When it comes to getting customers to your website, you want to make that door is swung wide open. It’s easy to get preoccupied with refining every detail of your site or pouring time and energy into creating the perfect sales pitch for your product. But one of the most important marketing metrics you should be focusing on, should, in fact, be your click-through rate.
This will allow you to fine-tune your funnel from the very beginning. The catch with focusing on click-through rates? You want to figure out how to get the best return on your advertising and marketing investments.
You’ll first need to be able to track and evaluate current cost per click for your advertising efforts.
So what are a few ways that you can increase your click-through rates and decrease cost? Don’t worry; we’ve done the research for you.
1. Interactive Content
"When you make the content interactive, whether it’s text format or image format or anything like that, people will start learning more. Because they’re engaging. And that’s the key to helping people: it’s to make sure that they’re engaged." - Neil Patel
Interactive marketing can take many forms: quizzes, assessments, calculators, and interactive videos to name a few.
The best part about it? Not only 81% agree that interactive content grabs attention more efficiantly than static content, but that increase in attention means lower CPC rates for you.
Think about it. What is everyone’s favorite topic to talk about? (You would be hard-pressed to find someone who doesn’t like talking and learning about themselves.)
When you use interactive content, you are inviting your audience in with the promise of a no obligation reward.
“What type of jeans are best for your body type?”
“Try out your free loan calculator.”
“Shop by Personality OR Shop by Season”
Have you seen any post like this on your social media feed? Odds are there are brilliant marketers and business owners behind each of them.
If you can get more people to click on your ad, you’ll have better and more predictable numbers to work with when you begin makes tweaks further down the funnel.
Pro Tip: Take a look at the chart below to help you decide which types interactive content you should test at the top of your funnel.
Image by Content Marketing Institute
2. Offer Just One, Clear, CTA
Once you’ve confused your audience, you’ve already lost.
Your goal with your marketing efforts is to catch the coveted attention of your audience. It’s the thing you and all of your competitors are after.
Think about how quickly you scroll through your Facebook feed or what catches your eye on a billboard. The window for marketers to hit their mark is small, but there are things you can do to increase your odds.
When it comes to giving choices to customers, less is always more. More choices often cause fewer conversions. This applies to email CTAs too.
Getting more people to stop and view your ads with a clear, concise CTA is not only a great way to grab attention, but it’s also a great to make sure you’re getting the best bang for your marketing budget buck. HelpScout increased click-through rate by 17% by retaining just a single CTA in its email campaigns. In fact, Whirlpool was able to increase their click-through rates by 42 percent after limiting their CTA to just one.
The best part about making your CTAs more precise and inviting? It won’t cost you a dime.
Pro Tip: Need some creative inspiration? Hubspot has done us the courtesy of compiling all kinds of stellar call to actions that are totally clickable.
Google is your friend. If you find yourself in a creative jam, start googling some inventive examples to get the juices flowing.
3. Don’t Get Too Attached to Your Headline
The language you use in your headline is arguably more important than the language your use in the piece of content your audience is clicking through to.
Here’s what we mean: on average, 80% of your audience will see your headline and nothing else. So, statistically speaking only 20% of people will actually click through to your content.
Nailing your headline, your title, or your ad copy is crucial to increasing clicks while decreasing cost. Come up with 5-7 headlines before you post to social media, and try a few out to see which one is receiving the most attention.
Keep in mind that you need to give each title a fair shot. Yes, you want to pull or change your titles or headlines that aren’t producing but be patient to ensure you’re not pulling the plug too soon.
A general rule of thumb for testing? Test for at least seven days before making any changes.
It All Starts at the Top of the Funnel
We understand that there are many angles of your marketing game to tackle, but focusing on the top of your funnel will allow you to improve the rest of your funnel more accurately and effectively.
If you can get the most out of your marketing budget by increasing click-through rates, you will always see more sales. Even if you only have a 1% conversion rate on customers entering your funnel, if you get more people into that funnel, that 1% still means more sales.
If you want to talk about fun stuff, like funnels and customer conversions and CPC and PPC and inbound marketing, or just to say hey, we’re your people. We’re here to meet you where you’re at, and help you get where you need to go to reach your goals! Grab a time on my calendar here to explore marketing options for your business.