlásra, míg a többi platform messze lemarad mögötte: a Facebooknál és az Instagramnál mindössze 12% ez az arány, a Twitter 9%, a LinkedInnél pedig mindössze 5%.

Ez és minden más statisztika is azt jelzi, hogy a felhasználók már hozzászoktak a vásárláshoz a Pinteresten, szívesen is használják erre a platformot, ötleteket keresnek, vásárlási döntéseik megerősítésére is használják.

Mivel a brandépítés lehetőségeit akár ingyen is kihasználhatod, a reklámozás pedig mindezek alapján hatékonyan működhet, ha időt és energiát fektetsz egy jó kampány kidolgozásába, ezért webáruház-üzemeltetőként egyszerűen kihagyott lehetőség, ha nem vagy jelen a Pinteresten.

Nem kevés energiát kell persze szánnod arra, hogy egy jó brandet felépíts itt: a tartalomgyártást komolyan kell venned, forrásokat áldozni arra, hogy a megfelelő szakemberek – fotósok, grafikusok – legyártsák neked azokat a pineket, amelyek aztán organikusan is nagy sikert érhetnek el.

A Pinterest tökéletesen alkalmas arra, hogy eladásaidat, webáruházad forgalmát és ismertségét egyaránt növeld, ezért azt tanácsoljuk, hogy ha még nem tetted, kezdd el megtervezni első pinkampányodat még ma.

 

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