Sep 04

Click-Through to Better Results

Your online business’s click-through rate is terrible.

Did I strike a nerve? Well, if you had a click-through rate (CTR) that was thriving, then you wouldn’t have clicked. But, you’re here. All the while wondering 1 of 2 possible things: how can I make my click-through rate better and/or what’s a click-through rate. Don’t worry, my friends; Fastline Digital has answers.

Let’s say you’re the top dog and you think I don’t know what I’m talking about today. That’s fine. However, did you know that the #1 result for most Organic Google Searches only has a Click-Through Rate of 31.73%? Nearly 1 out of 3 clicks sounds pretty good to the old marketing veterans. But, what about everyone else? Heck, how do we know that the 31% of clicks we got were qualified?

Search results, ctr and you!

Moving up even 1 spot in search results can increase a CTR by 30.8%, yet that comes with a caveat. If you’re moving from 39 to 38, it’s not that big of an improvement. The same holds true for going from 10 to 9. But, a position 3 to 2 jump is gigantic. So, how do you make that happen?

Look at the headlines and title tags for your content. Grab your best H2 style header and read it aloud. Did anyone notice you or could you even muster up the gusto to proudly exclaim your selling points? Some of us even use titles that are still too long. That’s right, some of us think people still have attention spans in 2019.

Titles that contain emotional sentiment get attention. I don’t mean writing a Buzzfeed style headline or title that will make people weep. What I mean is taking a strong pro or against position on anything. Customers want to know you care about Product/Service X, Y or Z. You know what works better than emotional sentiment? Asking a question in your titles.

mouse click-through rate

Who has the answers?

When you ask a question online, most searchers believe that the business has the answer. While that might not always be the case, it’s a way of leading customers to a certain point. After all, what is the point behind enhancing your click-through rate, if not to get people to click-through? Some might consider that to be a bit under-handed, but that’s not the case. After all, is it underhanded for a grocery store to prime the locale’s layout to meet your structured desires based on need?

Don’t believe me, head to Wal-Mart, Target, Krogers, etc and look at what almost always greets you upon entering? It’s either Produce or a Bakery. Why is that? Well, those are the items that are highly perishable. Their shelf life is incredibly short, and the business must move those products awfully fast.

Your website is another business location

Your website is yet another location for your business. When customers visit your site, they must automatically be directed to the most immediate items. If not, then you run the risk of people bouncing off your site. I know that people love analogies, so let’s try this one. If you were running a bakery, you would want to fresh cakes on display. Not cakes from 3 weeks ago. A fresh whiff of a rotten Red Velvet Cake will either keep people from coming in the front door or turning around as soon as they enter the place.

When addressing your business website concerns, you must keep that analogy in mind. Your best foot forward is enticing audiences with your best product, then bringing them into satellite offerings. The longer they stay in your business, the greater chance you have at making a conversion. Ultimately, everything hangs on a concept that I love teaching to clients.

What's the levenshtein distance?

The Levenshtein Distance is the distance between two words. Yes, it’s a real thing discovered by a Soviet academic in the mid-1960s. The Distance is a mathematical expression that shows you how to optimize words and phrasing to get a desired effect. What was once abstract math in 1960s Russia has now become next-level thinking in the marketing world of 2019.

Look at the URL of your best-selling product. Examine the phrasing in the URL. Now look at your title. How different is the title from the URL? If you had to rely on just one to sell your product, would it work? If you have reason to doubt, then you need a metric like the Levenshtein Distance.

The Distance in terms of online marketing is a way of best search matching. A page’s URL is used by most search engines to find a best match. That means if you’re selling Indiana Snow Shoes and the URL is…. you’re in a better position to rank. If that sounds far-fetched, then let me tell you about the battle over title length. Industry titan plugins such as Yoast and Rank Math have constant battles over what is the correct title length to rank on Google.

Correct title lengths

Yoast can peg you as low as 69, while Rank Math caps out at 75. The catch is no two websites will rank exclusively on those arbitrary terms. But a purposeful title combined with URL and title match will make ranking a lot easier. At this point, your mind must be racing. How can there be more criteria that influences how many people click-through to my site. Well, I’ll leave you with this simple breakdown.

How to Improve Click-Through Rate

  • Try to keep your title under 40 characters. The extreme maximum should be 70.
  • Emotional titles have a higher organic click through rate than most.
  • Bracketed post clarifications perform 38% better than non-bracketed.
  • A page’s URL is one of the major factors for a search engine determining best search match.
  • When all else fails, remember the Levenshtein Distance.
  • The Distance states that when you optimize a specific query to a title tag and URL, you will always increase click-through.

Come back next time, when Fastline Digital concludes its trilogy of articles about clicks. After that, we’ll do something fun about the start of Fall or Halloween. Comment below and pick which works for you.

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