Depending on your business structure and overall marketing objectives, you should prioritize different strategies for your Pinterest landing page.
For brands that rely on email marketing, new email acquisition is always a top priority. In these cases, routing pins to a user acquisition landing page is an effective method for building a large, engaged user base. This has proven especially effective for brands who have conducted targeted campaigns with HelloPartners. For example, with a specialized user acquisition landing page, e-tailer Bourbon and Boots was able to acquire 30,000 email addresses, increase site traffic tenfold and increase revenue by 305% during their first campaign and by 1,300% in their next.
If your Pinterest marketing efforts are focused on consumer awareness and commerce, one of the simplest ways to effectively increase ROI and lead conversions is through product deep-linking. For Pinterest campaigns, the pinned image has already piqued enough interest for a click, so take the extra step and create the best user experience possible by matching intentions to landing page content. Product deep-linking is undoubtedly a best practice, since the consumer will be sent to the exact product they love (as opposed to a general homepage lander), providing the extra push for an individual not only to register, but to purchase.
Some marketers will undoubtedly have the temptation to drive pins to their company’s homepage – after all, the homepage is where people can get a broader scope for your business and where you can increase brand awareness. However, although this might work for traditional Search or Display campaigns, it falters for Pinterest. When people click through on Pinterest, it is to reach specific, relevant content. In this case, the better bet is to drive to a second-tier landing page – that is, pages which hold the meat of a site, such as a specific product or service. As mentioned in our previous installment, Pinterest users are focused on content above the fold, so make sure that when pinners click through, the content they are searching for is prominent in this visual sweet spot.
Co-branded landing pages, where two different brands share the same page, are even more tricky, especially if the user is coming from Pinterest. Pinners are an extremely visual group, and a co-branded page, if done incorrectly, can appear like a jumbled mess–an easy way to make a pinner click out faster than you can say “bounce rate.” If your Pinterest campaign drives to a co-branded landing page, focus on clean, consistent design. Because all involved brands will naturally want to maintain their own individual aesthetic, this definitely has the potential to lead to some creative differences. The easiest way to avoid these pitfalls is to partner with aesthetically similar sites, but failing that, to find a compromise. The designs of each brand don’t necessarily have to match but they should definitely complement and balance one another.
Implementing these landing page optimization strategies will certainly boost the effectiveness of your Pinterest efforts. Attention span on the Internet is notoriously short, so having people click through your brand’s pins means half the battle is won – make sure not to lose your new potential user at this crucial juncture with a subpar landing page. Regardless of the end goal of your Pinterest marketing objectives, whenever visitors reach your site, they should end up on a page with concise, engaging content, eye-catching design and a user-friendly experience.