How to Improve the Click-Through-Rate (CTR) Of Your Web Page

How to Improve the Click-Through-Rate (CTR) Of Your Web Page

Search engine ranking pages and algorithms evolve fast. As a marketer, you need to step up to your web pages’ pace and make sure their performance is optimal. Honestly, nobody wants an average performance. This is why many marketers keep looking for ways to improve crucial metrics, including their web page click-through rates.

SMEs strive to maximise their digital marketing budgets by pursuing the perfect click-through rate score. Honestly, the only way to score these high CTRs for your marketing campaigns is to understand what works for your business and your target audience.

No doubt, you and every other discerning marketer are always chasing after actionable insights that guarantee to drive your CTRs through the roof. But what else could you be doing? If you expect better performance with minimal investment, boosting your webpage click-through rate is the way to go.

What is a Click-through Rate?

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Click-Through Rate or CTR is defined as a performance metric usually in percentage form that shows the number of times that an e-mail, ad, or organic search result has been clicked compared to the number of times it has been seen.

CTR rates indicate the number of page visitors who click on your ad or link. It provides qualitative metrics that tell you how your ad campaign is progressing. You can leverage it to evaluate the efficiency of your e-mail of digital ad campaigns.

That said, you already know that you can end up with a low or high CTR rate. You also know that you cannot deduce how page visitors engage with your content manually or emotionally. 

You know users express some interest when they click through your page. You can leverage such an engagement to drive them through your funnels successfully. If you’re not tracking the CTR metric, you won’t know exactly what’s happening or what move to make next.

CTR metrics tell you whether you’re speaking the user’s language. It lets you know whether you’ve nailed it when answering their search intentions on your page. Remarkably, the click-through rates enable you to compare past and the current campaign. This lets you know whether you’re moving in the right direction.

Take caution. Even if your CTR rates are skyrocketing, you need to verify whether the returns are in tandem. A high CTR isn’t a guarantee that your ads are driving conversions. If you forget to target, all the click-throughs coming your way could be fruitless-and costly.

How to Calculate Click-through Rates?

Since CTR can be expressed in percentage form, you can calculate these rates. Simply, you need a formula to decipher the number of visitors who clicked on an ad and divide it by the number of times the ad was displayed-also known as impressions.

The formula would look like this: Ad Clicks÷Ad Impressions = Click-Through Rate. The resultant answer divided by 100 gives the percentage rates. All you need to know is that the more click-throughs you get, the more targeted your campaign. It means you’re addressing user needs accurately. To leverage CTRS fully, you should deploy CTRs with other Proven KPIs.

What Affects Click-Through Rate?

The CTRs recorded on your webpage are similar to other metrics you leverage in your marketing efforts. There are variables at play. Some are highlighted below.

  • Relevance

You bet this one relates to the keywords, ad copy, landing pages, and placement. The keywords you employ need to be aligned with the ad copy message-wise. This should be directed at the right audience. If you leverage irrelevant keywords, you’ll end up with an audience that lacks interest in your products or services.

  • Ad rank

Ad Rank is the deciding factor when it comes to the ads showing on top of the page. You’ll get the ad rank by multiplying the CPC bid by your quality score. If ads get positioned below the fold of the screen, the chances are that they’ll be ignored, let alone scoring a click.

  • Viewability

If your ad odds to be seen diminishes, their Viewability can hurt the expected impressions. If your ads are viewable, they increase the chance that some users will click and proceed. If users have to scroll to find these ads, it hurts your CTR score. Remember, there’s a unique Viewability measure in different platforms.

  • Device

Do you know that the click-through rate on mobile is higher than that of a desktop? Of course, it’s past 2020, and mobile devices have become a way of life. Always make your page mobile-friendly but don’t forget the desktop.

  • Niche/Vertical

Your specific industry has a big say in the CTR rate. The keyword competition in your niche demonstrates this. You’ll need to check the search volume and assess whether you have adequate resources for them.

What Is A Good CTR?

