Click through can be
defined as “In Web analytics and advertising, click-through is the process of a
visitor clicking on a Web
advertisement and going to the advertiser's Web site.” (Beal, n.d.). Mainly
retailers utilize click through to measure the effectiveness of their
advertising campaigns through forms such as social media, email, and any form
of online advertising. Click-through can immediately measure the effectiveness
of your advertising campaign by measuring the number of visitors to your site. Not
only is click through effective through online mediums it is also effective
through mobile applications.
For example, email click throughs are very important as a
company spends time, money, and resources to create effective email campaigns
in order to gain click throughs and potentially encourage your customer to make
a purchase. The company creates the email, partners with the vendor or budgets to
pay for the emails, aligns with specific times of the year to send the emails not
to mention they analyze their existing customer base in order to segment who the
particular emails are sent to. All those efforts combined are executed to create
a compelling marketing campaign in hopes to persuade the customer to click through
and visit their site and potentially make a purchase.
I have
made the connection that landing pages and click throughs are often related in instances
when the messages match. When a customer is sent an email and then taken to a landing
page where the messages are congruent and the action is simple it is far more likely
for the consumer to make a purchase. Per Partovi, “When a subscriber clicks on
an offer in an email and is taken to a landing page, he or she is focused on
one task and one task alone. That increases the likelihood of a subscriber
following through with the action. What happens if there isn’t a specific
landing page for an email offer? Most likely the subscriber is taken to the
homepage, or a product page and has to figure out how to take action.
Of course, your homepage is also
full of a dozen other links, tab, and images. These things can be distracting
to this particular subscriber who just wants to follow through with the action
outlined in the email. That’s why landing pages are so effective. They
cut through the clutter. A subscriber is less likely to get sidetracked, or
confused because he or she arrives on a page that focuses on the offer from the
email and allows him or her to take action.” (Partovi,2016).
References
Beal, V., (n.d.). Click-Through. Webopedia. Retrieved August 28th,
2017 from
Partovi, S., (2016). How Email
Marketing + Landing Pages Work Together to Get Awesome
Results.
Campaign Monitor. Blog-Email Marketing. Retrieved August 28th, 2017 from
https://www.campaignmonitor.com/blog/email-marketing/2016/01/how-email-marketing-landing-pages-work-together/
