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The Ultimate Guide to Understanding Click -Through Rate for ecommerce

Click-through rate (CTR) is one of the most important metrics for measuring eCommerce store performance. It’s a measure of how many people click on an ad, which can help you evaluate how well your ads are resonating with your target audience.

In this guide, we’ll cover what click-through rate is and how you can use it to improve your eCommerce store. We’ll also share some tips for improving your CTR and give examples of how you can use the data from this metric to drive more sales.

Table of contents


What is Click-Through Rate (CTR)?

The Click-through rate is the percentage of users who click on an ad. It’s a measure of how well your ads are performing and can help you determine whether or not your campaigns are effective.

For example, if you were running an online store that sells office supplies and wanted to promote new pens in your weekly newsletter, a click-through rate of 5 percent would mean that 1 out of every 20 people who received the email clicked on the link to learn more about these pens. The same is true of advertising on other platforms, such as Facebook or Instagram.

How to calculate Click-Through Rate?

The first thing you need to do before you can determine whether a clickthrough rate is good or bad is figure out how it's measured. There are two metrics you need to measure clickthrough rate:

  • The total number of clicks
  • The total number of impressions

The number of clicks divided by the number of impressions = clickthrough rate

Clicks refer to the number of times your ad was clicked on by users. Impressions are a count of how many times your ad appeared on the page.

You can calculate the clickthrough rate based on impressions by dividing clicks by impressions and multiplying the result by 100.

For example, if you had 100 clicks and 1,000 impressions, then your clickthrough rate would be 10%.

Why is Click-Through Rate Important in Ecommerce?

Why is Click Through Rate Important in Ecommerce?

The click-through rate is a key metric to monitor when you’re running an ad campaign. It tells you how many people are clicking on your ads, which is important because it means they’re interested in what you have to offer.

The higher the CTR, the better your campaign performs and the more likely it is that users will convert into customers (or leads). If you’re seeing low click-through rates, it’s likely that your ads aren’t resonating with users and should be modified accordingly.

What is a Good Click-Through Rate for Ecommerce?

When you set up an ad campaign, whether it's on Twitter or Facebook, or Google Adwords, the goal is always to get clicks. However, depending on factors like your industry and platform type—e.g., social media vs search engine marketing —your clickthrough rates will be different.

A good clickthrough rate for eCommerce is one that drives the right kind of traffic to your site. For example, if you're targeting a broad audience and want them to sign up for your newsletter, then a 3% clickthrough rate may be acceptable.

But if you're looking for sales from an ad campaign, then you'll likely want a much higher conversion rate.

Generally, a good CTR for any eCommerce marketing channel in 2022 must be greater than the average CTR of the channel. Anything lower means you’d need to pause and strategize your marketing campaign. 

Here are the average CTR of some eCommerce marketing channels in 2022:

  • The 2022 average CTR for Ecommerce Facebook ads is 0.90%
  • Good CTR for Google Search ads is 3.17%

  • Good CTR for Google Display Ads is 0.46%
  • Email marketing CTR is around 2.3%
  • Instagram Feed Ads CTR is 2%
  • Good CTR for Instagram Feed Ads is
  • Snapchat Ads CTR is 1.5%
  • The average CTR for Youtube Ads is 0.65%
  • TikTok Ads CTR is 1.0%

Good Click Through Rate for Ecommerce

What are the CTR Benchmarks?

Clickthrough rate (CTR) benchmarks differ depending on the marketing platform and the industry type. Different industries have different expectations for CTR, and each platform has its own benchmarks.

For example, Facebook’s average CTR benchmark across 18 industries in 2022 is 0.90%. In comparison, LinkedIn’s average CTR benchmark is between 0.44%-0.65%.

In addition, You can expect a higher clickthrough rate for search engine ads than for social media ads.

Since different industries have different average clickthrough rates, some industries have higher benchmarks than others. The goal is to beat the industry average of your market, which will help you to stand out from other advertisers on that platform.

What Should You Do If Your Click-Through Rate Is Low?

As an eCommerce store, your marketing ads and campaigns must generate sufficient click-throughs to maximize your sales through the Internet. If your click-through rate is low, however, it might be time to consider a few strategies that will boost your sales.

8 ways to improve the Click-Through Rate for your eCommerce marketing ads

  1. Use Emotion-Driven Marketing
  2. Use Relevant Keywords and SEO practices
  3. Optimize Landing Page Design
  4. Optimize Call to Action (CTA) Copy
  5. Use Specific and Descriptive Headlines
  6. Use Video Content in your marketing campaign
  7. Use Social proof and Create Urgency
  8. Optimize and Test Different Ads

Improve CTR

1- Use Emotion-Driven Marketing

The goal of all marketing campaigns is to sell products. However, many marketers make the mistake of assuming that their customers are rational beings who always make rational decisions. In reality, however, people are emotional creatures who often act on impulse rather than logic.

For this reason, it’s important for eCommerce marketers to use emotion-driven marketing tactics that will maximize conversions and increase clickthrough rates. Emotion-driven marketing uses emotional triggers, such as humor and storytelling, to attract more attention from potential customers. 

For example, if you’re selling a product for people who are going through a difficult time, such as divorce or job loss, it’s important to show them that you understand their pain and suffering. This can be done by using words and images in your marketing materials that convey compassion and empathy.

