By Laura Hazard Owen
Apparently Pinterest users drop
cash, and then run. Jewelry and accessories website Boticca.com, which was
cofounded by former eBay and private equity executives, compared 50,000
shoppers referred from Pinterest to 50,000 shoppers referred from Facebook and
said the Pinterest users spend way more money — $180 vs. $85 — but less time
browsing the site.
Pinterest also drove more sales
at London-based Boticca than any other sales channel — 10 percent of
transactions were influenced by Pinterest versus 7 percent that were influenced
by Facebook.
Boticca found Pinterest users
are less engaged, though:
What does this mean for other
brands?
Boticca says it has 40,000
Pinterest followers across 67 brand boards, compared to 26,000 Facebook fans.
Since Boticca chunks up its content into separate boards on Pinterest — like
“Trend: NEON” and “Beach chic” — shoppers may use the boards to accomplish the
“window-shopping” part of their transaction, using Pinterest to browse and then
going to Boticca’s site just to buy.
Since Boticca has found that
users from Pinterest spend more money on the site, the trade-off in time spent
on Boticca.com may be worth it.
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