Pinterest Shopping Strategy: How to Turn Pins into Purchases
Proven Pinterest marketing strategies to drive sales from your WooCommerce store. Learn pin optimization, seasonal timing, and common mistakes to avoid.
Pinterest drives more referral traffic to shopping sites than any other social platform except Facebook. But turning that traffic into sales requires understanding how Pinterest users think, plan, and buy. This guide covers the strategies that separate Pinterest shops that sell from those that just collect followers.
Best Product Categories for Pinterest
Some products naturally fit Pinterest better than others.
High-Performing Categories
Home Decor & Furniture Pinterest was built on home inspiration. Users actively search for furniture, wall art, lighting, and decorative items. Conversion rates in this category are among the highest.
Fashion & Accessories Outfit inspiration is a core Pinterest use case. Products that complete a look—jewelry, bags, shoes—perform particularly well.
Beauty & Personal Care Skincare routines, makeup tutorials, and “shelfie” aesthetics drive strong engagement. Before/after content converts well.
Weddings & Events Brides-to-be are among Pinterest’s most engaged users. Wedding-related products see sustained high traffic.
Food & Kitchen Recipe pins drive traffic to kitchen tools, specialty ingredients, and pantry staples. The connection between content and product is natural.
DIY & Crafts Craft supplies, patterns, tools, and materials benefit from tutorial-style content that leads to purchases.
Categories That Require More Effort
Electronics & Tech Pinterest is visual and emotional; tech specs don’t translate well to pins. Focus on lifestyle shots showing products in use.
Services Hard to pin a service. Lead with content marketing—pins to blog posts that convert to inquiries.
Generic Commodities Products without visual differentiation struggle. If you sell commodity products, focus on lifestyle context or bundling.
The Pinterest Buyer Journey
Understanding how Pinterest users move from discovery to purchase helps you optimize each stage.
Stage 1: Discovery (The Browse)
User is exploring ideas without a specific purchase in mind.
What they’re doing:
- Scrolling home feed
- Exploring broad topics (“bedroom ideas”)
- Saving inspiration without intent to buy
Your goal:
- Get saved to boards
- Build brand awareness
- Enter their consideration set
Content focus:
- Inspirational lifestyle images
- Trending aesthetics
- Broad, aspirational content
Stage 2: Research (The Deep Dive)
User has identified a need and is actively researching options.
What they’re doing:
- Searching specific terms (“blue velvet armchair”)
- Comparing products
- Reading descriptions closely
- Saving favorites for later
Your goal:
- Appear in search results
- Communicate value clearly
- Make it easy to compare
Content focus:
- Clear product photography
- Keyword-optimized titles
- Complete product details
- Comparison-friendly information
Stage 3: Decision (The Purchase)
User is ready to buy and needs the final push.
What they’re doing:
- Returning to saved pins
- Checking prices/availability
- Looking for deals
- Making final comparisons
Your goal:
- Convert the click
- Provide a smooth path to purchase
- Remove friction
Content focus:
- Clear calls to action
- Sale price visibility
- In-stock messaging
- Trust signals
Creating Pins That Get Saved and Clicked
The best pins balance inspiration with action.
Anatomy of a High-Performing Pin
Image that stops the scroll
- High quality (1000x1500 pixels minimum)
- Vertical format (2:3 ratio)
- Clean, uncluttered composition
- Product clearly visible
- Lifestyle context when possible
Text overlay (when appropriate)
- Readable at small sizes
- Adds context or value
- Not a sales pitch
- Brand-consistent fonts/colors
Title that includes keywords
- Describes the product clearly
- Includes search terms
- Not too generic, not too specific
Description that sells
- First sentence includes main keyword
- Communicates value/benefits
- Includes secondary keywords
- Ends with call to action
Pin Formats That Convert
Standard product pins Best for: Direct product sales
- Clean product shot on neutral background
- Clear title and price
- Link to product page
Lifestyle pins Best for: Discovery and saves
- Product shown in use/context
- Inspirational setting
- Link to product or collection page
Tutorial/how-to pins Best for: Complex products, building authority
- Step-by-step visual or video
- Problem → solution format
- Link to product mentioned
Idea Pins (multi-page) Best for: Engagement, brand building
- Multiple images or short videos
- Story-like format
- Limited linking options (brand awareness focus)
Text Overlay Best Practices
When to use text:
- To add context (“5 ways to style this jacket”)
- To highlight value (“under $30”)
- To create urgency (“limited edition”)
When not to use text:
- On clean product shots for catalog
- When image speaks for itself
- If it looks like an ad
If using text:
- Keep it minimal (4-6 words maximum)
- Use readable fonts (40pt+ equivalent)
- Ensure contrast with background
- Don’t cover the product
Vertical Images and Why They Matter
Pinterest is a vertical platform. Vertical images get more real estate and more engagement.
