How is Conversion Rate Optimsation related to Click Through Rate?
With rising commercial rents, and a thirst for a bigger customer base, long gone are the days when you had a shop premises. You have a website which is now your shop front, only instead of it being on one High Street, it is on millions of High Streets. So, how does your candy cart sweet business perform better than the rest of them?
Google Analytics from Candy Cart - growth growth growth through SEO.
This is where the technical stuff comes in. You have probably heard of abbreviations such as SEO (Search Engine Optimisation), CRO (Conversion Rate Optimisation) and CTR (Click Through Rate), and have absolutely no idea what they mean, or what they do, right? Well, here is a quick guide, courtesy of Wikipedia...
“SEO - Search engine optimization is the process of affecting the visibility of a website or a web page in a search engine's unpaid results—often referred to as "natural," "organic," or "earned" results.
CRO - Conversion Rate Optimisation is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage.
CTR - Click Through Rate is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns.”
What does all this mean, and how can CRO and CTR help make your website perform better?
The one thing to remember is that all three of these things need to work hand in hand in order to maximise your websiteʼs potential. The best example is on Facebook adverts. Youʼve got your Facebook advert going out to generate more click throughs to your website in the hope that this will convert into sales. However, Benjamin Vigneron, a Senior Business Analyst in the Digital Marketing team at Adobe (as at September 2014), states that “a high click-through rate does not assure a high conversion rate. The two can even have an inverse relationship: an ad copy geared towards curiosity clicks will result in fewer conversions, percentage-wise, than an ad copy geared towards qualified clicks.
The best performing ad copies are rarely those with the highest CTR or the highest conversion rates, but typically somewhere in the middle for both metrics. They are appealing without being deceptive or too generic. Best-performing ad copies usually have a strong CTR and an ok conversion rate – as opposed to an ok CTR and a strong conversion rate – because of the Quality Score factor and its consequences on CPC.”
In a nutshell, itʼs great driving visitors to your website, but you have to convert these visitors to paying customers. You need to grab them and not let them leave until they have bought what they are looking for (and also what they arenʼt), and to minimise the ʻwindow shoppersʼ. Jeff and Jane may have very different budgets, however they both want the same results - customers who are wanting to spend money, and who keep coming back.
At Mediaholix we can tailor make your digital marketing solutions to your business and your budget and can take the WTF out of SEO, CRO and CTR so you can get on with selecting the best sweets for your Candy Cart, or the next big thing in the world of Amazon.
Candy Cart recently switched their shop from ebay to their website to work on the CRO and CTO - orders are already coming in. If you would like a free guide to Conversion Rate Optimisation click the button below.