Pingage has launched a new service for optimizing posts on Pinterest.
With crafty users who like to post their ideas for everything from their dream weddings to their next tattoos, Pinterest recently beat out Yahoo!, Bing, and Twitter to become the fourth largest driver of traffic to other websites.
But the image bookmarking site doesn’t have advertising options yet and only recently launched an analytics reporting tool of its own.
Experimenting to find out what works on Pinterest is at the core of this pay-for-performance tool. Pingage uses an algorithm to determine the best time to post and will also A/B test the content that will pack the most punch for each pin.
Each pin is wrapped inside an Engagement Box that encourages the pinner to follow, click, or buy directly from Pinterest.
Clients will also receive analytics reports that show the change in followers, visits, and sales that follow their campaigns.
Founded in October 2012, Pingage is run by CEO Michael Wohlschlaeger, who created the platform to drive traffic for a previous startup, and president Bob Gilbreath, a former brand manager at Procter & Gamble.
The company did not disclose its client list, but said it has already tested the tool on Fortune 500 brands and smaller brands in Pinterest-friendly categories like fashion, retail, travel, health and beauty, and food.
One client, Skinny Mom CEO Brooke Griffin, said traffic for her site grew from 100,000 monthly page views to more than 1.5 million in six months and earned ten times the amount of revenue.
“Brands don’t have time for another analytics dashboard or to run their own A/B testing on pins, and contests are expensive with very little sustained growth from the wrong types of followers. Not to mention, the time and resources invested have to be linked to actual bottom line results, and to date, social has proven too difficult with too little pay-off,” said Gilbreath in a statement. “Pingage is committed to providing solutions that allow brands to leverage social as easily as their other marketing channels, and the performance model means they don’t have to risk brand dollars on experimentation.”