It’s not just about the clicks. Here’s why

Robbie Walsh

What is a click?

Clicks can help you determine how well your advertisements are doing. Clicks are counted even if a person does not land on your site.

Most people on a site by the very nature of it transfer to one another depending on where you can click. Imagine an ad with a headline asking for $100,000 to see it. That headline would only be seen by everyone on the system who can afford that amount of money.

What are the benefits to your website if your headline doesn’t work? After all, the very purpose is to drive visitors to your site. If your headline works, your visitors will click through to one of the pages on your website to see the information you are sharing. If it’s so good, it will work all by itself. However, if not, no-one will click through, then why bother? Sites with the highest traffic would link, and when linking, the likelihood that people linked to our site, the better, so the more you should link from one site to the other.

When there is a large list of actions it can be beneficial to hide those actions behind a click. This reduces confusion for a user and limits distractions. It can put a user off if there are too many options all in one place. For example, your menu drop down bar being present at all times.

A number of links from unrelated websites Increased the traffic for those websites. But increased customers for us as the visitors they refer to us are the same people who re-visit through our website.

If a page does not have any keywords, it doesn’t present a call to actions, and in fact, the visitor is forced to look for their order. This does not generate clicks. There should be little distractions and a seamless journey for consumers. 

In the case of a website which you are developing with a small budget compared to the budget you are running a business, you might be tempted to fill it with more advertising, especially if your advertising generates the right boost in visitor numbers.

The advertising can be redirected to other parts of a website, as if you have just a few pages to show your brand. So that your visitor can see the most important parts of your website and then finally purchase. 

A danger is that the visitor had not seen your ad and then left because it was hidden, hidden behind the payment or the page that didn’t load (cause less bandwidth, and the fact that it was not the best type of website…). Or went to that site and didn’t buy as information was misleading. 

First of all you should ask yourself:

Are my business advertising ideas, companies and services lagging, and what should I do to overcome this?

Your Purpose could be branding, or advertising, or both.

Set up a comparison site, or write an article or a book, there are many choices you can use, more than one way of course. Its essential to be relevant, not only for a customer. If your advertisements aren’t creating a positive correlation with your content, but you have a business known by words and this will work to generate more clicks.

Now to summarise

Instead of worrying about things like clicks which can be difficult to measure. More insight can be gathered from patterns in user behaviour. When testing usability, why not consider; whether users interact with promoted features, what terminology works best, was a link broken or do users like the design?

Whether a user is able to complete all tasks is an indication of a good website. A website should be straightforward and quick. Video evidence rather than reports are more impactful when it comes to clicks.

4 Comments

  1. Daniel Jones
    30 August 2019

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    • Daniel Jones
      30 August 2019

      Elit vitae enim lacinia semper. Cras nulla lectus, porttitor vitae urna iaculis, Melisandre tincidunt lectus. Brienne nec tellus sit amet massa auctor imperdiet imp vitae diam.

      • Daniel Jones
        30 August 2019

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  2. Daniel Jones
    30 August 2019

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