What Is the Difference Between CTR and CR?
Click-through rate (CTR) is the percentage of individuals who clicked on a specific link or call to action to visit a website or landing page versus the number of times it has been viewed (impressions).
It’s used by marketers to measure the effectiveness of paid marketing campaigns and reveals the effectiveness of ad copy, subject lines and metadata. Improving CTR is the fastest way to boost conversions and sales.
CTR is calculated by dividing the number of total impressions by the number of clicks and multiplying by 100. For example, if an advertisement for sneakers generated 200 clicks and 1,000 impressions, the CTR is 20%.
Average click-through rates vary by industry and ad position. Generally, a good Google Ads click-through rate is 4-5% on search networks and 0.5-1% on display networks.
Conversion rate is also shown as a percentage. It reveals how many website visitors complete an action out of the total number of visitors.
This metric doesn’t just include sales—it’s any desired action that brings visitors closer to making a sale. For marketers, it is one of the most essential KPIs to track because it directly impacts revenue.
Conversion rates are calculated by dividing the total number of visitors to your website or landing pages by the number of goals completed. For example, if you had 30 conversions from 300 interactions, your conversion rate would be 3% (multiplying by 100 translates the figure into a percentage.)
A good conversion rate is between 2% to 5%, but again, this varies between industries. For instance, retail eCommerce typically has a higher conversion rate than the legal industry because it constantly attracts buyers. Consumers mainly tend to buy more retail items than higher legal expertise.
At Comrade Web Digital Marketing Agency, we always find out what the ideal conversion rate and click-through rate are for your industry, and implement appropriate conversion rate optimization measures to achieve it.
Good CRO Example:
A roofing company sets up a lead capture form in exchange for an eBook on DIY roof repairs. In the first week after launching the form, the company gains 1000 home page views and 50 new email addresses.
This means the conversion rate is 5%, which is decent according to the average conversion rate.
However, lower conversion rates are not always the result of poor conversion rate optimization. Factors like offer and revenue generation are also important. A luxury brand, for instance, might have a lower conversion rate, but then needs to sell fewer products to make a profit, whereas a store selling cheaper goods has to sell much more to attain high-profit margins.
What Do CRO Services Include?
Our conversion rate optimization services aim to provide value to every interaction your potential customers have with your businesses online. This includes everything from internet marketing analysis to website design.
UX/UI Analysis
We start by measuring how user-friendly your web design, and whether it’s designed with the buyer’s journey in mind. A/B testing and heat mapping inform us which elements encourage users to spend more time on your web pages, and which areas they avoid.
Once we know what works and what doesn’t we can tweak your website to keep more visitors on more pages for longer and provide a more satisfying user experience. This ultimately improves online engagement and leads to higher conversion rates.
Internet Marketing Conversion Analysis
Besides paid advertising, the only other way to attract your target audience to your website is through strategic content marketing. An in-depth analysis will help you understand what website content draws the most user engagement.
We’ll look at the types of content you’re creating, keyword usage, copy, and design to determine how successful they are in getting your target audience to act. Based on the results, our team will develop and implement a content strategy that attracts more qualified visitors.
Conversion Funnel Analysis
Conversion funnels typically flow from the awareness stage of a product or service, all the way to purchasing. An analysis maps the flow of website visitors through a specific set of steps that results in conversion.
It helps us understand where leads are dropping off their path to conversion and what percentage of website traffic makes it all the way through.
We use this analysis to find out your most valuable traffic sources and improve non-converting spots to ensure you’re investing your marketing spend in the right CRO efforts.
CTR Analytics
Click-through rates are highly variable across industries, businesses and marketing campaigns. Because they’re highly contextual, our internal team takes great care to analyze them in the context of your industry and advise action based on your niche.
With our detailed approach to CRO services, we can even analyze CTR in the context of your site’s conversion funnel, and narrow focus onto each stage of the buyer’s journey. Whether it’s paid advertising, social media activity, organic search results or email marketing campaigns, we’ll get to grips with how effective, clear and relevant your marketing is.
Lead Generation Form Audit
Lead generation forms are vital to customer acquisition and sales. Effectively capturing website visitor information and following up with drip marketing campaigns helps build a database of qualified leads that eventually become customers.
Our lead generation form audits review a range of factors from web design to value proposition, form fields, question relevance, personalization, and more, to measure how persuasive your lead capture forms are and where they need better conversion tactics.
A/B Testing
A/B testing (sometimes called split testing) involves comparing two versions of a web page to see which one is the better performer. Two web pages are shown to similar visitors at the same time.
Every business website wants visitors to convert from being mere visitors to something else. For e-commerce sites, this conversion is almost always a consumer making a purchase. The rate at which a website is able to do this is known as its “conversion rate”. Measuring the performance of a variation (A or B) means measuring the rate at which it converts visitors to goal achievers.
A/B testing enables an online business to make the most of its existing traffic. While the cost of acquiring paid traffic can be significant, the cost of increasing conversions is minimal. The return on investment of A/B testing can be massive because even minor changes made to a landing page or website can result in major increases in leads generated, and thus higher sales and greater revenue.
Our A/B testing service offers all this and more. We are committed to improving your ability to generate income by discovering how and why people are or are not converting from mere visitors to full customers. And we promise results.
How Long Do CRO Consulting Services Take?
True conversion rate optimization, like SEO, is never done because there are always improvements that can drive growth and improve ROI. Algorithms and consumer behaviour are forever changing, and so conversion rate optimization is continuously tweaked to meet the fluctuating demands of online environments.
As a professional CRO company, our preferred approach is a few months to a year or more. After comprehensive auditing, we conduct A/B testing, also known as split testing, to determine which combination of variables works best. Needless to say, it takes time to gather feedback and determine the marketing tactics that achieve optimal results.
Comrade Web Digital Marketing Agency doesn’t consider conversion rate optimization to be a once-off exercise. We’re committed to providing marketing services for the long haul, helping our clients to harness a fast-changing world and stay ahead of the competition.
