Pinterest for Conversions: Why It's Time to Stop Sleeping on the 'Save' Button
in 30 seconds
Pinterest users are high-intent shoppers, not just casual browsers. If you can capture their interest, they'll spend more on your brand
If you want to level up your lower funnel strategy, you need a strong creative and technical setup. We'll talk you through how to fine tune this for success.
Unbranded search is huge on Pinterest, and users are on there for seriously long periods - making it a dream for performance marketing. We'll give you the inside scoop.
When most marketers think "bottom of the funnel," Pinterest has never usually been the first platform that springs to mind.
Google Ads? Obvious. TikTok shop? Sure. Pinterest? Isn't that where people get wedding inspo and pin banana bread recipes?
Well… yes. But in recent years Pinterest has skyrocketed in popularity, with over 570 million monthly users. And that huge potential audience pool is using the platform to shop, learn and plan their lives. So it's not to be slept on.
Pinterest is quietly one of the most powerful conversion engines out there, especially for brands ready to turn browsers into buyers. It's not just a top-of-funnel, brand awareness gold mine, it's an underrated hero for brands who want real results, or more importantly, sales.
As Jim Hawker, industry expert, puts it: "Pinterest is often overlooked as a social platform for brand investment, but in categories like interiors, wellness and travel, Pinterest offers unique value by reaching a highly engaged audience actively researching and curating inspiration ahead of making purchase decisions.
"The platform is also a strong source of referral traffic - especially at a time when traditional click-through rates are under pressure due to the rise of generative AI in search. Marketers are increasingly integrating Pinterest with e-commerce platforms, like Shopify, to enable seamless product pinning, and some are exploring influencer collaborations on Pinterest as a more cost-effective alternative to - often expensive - Instagram partnerships."
People are turning to Pinterest to search for inspiration across every category imaginable - from home decor and fashion to wellness and lifestyle products. In fact, 75% of people say they're inspired to make purchases by social media content, and Pinterest's visual-first approach makes it the perfect platform for discovery-driven shopping.
Whether you're in retail, beauty, home goods, or any visual category, Pinterest should be part of your marketing roster. But how exactly does it actually drive action? And what should brands do to make it work?
Take a seat. We're getting into it.
Pinterest users don't just scroll. They plan.
There's a crucial mindset shift happening on Pinterest - and it's very different from other platforms.
Think about your Instagram or TikTok. The user experience is built around spontaneity and discovery. Fun, yes. But not always conducive to immediate action. On these platforms, brand loyalty needs to be built up over time, which is why you'll be served a stream of ads encouraging you over to TikTok shop, because the only way to be remembered is to continue to pop up for your target audience.
Pinterest, on the other hand? It's where people go when they already have intent. It's a marketer's lower-funnel dream.
They're searching for a solution, a look, a product. They're planning their next purchase or project. That "Saved Pin"? It's not just a nod of interest - it can be a placeholder for a future buy.
And these stats don't lie:
Pinterest users are three times more likely to say they’re “always shopping” than users on other platforms.
80% of UK Pinners say they feel inspired by the shopping experience on Pinterest.
UK shoppers on Pinterest outspend people on other platforms by a whopping 40% every month.
8 out of 10 weekly Pinterest users turn to the platform when planning their summer holidays.
In short: people are already halfway down the funnel when they open the app.
Pinterest internal data reveals even more compelling insights for performance marketers. According to global research, 97% of the top searches on Pinterest are unbranded, meaning advertisers who master lower funnel strategy can successfully attract new customers who haven't yet made up their minds. These users come seeking inspiration and leave deciding what to buy - making them prime targets for conversion-focused campaigns.
So if you're a brand with visual appeal, listen up. People heading to Pinterest are serious about their next purchase. Whether that's creating mood boards for their dream kitchen or hunting for the perfect outfit, they're focused on finding products that match their vision. And you should be in their line of sight.
The science behind Pinterest conversions
Pinterest isn't just driving website traffic, it's delivering measurable results that significantly enhance performance across the entire user journey.
Pinterest internal data shows that UK shoppers on Pinterest have 30% larger baskets at checkout compared to other platforms. But it's not just about basket size - it's about conversion rates, too. When brands implement Pinterest's conversion-focused ads products, the results speak for themselves.