Optimal Dimensions
| Format | Dimensions | Use Case |
|---|---|---|
| Standard | 1000 x 1500 (2:3) | Product pins, lifestyle |
| Tall | 1000 x 2100 (1:2.1) | Infographics, tutorials |
| Square | 1000 x 1000 (1:1) | Carousel only |
| Video | 1000 x 1500 (2:3) | Short-form video |
Creating Vertical Product Images
From horizontal product photos:
- Add a colored or textured background above/below
- Add text overlay in the extra space
- Create a collage with multiple angles
- Include complementary product shots
From scratch:
- Shoot products with extra vertical space
- Use a seamless background
- Leave room for text if needed
Keywords and Pinterest SEO Tactics
Pinterest search optimization is different from Google but just as important.
Keyword Research Process
-
Start with Pinterest search
- Type your product type
- Note autocomplete suggestions
- Click through and note refinement options
-
Check Pinterest Trends
- Visit trends.pinterest.com
- Compare seasonal patterns
- Identify rising vs. declining terms
-
Analyze competitors
- Find successful pins in your category
- Note their title and description keywords
- See what boards they’re pinned to
-
Create a keyword list
- Primary keyword (main product term)
- Secondary keywords (variations, related terms)
- Long-tail keywords (specific searches)
Where to Use Keywords
Pin title:
- Include primary keyword first
- Natural, readable format
Pin description:
- Primary keyword in first sentence
- Secondary keywords woven in naturally
- Long-tail keywords where they fit
Board name:
- Keyword-focused, not clever
- “Summer Dresses” not “Hot Weather Vibes”
Board description:
- Full sentences with multiple keywords
- Describe what the board contains
Your profile:
- Business name and category keywords
- Bio with main product types
Keyword Mistakes to Avoid
❌ Keyword stuffing (repeating terms unnaturally) ❌ Using irrelevant trending terms for reach ❌ Ignoring long-tail opportunities ❌ Copying competitor keywords without relevance
Seasonal Planning and Trend Timing
Pinterest users plan ahead. Your content calendar should too.
Pinterest’s Planning Timeline
| Event | When Users Start Searching |
|---|---|
| Valentine’s Day | December |
| Spring/Easter | January |
| Summer | March |
| Back to School | June |
| Halloween | August |
| Thanksgiving | September |
| Winter Holidays | September |
Post content 1-2 months before users start planning. By the time an event is happening, it’s too late to catch the planning wave.
Evergreen vs. Seasonal Strategy
Evergreen content:
- Year-round relevant products
- Always-active pins
- Forms the base of your presence
Seasonal content:
- Holiday and event-specific
- Created 2-3 months ahead
- Higher short-term traffic, then drops
Balance: 70% evergreen, 30% seasonal
Riding Trends
Pinterest Trends shows what’s rising. When you spot a relevant trend:
- Create content quickly
- Use the trending terms
- Publish before the peak
- Ride the wave up
Don’t chase every trend—focus on those that fit your products.
Idea Pins for Product Discovery
Idea Pins (formerly Story Pins) are multi-page content that gets significant algorithmic boost.
What Are Idea Pins?
- Multiple images or short video clips
- Up to 20 pages per Idea Pin
- Full-screen, immersive format
- Limited external linking
- Higher engagement rates than standard pins
Using Idea Pins for Products
Tutorial format: “How to style our silk scarf - 5 ways” → Each page shows a different styling method → Tag products in each page
Behind-the-scenes: “How we make our candles” → Walk through the process → Build brand story and trust
Product showcase: “New arrivals for spring” → Each page features a product → Tag products directly
Before/after: “This living room transformation” → Show the change → Tag furniture/decor used
Idea Pin Best Practices
- Hook viewers in the first 2 seconds
- Keep each page focused
- Use text to guide viewers
- End with a clear message
- Tag products when possible
Common Pinterest Mistakes to Avoid
Mistake 1: Treating Pinterest Like Instagram
The problem: Posting only polished, square images with short captions.
