Click Rate
Term #32
The percentage of recipients who clicked a link. Average: 2-3%. A CTOR (click-to-open rate) of 10-15% is a good target.
In practice
Click rate is a 'strength index.' Opening without clicking means the offer wasn't clear, the link was hidden, or there were too many links.
Common misconception
'More links mean more clicks.' One clear CTA beats 10 links. Focus beats abundance.
How to fix it
Low? (1) a large button, (2) one prominent link, (3) urgency before the CTA.
Example
An electronics store: a newsletter with 6 products had a 1.1% click rate. A 'one standout product' newsletter got 3.8%.
Priority
Track CTOR — more accurate than click rate.
Related terms
Keep learning. Metrics that touch the same area:
- Open RateAnalyticsThe percentage of recipients who opened the email. Average: 20-25% in eCommerce.
- Landing PageMarketingA dedicated page for a campaign, focused on one goal. No distracting navigation, one clear CTA.
- ConversionAnalyticsA desired action a visitor takes — a purchase, sign-up, form submission. The basis for measuring marketing success.
- Conversion Rate (CR)AnalyticsThe percentage of visitors who completed a desired action. Average: 1-4% for purchases, depending on category.
- ATC – Add To CartAnalyticsThe action where a visitor adds an item to the cart. Average ATC rate: 8-10% of product page visits.
- Cart AbandonmentAnalyticsA customer added an item to the cart but didn't complete the purchase. Average: 70-75%. One of the biggest opportunities.
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