Submitted by Jeremy Palmer on Mon, 07/14/2008 - 19:58.
There is no correlation between your ad's click-through rate (CTR) and conversion rate (CR). You can improve your CTR, which will get you more clicks, but those clicks may be less qualified. In some cases a lower CTR results in a better CR because the customer is more qualified.
I would write an ad that explains exactly what they can find on your site. Don't try to optimize for clicks, try to increase your conversions.
Submitted by Jeremy Palmer on Tue, 07/15/2008 - 13:05.
I think I understand your question better now. I misread your post and thought you were referring to your PPC ad.
The landing page CTR to your merchant went up, but your CR went down? That's interesting. You would think your CR would hold steady.
First, it's important to discover why your CTR went up. Did you change the button? Did you change the copy in your call to action? Perhaps the offer sounded more compelling, but the reality didn't match the expectations?
If you simply made the call to action more visible and your CR went down that would be problematic. Did the merchant recently make a change on their site? Maybe a test purchase will reveal a change to their shopping cart?
Let us know what you find out. I would be interested to know what contributed to the drop.
Can we review your landing page?
Can we review your landing page? That would be helpful.
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There is no correlation
There is no correlation between your ad's click-through rate (CTR) and conversion rate (CR). You can improve your CTR, which will get you more clicks, but those clicks may be less qualified. In some cases a lower CTR results in a better CR because the customer is more qualified.
I would write an ad that explains exactly what they can find on your site. Don't try to optimize for clicks, try to increase your conversions.
Best,
Jeremy
Thanks Jeremy &
Thanks Jeremy & Danlifeisfun, got it.
But i thought Merchant’s conversion rate is out of our control,right? (I got it from BlackInk1 session16_MeasuringandAnalyzingYourTraffic)
I think I understand your
I think I understand your question better now. I misread your post and thought you were referring to your PPC ad.
The landing page CTR to your merchant went up, but your CR went down? That's interesting. You would think your CR would hold steady.
First, it's important to discover why your CTR went up. Did you change the button? Did you change the copy in your call to action? Perhaps the offer sounded more compelling, but the reality didn't match the expectations?
If you simply made the call to action more visible and your CR went down that would be problematic. Did the merchant recently make a change on their site? Maybe a test purchase will reveal a change to their shopping cart?
Let us know what you find out. I would be interested to know what contributed to the drop.
Best,
Jeremy