Pinterest Boosts Mobile Downloads 100 Percent

The combination of unlocking tracking data and implementing test campaigns has positioned social media channel Pinterest to increase its mobile app downloads by more than 100 percent, Mobile Marketer reported yesterday (June 29).

After experiencing issues with keeping track of user and install data, the photo-sharing platform created data-heavy links, which allowed it to direct users to pages through campaigns and ads.

The move paid off, significantly upping its app installation and engagement.

“Since we started using Yozio and getting the data we need to fine-tune our development efforts, we now consistently rank in the top 15 apps in the iOS app store,” Daniel Chu, engineering growth manager at Pinterest, told Mobile Marketer. “Using Yozio, we were able to increase our iPhone app download rates by more than 100 percent.”

The site utilized the Yozio platform in its efforts, which allowed an increase in its mobile reach without the use of ads. One of the key changes was allowing new users to return to the original page they were trying to access before being directed to download the app. In most cases, after being presented with the option to download an app, the page a user was trying to see in the first place was lost.

“We get the attribution data we need about where our app installs are coming from, and we can use that data to experiment and optimize our campaigns,” Pinterest growth engineering lead Ludo Antonov told Mobile Marketer. “Because of our ability to track app installs we were able to run a number of a/b experiments and identify opportunities that consequently pushed us to Top 10 in the App Store for iPad users.”

A huge boost in downloads and customer engagement could be coming at a perfect time for Pinterest, as it continues plans to jump into eCommerce.

Pinterest is currently working with retail partners to bulk up its Buyable Pins, helping the site add “millions of products.” Partners at the moment include Macy’s and Nordstrom, and Pinterest CEO Ben Silbermann indicated that the company was working with a multitude of local brands and merchants. Buyable Pins work essentially how they sound, in that the pins are marked in blue and users can then buy simply by clicking on that pin.

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To check out what else is HOT in the world of payments, click here.

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