One tap is the bread and butter ad format for direct response advertisers on Pinterest. These ads are made to efficiently drive Pinners to the Partners site as quickly as possible, while still providing value up front to inspire Pinners to take action.
Problem
The first version of one tap had a few issues with the experience for both Partners and Pinners. On the Pinner side, the creative was lost and taken away when the site loaded into view. This made it difficult for Pinners to really look and evaluate the creative that they are used to viewing on a regular closeup. For Partners, they were seeing a dramatic increase in CTR, however, conversions were neutral to down. The theory is that Pinners were clicking in, and backing out instantly due to the poor transition from home feed to the site.
Goals
- Increase click-throughs
- Provide a better viewing experience for Pinners when transitioning into the site
- Define a better success metric that accurately logs high intent clicks into the site
Process
V2 - In this version, the ad creative stays on click, resting right above the site. Pinners can now view the image for as long as they want, and when they're ready, scrolling up would take them directly to the site.
Metrics changed from direct click-throughs to gCTR (good click-throughs). Good clicks were defined as 3 seconds or more on the site, which helped push the quality of the format, along with moving away from empty clicks.
V3 - The third version of one tap was focused on bringing a more immersive and premium feeling to the format, along with driving up good clicks. This was done by keeping the website in view, no matter the height of the ad creative. Depending on the height of the image, the website would either be shown in a larger view or stay sticky as a footer at the bottom.
Results
Click-throughs went down, however, gCTR went up by 2% along with conversions. This essentially meant that we were getting more qualified clicks. There were less Pinners going into the site, however those who went into the site spent longer sessions browsing and converting more often.