What’s the Most Important CRO Metric? (Hint: Not Conversion Rate)

On July 5, 2016
19

There's no shortage of ways to measure the success of your conversion rate optimization (CRO) efforts. But one metric is more important than all the rest.

I know what you're thinking. Conversion rate is the most important CRO metric you should track, right? Duh? Seems like a no-brainer.

Actually, no.

In my opinion, there's an even more important metric you should be paying attention to; Click-through rate (CTR) is THE most important conversion metric.

I’m not crazy. Here are three reasons why.

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PPC Ad Testing to Maximize Conversions

On September 15, 2010
2

The goal of PPC ad testing is to increase your click-through rate (CTR) and/or your conversion rate (CVR). Focusing on CTR should result in more traffic to your site, but it could be at the expense of your CVR. On the other hand, focusing on conversion rate should improve the quality of your traffic, but could hurt your CTR and reduce the number of potential customers visiting your site.

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What's a Good Click-Through Rate (CTR) for PPC?

On April 26, 2010
26

Click-through rate, or CTR, is hugely important for advertisers. In most PPC platforms, including Google AdWords and Bing Ads, your CTR helps determine both your ad rank and your cost per click. The higher your CTR, the better your ranking and the lower your costs.

Click-through rate is the percentage of total ad views that result in clicks, and it is one of the key factors in Google’s Quality Score formula. Google uses Quality Score to determine both your ad position and actual cost per click.

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