2- Use Relevant Keywords and SEO practices

Using keywords that are related to your business and the products and services you offer is extremely important. This helps ensure that you’re showing up in search engine results pages (SERPs) for searches of those terms. 

If a potential customer is searching for brown leather shoes, and your ad is showing up for a search on brown leather wallets, then it’s unlikely that they will click on it. Use relevant keywords that are related to your business and the products and services you offer. The more relevant the keywords you use, the better your clickthrough rate will be. 

It’s also important to take SEO practices into account when creating eCommerce marketing ads. Some eCommerce SEO practices that will increase your clickthrough rate include: 

  • Using your brand name as a keyword
  • Using long tail keywords that are relevant to your brand and products
  • Including the URL in your ad copy
  • Adding an image that matches the theme of your ad-Using specific search terms in the ad copy to match your product or service
  • Creating ads based on what you know about your customer and their needs 
  • Using target keywords from your customer’s search history to create a relevant ad
  • Making sure that there is a high relevance between the user query and your brand 

This will help increase the clickthrough rate for eCommerce marketing campaigns.

3- Optimize Landing Page Design

landing page

The landing page is the first page that visitors see when they click a link in your ad campaign. It’s important to optimize this page for conversions, meaning that it must get visitors to perform specific actions such as filling out a form or making an online purchase. 

Make sure that the website is not cluttered with too many images, videos, or text. Instead, focus on creating a clean, simple and engaging page that will appeal to your target audience. 

In addition, make sure that your landing page and website generally is mobile-friendly. Mobile traffic has been steadily increasing in recent years and will continue to grow as more people use their smartphones to browse the internet. If your website isn’t optimized for mobile devices, it can lower your clickthrough rate by as much as 40%.

4- Optimize Call to Action (CTA) Copy

The goal of every eCommerce marketing ad is to generate a click. That’s why you should always optimize the CTA copy for each campaign.

The CTA is the button that people click on to take them to your landing page. It should be clear, concise, and easy for your audience to understand. It should also reflect the theme of your ad and the specific products that you are targeting with your campaign. It also needs to be actionable so that visitors know exactly what they need to do when they arrive at your site. 

Finally, the CTA should be a specific call to action, not just a vague statement. For example, instead of “Buy Now” or “Learn More,” you could use something like: “Get Your Discounted Tickets Here.”

5- Use Specific and Descriptive Headlines

Headlines are one of the most important aspects of your marketing ad. It’s what draws people in and makes them want to click through to your website.

Use specific and descriptive headlines that clearly state the main benefit of clicking on that ad. The more specific you can be, the better it will be for your click-through rate. Some examples of specific headlines for ecommerce are:

  • “Save 20% on your next order”
  • “Get a free bottle of our new body wash when you sign up for our newsletter.”
  • “Free Shipping on Orders Over $50”
  • “$10 Off Your Next Purchase”

It’s also important to test different variations of your ad headline to find out which ones perform best in terms of clickthrough rate. Try using different keywords, writing compelling headlines, and describing benefits rather than features.

6- Use Video Content in your marketing campaign


In today’s highly competitive market, video content is one of the most effective ways to stand out from the crowd. In fact, research shows that people who watch videos are more likely to click through an ad than those who don’t. 

Video content is more engaging than text, and it can help you stand out from the crowd. If your eCommerce store sells products that are difficult to explain in words, video is a great tool for you.

A short video explaining how your product works or why it’s better than similar ones on the market might be just what you need to boost your click-through rate.

7- Use Social proof and Create Urgency

When you use social proof in your marketing ads, you’re showing potential customers that other people have already purchased your products. This can help reduce any hesitation they might have about making a purchase and increase the likelihood of them clicking through to your website. 

For example, if you sell beauty products, you might use a testimonial from a customer who was happy with the results they got from using your product. You could also include social proof in your ad copy by saying something like, “More than 50,000 people have already purchased this item!”

Creating urgency is another way to improve your clickthrough rate by offering discounts or other incentives for those who act quickly.

8- Optimize and Test Different Ads

While you may be focused on optimizing the performance of your website and landing pages, you should also take some time to optimize and test different ads. 

The more data points you have, the easier it will be for you to pinpoint what works best in terms of content, images, and text. Test different messaging, calls to action, and formats.

Try running a few variations of your ads and see which ones perform best by tracking the click-through rate for each one. Then use that information to optimize your ad campaign based on what works best for your audience.

How Can AI Help You Improve CTR For Your Ecommerce Business?

There are many different ways that you can improve your click-through rate (CTR) as an eCommerce business. For example, we’ve talked about creating engaging headlines and designing split tests for ad elements. But bringing everything together into one cohesive strategy may not be feasible as an active eCommerce store.

However, one resource you can leverage is AI and machine learning platforms that have been designed to help you optimize your ad strategies.

The key is to use the data that these platforms provide to inform decisions about what content, copy and design elements work best for specific audiences.

For example, you can use an AI platform like ConvertedIn to create a personalized ad campaign that’s built around your customers’ interests and behaviors. You can then use this information to optimize your ads based on what works best for your audience. This will help you improve your click-through rate (CTR).

ConvertedIn uses machine learning algorithms that are able to identify patterns in your data and suggest ways that you can optimize your campaigns.

Convertedin can help you find the best performing ad copy and images to increase your CTR by up to 50% over traditional manual ad optimization methods.

Start increasing your ecommerce with a free demonstration!