Web Analytic Metrics – Click-Through

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 28^th, 2017 from

http://www.webopedia.com/TERM/C/click_through.html

Partovi, S., (2016). How Email Marketing + Landing Pages Work Together to Get Awesome

Results. Campaign Monitor. Blog-Email Marketing.  Retrieved August 28^th, 2017 from https://www.campaignmonitor.com/blog/email-marketing/2016/01/how-email-marketing-landing-pages-work-together/