Is there a defined measure of reasonable CTR rates? Surprisingly, there’s none. Some variables determine such. These can be the type of marketing campaign target audience, niche, value proposition, ads, and your campaign’s objective.

Click-through rates are a crucial factor in this context.

Some statistics show the best CTR rates for banner ads stand at 0.35%, while search ads clock in at 1.91%.

Like mentioned before, you can score an impressive CTR rate, but it ends up in vain if it doesn’t impact your conversion rates positively. Luckily, you can turn it around by offering value to users. Also, you can optimise your landing pages to convert on all devices.

Is The Click-Through Rate Really Important?

Yes, your click-through rates count for something.

  • CTR indicates whether users engage and respond to your ad headers, page title tags or CTAs
  • CTR offers a sneak preview of your targeting efforts and user intent
  • CTR has a significant impact on your SEO and paid advertising campaigns
  • CTR defines your quality score on ad platforms such as Facebook and Google ads

All this demonstrates that leaving out CTR rates from your digital marketing toolkit leads to poor strategy and stagnation.

Why is Click-Through Rate Important?

Statistics show that CTR shows the relevance of your ads and webpages. It has a significant impact on your page SERPS organically or through paid search. 

It’s essential to note that Google rank algorithms have the last say where your ad or webpage will show. It’s what determines the number of users who’ll see, click and engage with your website.

Other reasons why you cannot ignore your click-through rates include:

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CTR Determines Your Quality Score

In this context, your quality score is more like your credit score. If you have a high-quality score, Google and other search engines will charge you less for every ad clicked. Too bad if you have a low-quality score, you’ll have to pay more for every click. Remember, an excellent quality score means that your ad and content will rank higher too.

CTR Enhances User Message Relevance

get google ranking ad

There’s an intrinsic connection between your CTR and user engagement. The more users engage with your ads or content; the more relevant they end up being. The bigger picture means you’re able to communicate with the right audience using the message that appeals to them. You can leverage CTR metrics to tweak your messages for improved and intuitive engagement.

CTR Underlines Targeting

Even though your ad is viewable on a given website, the chances are that few visitors will feel compelled to click on it. Why would that be? It could be that your keywords are not optimised to attract prospects in your niche. Here, you can track CTR metrics and modify keywords to target users who’ll go deeper into your sales funnel.

CTR Forecasts Offline Conversions

Search engine statistics indicate that only45% of prospects searching for your products end up making a sale online. A majority will visit the store and make an offline sale. CTR here captures such interests and helps you to make a follow-up. Even though such user interest offline doesn’t guarantee conversion, it tells you that you can still get those leads to take action offsite.

Benefits of Improving Your Click-Through Rates

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Scoring high Click-through Rates indeed means that users are finding your ads quite engaging. You’ll benefit from low CPC, and your ad rank will keep rising. But what are the advantages of improving CTR?

Advanced SERP Ranking

It’s simple. High CTR guarantees that you’ll be ranked with other top contenders. One study already affirms that you’ll go up one rank in seep ranking if you manage to drive up your CTR by 3%. If the sequence continues by another 3%, you can expect a better ranking as time goes.

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Enhances Organic Search Results

An exceptional rise in CTR contributes significantly towards the success of PPC or social media campaigns. They impact your site’s SEO too. Improved CTR translates into enhanced organic search rankings.

Drives Powerful E-Mail Marketing

Have you been loading up e-mails for months on end without tangible results? Then, it’s time to gun for better CTR for your e-mail marketing. When you click through rates double, you no longer have to worry that the e-mails you sent will be directed to the spam folder.

Impressive Ad Engagement on Social Media

If you’ve score highly with engagement on social media, it means that your ads are hitting the right veins. The deciding algorithms n this platform operate much like Google’s own. If you keep driving your CTR rates up on Facebook or Twitter, you’ll keep benefiting from increased user engagement. Luckily, your ads will reach more prospects with minimal impacts on your budget.

Where Can I Track CTR To Make mprovements On-Page??

Pay-per-click advertising

PPC marketing is one of the areas where you can keep tabs on your CTR rate. There’s a connection between the two. Your ads show up on the search results in your PPC campaign when a user queries your ad keyword. It counts as an impression as soon as it shows up in search results.

