March 19, 2013, 12:08 PM

Pinterest gets a new look

The social network’s revamp aims to help users find more content.

Lead Photo

An image of the network's new look.

Pinterest has revamped its look to help consumers discover content they otherwise might not have found and to encourage them to interact more with both content and other Pinterest users, the social network says. It will roll out the new changes to users by invitation soon.

The revamp is based on feedback from a “small group of pinners” who tested the redesigned social network in January, writes Jason Wilson, Pinterest's lead product designer, in a blog post.

Pinterest is the social network where consumers can “pin” images and pictures of products they like from around the web. They often accompany those pins with a brief description or caption that appears below the image. Consumers add their pins to boards, organizational tools used to group pins together around a particular theme—for example, “Problem Solvers: products, ideas & tips that help solve common household problems.”

The new look will not appear as a complete overhaul of the site, but rather in iterative moves, such as making pins larger and enabling users to view all the pins on a board without leaving the page, Pinterest says. The social network has also enabled consumers to click to see other content pinned from the same source—such as a particular e-commerce site.

“We wanted to make things simpler and cleaner, without requiring you to learn anything new,” Wilson writes.

Similarly, another new feature, called “People who pinned this also pinned,” will show users other pins related to the ones they have viewed. That may help retailers to expose more of their products to consumers, who will see other pins from a retailer after clicking on one of its pins.

The social network’s updates come less than a week after it rolled out Pinterest Web Analytics, a series of tools that give retailers and other web site owners a glimpse into how their content is being consumed on the social network.

While many retailers are finding that Pinterest can help drive traffic to their sites, 45.9% of retailers do not have a presence on the two-year-old social network, according to a survey in the 2013 edition of the Social Media 300. The guide gives a comprehensive analysis of 300 e-retailers’ social commerce strategies and ranks retailers’ social skills by the percentage of web site traffic that they receive from social networks.

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