Pinterest has announced the launch of mobile deep links for shopping ads as a new way to help users go from discovery to purchase while increasing conversion for retailers.
Mobile deep links will instantly direct Pinterest users to a specific page in their mobile app, making it a more fluid way for consumers to shop for products after clicking on a shopping ad they've discovered on the platform. Pinterest believes eliminating extra steps and clicks can ultimately have an incremental impact on a retailer's shopping campaign.
How mobile deep links work on Pinterest:
- With mobile deep links, Pinterest Shopping ads will navigate users directly to a page within a retailer’s app if it’s installed on their device.
- If the user does not have the retailer’s app installed, they are taken to the mobile web page instead – all within the Pinterest app.
- The seamless user journey offered by mobile deep links shortens the path to purchase by removing additional steps, leading to higher conversions for advertisers and retailers.
"The majority of people who use Pinterest say they come to the platform to shop, and we’re thrilled that our content is more relevant and shoppable than ever. We’re even seeing a nearly 30% increase in attributed checkouts for retailers who upload their catalogs.* By introducing mobile deep links, we’re now making it easier to connect our users with retailers to shop the products they discover on Pinterest." – Bill Watkins, Chief Revenue Officer at Pinterest.
More than 460 million people visit Pinterest each month to discover products and services for their wardrobe, for their new home, for their next holiday and much more. For advertisers, it's a natural alignment with users who are actually seeking brands to inspire their next purchase. On Pinterest, advertisers can reach the consumers they care about and drive them from discovery to decision to do now in a more seamless way.
*(Source: Pinterest Internal Data, global, October 2022-March 2023 vs. October 2021-March 2022)