Click Through Optimisation

What is Click Through Rate (CTR)?

Click through refers to a single instance of a user clicking on to an advertising link or site listing on a third party website and moving to a landing page on your website. Click through rate (CTR) is the percentage of users who click on to an advertising link or search engine site listing, out of the total number of people who see it.

What makes Click Through Rate important?

A higher Click Through Rate (CTR) is key for any form of online advertising and one of the primary goals of Search Engine Optimization. Low click through rates by nature reduce your online visibility and waste valuable online advertising budgets.

How can you improve your Click Through Rate?

There are many elements you can modify to help improve your Click Through Rate.

Include the search terms you are targeting in your page title and meta description.  Searchers will see that your title and description shown in the search results matches their search term. This will lead them to think that your website has exactly what they are looking for.

Use compelling call-to-action statements in your meta description and your titles where possible. Make web users want to click through to your website by offering something really compelling.

Include a sense of urgency in your description. There are lots of ways you can do this. For example, when advertising a sales item, include in your description that your sales ends soon or that you have only limited supply. Limited offers, limited editions and times offer periods are also good ways to inject a sense of urgency. People hate loosing out so when you add urgency to your ad, it helps increase click through rate.

A note of causion:

Make sure you website deliver exactly what your promiss in your search result description or online ads. Otherwise you will end up with a bounce rate.