Social media marketing

Your Social media ads are bound to show up in your audience’s newsfeed. Since every social platform has an ad program, query it first before you take the plunge. When social media ads end up in the newsfeeds of interested leads, it means you’re generating more attention from prospects. It’s easy to track your CTR when users click on that social ad you left on their timeline.

E-mail marketing

From an e-mail marketing perspective, CTR denotes the number of users who click on a specified link in your e-mail. The CTR you earn from your e-mail marketing efforts offers insights into your campaign. Importantly, you’ll need to keep tabs on your e-mail open rates. They tell you more about the CTR since you can see the number of users who opened an e-mail versus those who clicked on a link embedded in the e-mail.

Why Is CTR An Important Metric?

When executed well, high CTR goes hand in hand with improved conversion rates. It’s simple. If people are engaging with your ads, it means there’s something compelling about them. Indeed, you can expect intense engagement, and you won’t know it when they take the prompt from your CTA.

There’s a roller coaster effect in the offing. How? More click-throughs drive up engagement, boost quality scores, lowers the cost per click and impression ratios go up. That ripple effect is what you need. And it demonstrates the potency of CTRs.

Testing = CTR success

There’s nothing like guarantees when working around your click-through rates. You’ll need to test and test again. You can tune up your ads by making small tweaks, adding numbers, or rewriting your calls to action. Sometimes, optimising here can be leveraging an image that evokes emotions; you never know. As soon as you’re done testing, deploy again.

Tips To Improve On-Page CTR

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When your focus is on improving the CTR rates for your webpages, there are tactics you’ll need to summon. You only increase the rates where you want using the right moves. Here are some:

1.Know Your Audience

You wouldn’t start scoping your CTR before you do audience research. Tell you what; if you understand your target persona, it’s half the work done. Researching lets you in on critical aspects such as:

  • Understanding your target demographic most preferred language
  • Discerning what users search for and the keywords they prefer
  • Knowing their search habits and from which device
  • Identifying the CTAs that compel them to buy
  • Discerning the time, day, or month there likely to search your ads

2. Optimize Your Headlines

Users are fixated on compelling headlines. If yours isn’t that catchy, they won’t click. And that’s a fact. The remedy isn’t rocket science, though. You need to polish your headline writing skill either way. Don’t just write for the aesthetics. Always inject emotions into it. Remember, your targeted audience can sway to different emotions. Leverage that, but don’t mislead or deceive them. It’s how you get them to take your kind of action.

3. Elevate Your Meta Descriptions

If the Metadata descriptions on your pare aren’t optimised to drive your CTR rates. You need to do something. It’s an essential element for successful on-page SEO. If your snippet text isn’t optimised, your catchy headline won’t signal the attention that drives CTR rates up.

To succeed with this one, crank the 150-160 character description with an attention-grabbing narrative for content and headline. You can do it using these tricks:

4. Leverage User Intent

Write an intent-based description that speaks to page users in a close-up manner. Always satisfy the core interest of a user.

5. Add a Target Keyword

Want to make it work? Add a keyword in the Meta description. The guarantee is the user will see it even if google will skip it. Users go for keywords. If it’s in the description, they will click.

6. Make It Actionable

The trick here is to user curiosity invoking words. This makes a user crave for more and click in the end. Go for those juicy adjectives. They never disappoint. Remember, align the content on your page with the Meta description to decrease bounce rates.

7. Incorporate Data and Proof

Leveraging data makes the story believable and convincing. Why not exploit the facts if there proven. Mention stats like sold over 200,000 eBooks. It cements validation.

8. Leverage A-class Copywriting Skills for Ads

I can guarantee you this. You’re only in a position to hack killer ad copy if you know your audience. You must know their demographics, how they perceive your products, how they use bias when selecting products in your niche, and what they really want.

Once you know what is irrelevant to them and how they talk about your brand, it’s easy to create ad copy that hits the mark. When you craft the copy, test out different versions and use the most captivating version.

