Have you recently taken a venture into the world of online retail sales? Are you now looking to actively promote a product or service? Have you tried a variety of marketing tactics to no avail? This situation is actually much more common than you may initially realise. Not only do you need to attract the right customer base, but you must be able to gauge the effectiveness of your sales and marketing campaigns by measuring your click-through rate (hereafter referred to simply as “CTR”). What are some of the main reasons why your CTR is noticeably low and how can you make modifications so that increased traffic will become a future reality? Let’s take an in-depth look at what you will need to take into account in advance.
CTR Variables: What Effects the Number of Visitors?
We can think of these rates as barometers in regards to the success of your publicity campaigns. High measurements clearly state that you re doing something right while low numbers tend to hint that something can be improved. However, we need to point out a difference between two subjects which are critical to the understanding of CTRs as a whole:
Impressions simply signify the number of times that an advertisement or an email has been viewed. Clicks indicate instances when customers take action (such as navigating to a provided hyperlink or choosing to sign up for a newsletter). The CTR can essentially be seen as a proportion between clicks and impressions. While higher impressions are important in terms of exposure, they will prove to be of little use if they are not clicked.
Let’s look at this concept in another way. Imagine for a moment that you have just entered a bookstore. While you might examine several novels, you only choose to make a single purchase. The act of browsing through different sections is similar to the impressions mentioned above. In the case of a bookstore, a “click” signifies when you actually open a book and begin reading what is contained within.
It should therefore be abundantly clear that these rates play pivotal roles in terms of ascertaining how your website is performing. If you have a high CTR, it is also probable that you are experiencing a growing interest in what it is that you have to offer. Some common examples of the metrics which are often associated with these rates include:
- Pay-per-click advertisements.
- Advertisements on social media pages.
- Links contained within landing pages.
- A call-to-action section within an automated email.
We should also mention that a higher number of actionable links will provide visitors and customers with more chances of choosing to engage with your service. In this case, more could very well be better.
So, the main question is why your CTR may represent an underwhelming figure. What are some common mistakes that you could be making? We will now address this topic in the next section.
CTR Errors to Avoid
The first mistake is to present customers with links or other calls to action which offer services not affiliated with your website. These are considered low-quality links and they may even cost you rankings within the search engine results page.
It is also absolutely critical to avoid annoying or blind links, pop-up banner advertisements and similar black-hat marketing techniques. These are hallmarks of substandard websites and once again, they will often damage the reputation of what it is you plan to market to the audience.
Unsurprisingly, SEO plays an important role in determining these rates. Always use appropriate keywords and key phrases, as these will help direct visitors to your website. If you employ unrelated or misleading terminology, you could be penalized by major search engines such as Google. Make sure to take into account SEO when referring to titles, content, subject headings, meta tags, and even images.
Another stumbling block that novices will often have to overcome involves knowing how often to analyse your CTR. It is a good idea to keep track of the latest statistics on a weekly basis or immediately following the launch of a new marketing campaign. However, always remember that any changes might take a bit of time to be reflected in the rates themselves. This is why it is not a good idea to obsess over such readings on a daily basis.
Clickthrough rates are essential to understand if you hope to maximize your sales and marketing efforts. As we have seen above, they are affected by many unique factors and you need to be aware of some of the main pitfalls that are likely to be encountered along the way. If you want to take your online exposure to the next digital level, CTRs should never be overlooked.