For a platform as massive as Pinterest, even a 0.1% improvement in conversions can be a big win. So imagine the reaction of their growth team when they achieved a 50% increase in conversions through a simple experiment.
Here’s how they did it:
Experiment 1: Stop Scrolling to Start Signing Up
Pinterest’s endless scrolling feature is addictive—it keeps users engaged and browsing for hours. However, this same feature created a challenge: users weren’t converting into registered members because they didn’t feel a strong need to sign up.
To address this, Pinterest ran a simple experiment:
- Interrupt Scrolling: After users scrolled a certain distance, Pinterest stopped them. Instead of showing more content, they displayed a banner.
- Show a Compelling CTA: The banner read:
“Sign up to see more of this content.”
This tactic introduced a “moment of pause,” where users were prompted to sign up if they wanted to continue exploring. The result?
- A 50% increase in conversion rate—a massive success for such a straightforward intervention.
Experiment 2: Activating New Users
Getting users to sign up is only half the battle. Pinterest also needed to ensure these new users became active and engaged, so they experimented with onboarding via email.
Step 1: Educate Users on How Pinterest Works
Initially, they created an email flow that focused on teaching users about Pinterest’s features and benefits. The results?
- More people unsubscribed than installed the app.
- This approach was a clear failure, as it overwhelmed users rather than enticing them.
Step 2: Deliver Relevant, Personalized Content
Next, they pivoted to a new approach:
- Instead of generic educational emails, they sent personalized emails that matched users’ initial interests when they signed up.
- For example, if someone joined Pinterest for recipe ideas, they would receive an email showcasing popular recipes.
This time, the results were far better:
- Users felt connected to the platform.
- Activation rates improved significantly.
Key Takeaways for Your Business
- Interrupt Passive Browsing with Intentional CTAs:
Identify moments when your users are most engaged, and introduce a clear call-to-action to guide them toward conversion. Pinterest’s scrolling interruption shows how even minor disruptions can nudge users toward taking action. - Personalization Drives Engagement:
Tailor your communications to the user’s interests and intent, rather than bombarding them with generic information. Relevant content feels valuable and makes users more likely to engage further. - Iterate and Learn from Failures:
Pinterest’s first attempt at user activation failed, but they used the insights to pivot to a more effective strategy. This highlights the importance of testing and refining your approach based on user behavior.
The Bottom Line
With these simple yet powerful experiments, Pinterest demonstrated how a well-timed nudge and personalized content can dramatically boost conversions and user engagement. Whether you’re running a massive platform or a small business, these principles—interrupting patterns, offering value, and staying relevant—can help you achieve significant growth.