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What is Click Through Rate? And How to Improve Yours

Published 04 Jun 2022 by Chris Glover, CANDDi
Read this in about 5 minutes

Click through rate (CTR) is a metric that measures the number of times a user clicks on a link or call to action (CTA) on your website. A high CTR indicates that users are interested in what you have to offer and are more likely to convert into leads or customers.

Click through rate equation

Why is a CTR Important?

Your click through rate is one of the most important metrics to track because it tells you how effective your ad, landing page, or email campaign is. A high CTR means that people are interested in what you have to offer, while a low CTR can indicate that your ad isn’t relevant to your target audience or that your landing page isn’t effective. It also means that users are more likely to take action on your website, whether that’s signing up for a newsletter, downloading a white paper, or making a purchase.

What is a Good CTR?

There is no one answer to this question because the ideal CTR will vary depending on your industry, business goals, and the type of website you have. Generally speaking, a CTR of 1% or higher is considered good, while a CTR of 5% or higher is considered excellent.

Click Through Rate Formula

The CTR formula is simple: CTR = (Number of clicks / Number of impressions) x 100 For example, let’s say your ad received 1,000 impressions and 10 people clicked on it. Your CTR would be 1%.

9 Ways to Improve your CTR

There are a number of ways you can improve your CTR, including:

1. Use Persuasive Language in your CTA

Your CTA should be clear and concise, with persuasive language that entices users to click. Try using actionable words like “discover”, “learn” or “find out now”.

2. Use Images or Videos in your CTA

A well-designed image or video can be more effective than text alone in getting users to notice and click on your CTA.

3. Place your CTA in a Prominent Location

Make sure your CTA is visible and easy to find on your website. A good rule of thumb is to place it above the fold, or in other words, on the part of the page that users can see without scrolling.

4. Use a CTA Button

CTA buttons are attention-grabbing and can help improve your CTR. Be sure to use a color that contrasts with the rest of your website design, and make the button big enough to be easily clickable.

5. A/B Test your CTAs

One of the best ways to see what works and what doesn’t is to test different versions of your CTA. Try changing the text, image, or placement on your website and see how it affects your CTR.

6. Write Effective Meta Descriptions

Your meta descriptions are the brief descriptions that appear beneath your title in the search engine results pages (SERPs). An effective meta description should be around 155 characters and include your keywords. Meta descriptions are an important factor in CTR, so it’s important to take the time to write good ones.

7. Create Posts With Images

Images are another important element in improving your CTR. A study by BuzzSumo showed that articles with an image every 75-100 words received double the number of social shares as articles with fewer images. Images can also help break up text and make your posts more visually appealing, both of which can encourage users to click through.

8. Use Descriptive Title Tags

Your title tags are the words that appear in the search engine results pages (SERPs) as the title of your post. A descriptive title tag can help improve your CTR by giving users a better idea of what your post is about before they even click through.

9. Optimize Your Posts for SEO

SEO can be a complex and ever-changing topic, but there are a few basics you can do to make sure your posts are optimized for the search engines. Start by including relevant keywords in your title tags and meta descriptions. You should also focus on creating high-quality content that is relevant to your target audience.

Organic CTR vs. Paid CTR

Organic CTR is the percentage of people who click on your listing in the search results. Paid CTR is the percentage of people who click on your ad.

The average organic CTR for all industries is 2.9%. The average paid CTR for all industries is 0.77% Generally speaking, a higher CTR is better because it means that more people are interested in what you have to offer. However, there are a few exceptions to this rule. For example, if you have a low CTR but a high conversion rate, it may mean that your target audience is particularly interested in what you have to offer.

How to Analyze your CTR

When you’re looking at your CTR data, it’s important to keep a few things in mind:

  1. The average CTR for your industry,
  2. The average CTR for different types of ads,
  3. The average CTR for different devices,
  4. The average CTR for different times of day,
  5. The average CTR for different days of the week.

Once you have a good understanding of the averages, you can start to look at your own data to see what’s working and what isn’t.

How CTRate Impacts Your Ad Rank and Quality Score

Your CTR is one of the major factors that affect your ad rank, which is the position your ad holds on the search engine results pages. A higher CTR usually leads to a higher ad rank, because it signals to Google that your ad is relevant and interesting to users.

Your CTR also affects your quality score, which is a measure of the quality and relevance of your ad. A high quality score leads to lower costs per click and can help you improve your ad position. Improving your CTR is one of the best ways to improve your quality score.

In summary, your CTR is a major factor in both your ad rank and quality score . Therefore, it’s important to focus on improving your CTR if you want to improve your position in the SERPs.


Click through rate is an important metric to track for your website’s success. By understanding what a good click through rate is and how to improve your CTR, you can ensure that more of the right people are seeing your content.

At CANDDi, we help you track and identify the people who are visiting your website so that you can focus on improving your click through rates and driving more sales.

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