The platform's unique position in the purchase funnel means users are actively curating and planning purchases. Unlike other platforms where ads can feel intrusive, Pinterest ads boosting online and offline sales work because they integrate seamlessly into the discovery experience. Users save product recommendations, create collections, and use the platform as a visual shopping assistant.
The Pinterest playbook for bottom-funnel success
So now you know, Pinterest isn't just about vibes, it's about value. But to hit the bottom of the funnel wins, you need to be turning inspiration into conversion.
To make Pinterest your sales driving platform, try this:
1. Pin with purpose
This is not the platform for vague lifestyle shots and dreamy captions. At the bottom of the funnel, your Pins need to work harder.
That means:
Crystal-clear CTAs: Think "Shop now," "Add to basket," or "See more." Don't be shy - this is the time to be direct. Shoppers are already there to be sold to; you don't need to trick them. Pinterest's own research shows that clear action verbs aligned with ad intent drive better performance than generic "Learn more" buttons.
Punchy overlays: Text on image can work wonders. Just keep it simple, readable, and mobile-friendly. You want to stand out and stop the scroll, not give anyone a headache. Use overlay text to highlight special benefits like "Free shipping" or "Limited edition" for product-focused brands.
Product-focused visuals: Yes, keep them aspirational, but don't forget to show the goods. Close-ups, different angles. Make what you're selling the hero. People want clear, informative pins when they're ready to buy, so show them exactly what they'd be getting if they purchased from you.
Our Tip: Lifestyle images + product shots = the winning formula. Think "how it fits into their life," not just "what it looks like." You're selling inspiration, so make people want to be part of their pins. Combining different visuals creates stronger narratives that drive results.
2. Build conversion-ready boards
You wouldn't send a lead to a cluttered website, so don't send them to a messy Pinterest profile either.
Curate your boards like landing pages. Create themed boards with clear product intent: "Minimalist Home Office Essentials" or "Sustainable Fashion Finds."
The goal? Make browsing feel like shopping. Pinterest weekly users expect curated experiences, so treat your boards as carefully crafted collections that speak directly to purchase intent.
3. Master Pinterest's lower-funnel Ad formats
We're big believers that everything needs a little helping hand. And with your social strategy, that help is Ads.
Pinterest ads are a conversion marketer's dream. The platform offers multiple ad formats specifically designed to drive performance, and using the right combination can dramatically improve your return on ad spend.
Shopping Ads: These are your conversion workhorses. Brands that add shopping ads to their mix see 15% higher ROAS and 2.6x higher conversion rates. They promote products directly from your catalogue and reach shoppers when they're most likely to act.
Collections Ads: Perfect for brands showcasing complete looks or product ecosystems. Think "Complete Home Office Setup" featuring desk, chair, lighting, and accessories all in one visually rich format.
Carousel Ads: Ideal for showing multiple products or highlighting different features of a single item. Research shows that using multiple ad formats drives better results than relying on just one.
You can:
Serve product-rich Pins to people who've already engaged with similar content
Target based on search intent (hello, keywords)
Choose who sees your ad by building audiences, so you're targeting the right people for your brand
Retarget cart abandoners or website visitors with hyper-relevant creatives
And if you're in lead gen territory? That can happen too. Lead form ads are built right into the Pinterest experience—users can share their details without ever leaving the app. Low friction, high value. The dream.
4. Implement advanced conversion tracking
As the advertising industry prepares for a world without third party cookies, Pinterest offers sophisticated solutions to help advertisers maintain accurate conversion tracking - great news for those of us who want to perfect a lower funnel strategy.
Pinterest Conversions API: This works seamlessly with the Pinterest tag to provide complete visibility of conversions. It safeguards your conversions by enabling you to send conversion data directly to Pinterest versus through browser tracking. Swyft, a UK sofa brand, used Pinterest's Conversion API to boost attributed checkouts by 35%. If that doesn’t scream “bottom-of-the-funnel success,” we don’t know what does. Want to learn more about what Pinterest Conversion API is? This article explains it nicely.
Mobile Deep Links: Add these to your conversion campaigns to guide users seamlessly from the Pinterest app to specific in-app product pages. This brings customers closer to your product and simplifies the checkout process.
Direct Links: Pinterest's enhanced user flow is designed to give the path to purchase an extra boost, creating a smoother journey from discovery to conversion.