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9. Keyword Research and Optimization

This one is not debatable. You cannot afford to pick keywords randomly. Luckily, you have a keyword planning and suggestion tool at your disposal. First, you’ll identify the keywords your competition is deploying. Second, analytic tools will help you discover keywords that users are employing to find your pages.

You won’t take long before finding out the keywords that your audience prefers. Grab them and sink them into your URL. It will drive click-through rates up. Remember to direct users into the next step as soon as they click through.

10. Use Compelling CTAs

Believe it or not, your CTA boosts user interaction with your ads and content. It tells prospects what to do next. Do yourself a favour and optimise your calls to action to drive CTR rates. Remember, you’ll need a super alluring CTA and make it precise.

11. Use Descriptive URLs to Increase CTR

I’m glad that you know. Descriptive URLs and proper URL structure attract a high ranking. The same reason why they boost your CTR. Use a generic URL, and it won’t score much. You can use these hacks to polish your URLs.

  • Keep it short and fluff-free
  • Create highly descriptive URLs that appeal to users and machine
  • Use a consistent URL crafting technique and stick to it
  • Use your keywords in the URL to drive expectations

12. Exploit All Ad Extensions

Are there ad extensions that add an extra appeal to your digital adverts? Yes. These are resources you need to boost ad relevance and size. Some extension that will boost your CTR include:

  • Sitelink ad extensions- added lines of text shown when an ad ranks in the top three slots. This extension improves your CTR by positioning your ad above competing adverts.
  • Location extensions- extensions that entice searchers to visit your physical location. They’re ideal for local businesses looking to draw local traffic.
  • Call extensions- easy call extensions enable users to reach out via telephone or caller applications.
  • Structured snippet extensions- they display product detail below the ad description section. They work well for brands or communities.
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13. Test Your Ad Copy

How do you know that the ad copy you’ve spent hours creating will work for your targeted audience? It’s simple. A/B testing caters to that. You can test a range of elements such as CTAs, images, or site typography. Don’t test all at once. Take your time and test every element at a time. The good news is that A/B splitting is a continuous process. You can test and implement different variations such that you’re leveraging the one that returns excellent CTR results.

Additional Tricks That Drive Your CTR Rates

If you’ve applied the most actionable strategies that improve your CTR rates, you’re already experiencing better results. That said, you can still do with additional tips, as highlighted below.

Modify Page Loading Speed

Page visitors dread visiting sites that take forever to return queries or load. It’s no contest. Users will leave if your webpages are bogged down. If your site loading speed is denying you clicks, look for ways of tweaking it to deliver an exceptional user experience. You can improve CTR by simply:

  • Compressing large files and pages
  • Reducing on-page elements
  • Optimising visual content
  • Deleting dud plugins
  • Executing browser caching

Modifying Mobile-Desktop Experience

Are you concentrating on better CTR rates exclusively through the desktop? Then you’re limiting your options. It would be best if you capitalised on mobile CTR. Your super-fast loading desktop pages will not perform exceptionally on a mobile screen. The prudent thing to do is to optimise your mobile pages to capture those click-throughs.

Optimise Pages with Low CTR

The best practice here is to always start by checking pages that come with average CTRs. It gives you an idea of pages with impressive and uninspiring rates. You must set a benchmark, and the best pages to start with are those with click-through deficiencies. Given that they have observable bottlenecks, they’re easy to fix.

Go for Emoji’s

Did you think that emojis are exclusively viable for SMS or social media timelines? They’re not. Those smiley doodles are becoming popular by the day. It’s evident that emojis are instrumental if you want more clicks. The modern page visitor is more at home with brands that operate with social flexibility. They tend to associate or click links with a touch of humour.

Innovate For More Clicks

Although the flashy design will not win you more clicks, infusing creativity and rich media elements will boost your CTRs. The progressive formats and feature used in the digital marketing front can increase your car. You only need to supercharge your innovativeness and display relevant user information.

website design banner

Useful Page Click-Through Rate Benchmarks to Monitor

For discerning marketers, there’s no difference between tracking ads and creating them. There are specific benchmarks that indicate the progress of whatever campaign you got running. Here are some.