The fix: Create vertical images with keyword-rich descriptions. Pinterest is search-first, not feed-first.
Mistake 2: Inconsistent Pinning
The problem: Posting 30 pins one day, then nothing for a week.
The fix: Use a scheduler. 5-10 pins spread throughout the day, every day, beats sporadic bursts.
Mistake 3: Ignoring Analytics
The problem: Not knowing what’s working.
The fix: Review Pinterest Analytics weekly. Double down on top-performing content types.
Mistake 4: Only Pinning Your Own Content
The problem: Your boards look empty or too promotional.
The fix: Pin complementary content from others. A 70/30 ratio (yours/others) keeps boards valuable.
Mistake 5: Wrong Image Dimensions
The problem: Horizontal or square images that get cropped awkwardly.
The fix: Create vertical images (2:3 ratio) specifically for Pinterest.
Mistake 6: Linking to Homepage
The problem: Users click expecting a specific product and land on a general homepage.
The fix: Every product pin should link to its product page. Make the path to purchase obvious.
Mistake 7: Forgetting the Call to Action
The problem: Beautiful pins that don’t tell people what to do.
The fix: Include clear CTAs in descriptions: “Shop now,” “Get yours today,” “Click to buy.”
Measuring Pinterest ROI
Direct ROI Metrics
Track with Pinterest Tag + your analytics:
- Revenue from Pinterest traffic
- Cost per acquisition (for ads)
- Return on ad spend (ROAS)
- Average order value from Pinterest visitors
Assisted Conversion Value
Pinterest often influences purchases that happen later or through other channels:
- User pins product → Returns via Google search → Buys
- User pins product → Shows partner → Partner buys
Use multi-touch attribution or view-through conversion windows to capture this value.
Long-Term Metrics
Pinterest content has long lifespans. Track:
- Monthly traffic from Pinterest (should grow over time)
- Total saves of your content (indicates future traffic potential)
- Follower growth (expands distribution)
ROI Benchmarks
| Metric | Average | Good | Excellent |
|---|---|---|---|
| Pinterest traffic share | 5% | 10% | 20%+ |
| Conversion rate (Pinterest traffic) | 1% | 2% | 3%+ |
| ROAS (Shopping Ads) | 2x | 4x | 8x+ |
When to Prioritize Pinterest
Pinterest deserves significant investment when:
- Your products are visually compelling
- Your audience is 70%+ female (or your category over-indexes on Pinterest)
- You sell in high-performing categories (home, fashion, beauty, weddings)
- You can create consistent vertical content
- You have patience for long-term growth
Consider other channels first if:
- Your products don’t photograph well
- Your audience is primarily male under 30
- You need immediate results
- You can’t commit to consistent content creation
Next Steps
- Audit your current presence - Are images vertical? Are keywords in place?
- Set up your catalog - Connect your WooCommerce product feed
- Create a pinning schedule - 5-10 pins daily, using a scheduler
- Develop seasonal content - Plan 2-3 months ahead
- Test Shopping Ads - Start with retargeting, then expand
Get Started with Product Feeds for WooCommerce
Start with Google Shopping (Free)
New to product feeds? Download our free plugin to add GTIN, Brand, and MPN fields to WooCommerce. Generates Google Shopping feeds with unlimited products.
Sell on Pinterest (Pro)
Product Feed for WooCommerce Pro connects your WooCommerce store to Pinterest:
- Pinterest catalog feeds with automatic updates
- Product pins that stay accurate (prices, stock)
- Category mapping for better product matching
- Rich Pin data formatting
- All channels in one plugin: Google, Facebook, Instagram, Pinterest, TikTok, Bing, Snapchat
Ready to sell on Google Shopping?
Get our free plugin with GTIN, Brand, and MPN fields. No product limits, no paywalls for essential features.