It was all about Pinterest for accessories brand Moorea Seal. When the company’s namesake designer began sharing her favorite things on Pinterest, it took off in many ways.
In 2013, Seal began using Curalate to gain an in-depth understanding of her Pinterest analytics, which propelled her to launch MooreaSeal.com, featuring handmade accessories and objects from artists in the U.S. Today 7% of the brand’s proceeds go to nonprofit organizations.
While Pinterest continues to be the brand’s top source of referral traffic and revenue, the designer is now finding that Instagram is important for future growth. Millennials, the brand’s target consumers, like to know the ins and outs of businesses they purchase from.
“Instagram is the quickest ways to let people know we aren’t just a business, but a community that’s inclusive and encouraging through fashion-forward style and philanthropic works,” said Seal in a case study.
However, the designer and her team began to identify a disconnect between Instagram metrics and actions on their site. While they were pushing out great content that aligned with their vision, they had a difficult time attributing engagement on the platform to revenue.
“We would only track the popularity of images based on the line count,” said Seal. “From there we had to guess as to which images pushed customers to buy, moving them from Instagram onto a different platform to then purchase from our site.”
Moorea Seal chose Curalate’s Like2Buy solution which utilized the only link accessible on an Instagram feed – the one in the bio – to transform a brand’s profile into a shoppable gallery. It provides a seamless transition from Instagram to an individual product’s ecommerce page, and provides comprehensive insights on the types of images that drive the most traffic and revenue.
Since the launch of Like2Buy, the impact on the ecommerce site has been positive. “It’s a great traffic driver,” said Seal. “As a result of Like2Buy, pageviews are going up.” It also helped Seal capture revenue that might have otherwise been lost.
In 90 days, Moorea Seal found that Like2Buy was the fifth-highest traffic referral source to the brand’s ecommerce site and the third-highest revenue driver from a referral source. It allowed the brand to completely monetize its Instagram efforts. Moorea Seal now gives its audience a direct path to purchase from Instagram to the website, and has discovered that lifestyle-oriented images drive the most traffic and revenue.