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pinterestSpring is the perfect time to try out a new look. Over the past few months, Pinterest underwent a style makeover and today hit the streets with its fresh new look.

The new-and-improved site includes better browsing and search features to make finding new things easier. Pinners can explore an entire board without leaving the page they are on, look through all pins from the same source, and see a “people who pinned this also pinned” screen.

Like anyone going through a style transformation, Pinterest is highlighting its best qualities while also going through a health regimen to firm and smooth the interface. Design changes include bigger pins and features new navigational capabilities. However, true makeovers are not only about the surface (Cher taught us that in Clueless.) Pinterest also rebuilt the backend foundation to make it more reliable and easier to improve.

pinterest 2“We also responded to some feedback from pinners who told us they hated losing their place while browsing,” said lead product designer Jason Wilson in a blog post. “Now, when you scroll through pins and click on something that interests you, the back button lands you right back where you were no matter how far you’ve gone.”

Many of the changes were in response to user feedback. Dedicated members are a significant part of Pinterest’s success. People love to pin, and companies, brands, and online retailers love it when they do. You can create boards of images on the site related to their interests. Visitor numbers recently surpassed 25 million, and last week, Pinterest launched Web Analytics to help brands and marketers see what Pinterest members are doing with their content.

A massive fan base is great, particularly if you can monetize on it. The impact of social media on consumer behavior is hotly debated in e-commerce, although cosmetics retailer Sephora said that its Pinterest users spend 15 times more than its Facebook fans. Pinterest Web Analytics is a big step toward making money off of its users. It will tell marketers how many people are repining, how many people see those pins, and how many visits to the original website those pins generate. It will also show ‘most pinned,’ ‘most clicked,’ and ‘most recent pins.’

Pinterest is valued at $2.5 billion and has raised $200 million to date. Despite its celebrity, the company knows that to stay in the limelight, it has to keep up appearances, stay chic, and remain beloved by its fans.

Photo Credit: Pinterest

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