How to Increase Click-Through Rate: 5 Ways to Drive More Conversions
If you want to drive more customer engagement with your brand, you need to know how to increase click-through rates.
Whether it’s in your emails, ads, website copy, social media, or other digital marketing efforts, you need your content to resonate with audiences and inspire them to take action. You need the audience to click-through to learn more about you and take steps to do business with you.
Let’s look at what you can do to increase click-through rates in your digital marketing materials.
What’s a Click-Through Rate (CTR)?
A click-through rate, or CTR, is the number of clicks a piece of digital content receives divided by the number of people who saw it. A click-through rate can be related to a variety of content types.
Click-through rate is a metric related to:
- Paid search ads (Google Ads)
- Organic search results
- Paid social media ads
- Organic social media posts
- Display advertising
- Email marketing
- Text marketing
- Landing pages
You may find even more places where click-through rates help you assess the performance of your marketing initiatives and content creation. In this guide, we will focus on the most used types of click-through rates.
What’s a Good Click-Through Rate?
To set a benchmark for click-through rates, consider a few things. First, look at specific click-through rates for your type of content.
Here are a few average CTRs as they relate to the types of content most often measured for click-through rates.
- Google search ad average CTR: 2% (Wordstream)
- Email marketing average CTR: 3.75% (Multiple sources)
- Text marketing average CTR: 6.15% (TextAnywhere)
- Social media ad average CTR: 1.3% (Statista)
Next, look at click-through rates as they relate to your industry. Click-through rates may range widely based on industry, so research your vertical to set the most accurate CTR benchmarks.
Related: A Google Ads Starter Guide for Small Businesses
What Affects Click-Through Rate?
While each type of digital content will have unique factors that impact CTR, there are some factors that impact click-through rates for all types of content. When attempting to increase click-through rates, consider these aspects of your campaigns.
- Audience targeting
- Relevancy and timing
- Audience engagement
As we go through some ways to improve click-through rates, keep these elements in mind as they can help you identify more specific ways to drive more clicks.
Related: 5 Common Google Ad Mistakes That Businesses Make (& How to Avoid Them)
5 Ways to Improve Click-Through Rate (CTR)
Whether you're looking to improve click-through rates in your Google search ads, email marketing, display ads, or something in between, these tips should help you drive more audience engagement.
#1) Improve your targeting.
If you want more people to engage with your content, put it in front of the right people at the right time. Here are a few places to improve your targeting.
- Audience: Target the right people based on ideal customer characteristics and what you already know about them. Use customer data platforms to learn about individual customers to deliver them the most relevant content.
- Placement: Put your content on the platforms and in the places where your target audience spends time and is most likely to come across your messaging at the right moment.
- Timing: Get in front of your ideal audience at the right time. Choose delivery times based on time of the day and when you think your audience is most in need of your content, message, or offering.
- Keywords: When specifically aiming to improve click-through rates for Google search ads, conduct keyword research to identify the terms and phrases that your audience uses most often.
#2) Improve your content.
Audiences will be far more likely to click on content when it offers them what they want and need. If you want to boost CTRs, consider how you and improve your content to make it more useful, relevant, and high-quality.
- Create better, more compelling offers and sales propositions.
- Use stronger headlines.
- Provide more interesting and valuable content.
- Utilize better, higher quality imagery.
- Utilize personalization and hypertargeting
- Address audience hesitations.
#3) Deliver clear call-to-actions.
It will be difficult for your audience to do what you want if you don’t clearly tell them how to take the next step. If you want to boost CTRs, utilize clear call-to-actions (CTAs) that tell audiences exactly what you want them to do (and why it will benefit them).
Don’t overload audiences with options. Include one or two clear CTAs that give clear directions on what they should do next and what to expect after. (Click here to join our email list. Visit our website to make a reservation now. Claim your offer before it expires.)
#4) Create a natural funnel.
As you build out content that asks audiences to click-through or take action, create a cohesive story and funnel from beginning to end.
If you make a promise, keep it. Don’t tease content, an offer, or an idea that you don’t deliver later in the funnel. For example, don’t create a subject line with a tease for an offer that isn’t included in the email body.
Match messaging at each stage. Continue with the same sales points throughout your copy. If you target the keyword “shoes for women,” don’t lead the audience to a page with shoes for kids or men.
#5) Run A/B tests.
All of the tips in this post are best practices -- but that doesn’t mean they will be your best practices. All brands have unique offerings, audiences, and goals. Use these tips to get started, but continue to hone in on what will work best for your brand by running A/B testing.
Try new things. Run multiple versions of ads, deliver them across multiple platforms, and track your results to identify what works and what doesn’t. Based on what you learn, optimize your content and ads to produce higher and higher click-through rates.
Related: How We Optimized Google Search Ads To Double Results and Cut Costs in Half
Increase Click-Through Rates & Drive More Conversions
More clicks means more chances to drive audiences to do business with you. Use these tips to increase click-through rates for your ads, email and text marketing, as well as your organic social posts and landing pages.
If you need more specific advice about how to drive more action through your marketing copy, let’s talk. MyArea Network specializes in helping brands use content to connect with audiences at the right place, at the right time, with the right messaging.
See how we can help you improve your click-through rates. Schedule a free intro call with our team today.