Compare CTR rates within your niche

If you’re assessing the success of your ads, it’s essential to check how you’re stacking up against your competitors. Don’t be fooled. Focusing on competitor traffic or revenue isn’t everything. You need to track your CTRS too.

Checking the competition CTR-wise can help you to discover the ad copy or design tactics they’re employing to return better rates. If you’re ahead of the pack, you’ll need to know where your strengths lie to consolidate future success.

Scrutinise your rank across industry averages

I don’t have to convince you that your click-through rates are heavily dependent on your niche. Maybe you’re promoting a service or product that’s easy to sell. It means your rates will be high. Don’t get caught thinking that your niche is unique. You’ll do your business a favour by assessing CTR rates in other industries.

Analyse click-throughs on different devices.

Invest in a cross-platform structure comes with immense benefits for your business. Always track your CTR on different devices. You’ll discover strategies that help you optimise your ads for these separate devices.

Assess click-through rates based on the ad type

Numerous variables determine ad success and their capacity to boost click-through rates. At times, it’s the ad type that determines the results. For instance, you’ll need to follow the dynamics of the mid-page unit where you want the ad to be positioned in a way that you don’t have to scroll down to view it. The same applies to the leader board ad or the classic side ad.

Analyse click-through rates by date

If you didn’t know, time is a crucial factor that determines the usefulness of an ad. Other benchmarks aside, the chronological effect will help you discern the time it took for an ad to achieve a given rate. You can measure other ad campaigns launched simultaneously.

Likewise, you can capture how click-through trends progress, especially when an ad is hot. Benchmarking based on time helps you mark the best times of the year to run certain ads and whether it’s wise to extend their timeline.

How to Increase Click-Through Rates on Your Landing Page

Your visitors are always in contact with your landing page whenever they visit your website. Then, why not design a trap that will capture and keep them hovering around long enough to take some action? That can quickly be done by enhancing the click-through rate on this magical page.

Why the Landing Page Click-Through Rate Matters

At some point, your users are bound to view your ads and end up on your landing page. Here, a percentage of the total number of visitors will click through and head to other product or offer pages. Simply, that percentage can be defined as the landing page click-through rate.

I’m sure you’ll bet that most people and marketers will perceive higher conversions as the ultimate goal. It’s true but, it’s equally essential to expend resources to bolster your landing page CTRs.

Do you know why you should focus on CTRS at this point? It’s simple. Improving the click-through rates translates into a larger number of prospects who’d want to click and convert. That’s why you cannot ignore landing page CTRS. How do you do it?

Work With Images-Video-Copy Balance 

The cardinal rule with landing pages is to have compelling copy above everything else. It works but leaving out other elements-vide or images can be detrimental. 

Picture this. What kind of a landing page is likely to prompt you to click? One with lengthy text blocks or one that presents a harmony of text, images, and video? You already know the answer. As long as your copy describes product quality, has an image describing user pain points and an explainer video in the mix, you’re good to go.

Balance Brand and Colour Scheme

Wait, it’s about to sound confusing. If your select brand colour is yellow, you’d expect the marketing campaigns to drown in yellow. But it’s never wrong to be creative with colours to make conversions. All you need is to leverage colour themes creatively and radiantly.

Leverage Images to Trigger Emotions

Who doesn’t want to leverage simple psychology to draw emotions and drive sales? Overtime, displayed emotions impact heavily on the subject exposed to them. In this light, consider using emotions strategically to drive the CTA message home. It does the same for the expected click-through rate. Imagine how pictures overflowing with human emotions can do to your quest for more clicks? An emotive photo on the landing page can increase your CTR and conversion rates simultaneously.

Avoid Visual Distractions

Ideally, a page full of clutter will turn off users on the first visit. You can remedy such by reviewing your page content. You need to delete fluff or repetitive content. In fact, you need to remove any content that doesn’t support the calls to action. Remember, those pesky pop-ups or flashing text need to go as well.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

Social Media




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