Case Study: About.com achieves 70% increase in referral traffic with Pinterest Rich Pins

About.com - Customer Case Study

About.com wanted to drive more referral traffic and make its large library of how‑tos, recipes and tips perform better on Pinterest. In March 2015 they implemented Rich Pins to surface article metadata and optimize image/display; the change produced a 40% traffic lift in the first week and has driven a 70% year‑over‑year increase in Pinterest referrals.

To capitalize on that success About.com hired a full‑time Pinterest editor, optimized site images and descriptions, and deployed a mix of evergreen, seasonal and trend‑driven Pins. Pinterest became their top social referrer, Pinterest visitors are roughly twice as engaged as other users, and standout Pins (DIYs, recipes, life hacks) generated massive repins—validating a data‑driven strategy and the company’s recommendation to invest in Rich Pins and evergreen content.

About.com

Matthew Knell

VP of Social/Platform Partnerships