Advanced strategies for performance marketers
Test, test, test to drive results
Smart advertisers use Pinterest's MECE (Mutually Exclusive, Collectively Exhaustive) framework to isolate individual variables and gather nuanced insights. Instead of testing everything at once, tweak specific variables one at a time. This can look like:
Testing three ads with different CTAs but identical visuals
Comparing lifestyle shots versus product-focused imagery
Experimenting with different text overlay approaches
Isolating individual variables like audience targeting versus creative format
This approach helps you understand exactly what drives improved performance and allows you to scale up winning elements across campaigns.
Maximise your Pinterest ad spend
Pinterest Ads Manager offers sophisticated targeting options that help you reach users at different stages. The key is understanding that Pinterest users move through a unique funnel - from inspiration to curation to purchase.
For brands, this means creating campaigns that match user intent:
Upper funnel: Broad category inspiration ("Spring home decor ideas")
Mid funnel: Specific product research ("Scandinavian dining chairs under £200")
Lower funnel: Ready-to-purchase messaging ("dining chair deals")
Two thirds of Pinterest users say the platform helps them discover new brands, making it an excellent source for expanding your customer base beyond your core audience.
Optimise your landing page for Pinterest traffic
When users click your Pinterest ads, ensure your landing page matches the look and feel of your Pin. Maintain brand consistency by incorporating your logo and key colours, but don't let branding overwhelm your conversion message.
For brands, this means:
Matching the product imagery from your Pin
Maintaining the same promotional offer
Using similar language and tone
Ensuring mobile optimisation (most Pinterest users are browsing on their mobile)
What brands can get wrong (and how to fix it)
Let's do a quick myth-busting.
❌ "Pinterest is just for home interiors and recipes." ✅ Pinterest has massive reach in categories like beauty, fashion, home, wellness, and lifestyle - and Pinners are there to buy. With billions of searches across diverse categories, the potential for visual brands is huge. Pinterest users actively research and plan purchases across all product types.
❌ "Our stuff doesn't fit the aesthetic." ✅ Pinterest's visual diversity is growing fast. There's space for polished, playful, and even quirky brands - as long as you're visually consistent and clear about your offer. The platform rewards authenticity and clear value propositions over perfect aesthetics.
❌ "We don't have time to manage another channel." ✅ Repurpose your best-performing content from Instagram or your ecommerce site. With minimal tweaks, those assets can thrive on Pinterest, especially when backed with smart targeting. Plus, that's where we can come in, to help bring the channel to life. Many successful Pinterest advertisers start by adapting existing creative assets.
❌ "Pinterest doesn't drive immediate sales like Google Ads." ✅ While Pinterest operates differently from search ads, it excels at capturing users earlier in their decision-making process. This longer consideration period often results in higher-value purchases and better customer lifetime value.
Final thought: Pinterest can be your brand's best friend
Let's stop putting Pinterest in the "inspo only" box. If you're looking to help people make purchase decisions, give them a nudge to check out, not just scroll through your images.
For brands that are serious about conversions, it's a smart, scalable, and under-leveraged platform that can drive real business results, without needing to scream "SALE" in neon letters. The combination of high purchase intent, sophisticated targeting options, and proven conversion tools makes Pinterest an essential component of any comprehensive lower funnel strategy.
Pinterest users don't just browse - they curate, plan, and buy. They're actively building wish lists, comparing options, and making purchase decisions. As marketers, our job is to gently nudge them towards, and be there when they're ready to convert to a purchase, with the right message, at the right moment, in the right format.
The platform offers unique advantages that other social platforms simply can't match: unbranded search behaviour, extended consideration periods, and users who genuinely want to discover new products and brands. For visual brands, Pinterest represents an untapped goldmine of users actively planning their next purchase.
So if your current bottom-of-funnel mix feels a little crowded, tired or over-reliant on the old classics? It might be time to think pins, not just pixels.
Ready to turn Pinterest into a conversion machine?
Get in touch, we know how to turn your beautiful product imagery into sales tactics, not just phone backgrounds. We'll help you create a Pinterest lower funnel marketing strategy that drives real results, from setting up conversion tracking to optimizing your ad spend for maximum ROI.
The question isn't whether Pinterest can drive conversions for your brand - it's whether you're ready to tap into this powerful, under-leveraged platform before your competitors do.