What is a Click-Through Rate and How Do You Increase It?2 min read


If you’re sending emails or running ads, you’ve likely noticed a metric called the click-through rate or CTR. This metric is individual to each communication you send customers. Click-through rates are essential to understanding how effective your advertisement or communication is. 

What is a click-through rate or CTR?

A click-through rate (CTR) is the percentage of people clicking on a link or call-to-action within a specific communication. The higher the click-through rate is, the more people clicked on a call-to-action that were sent a message.

What is a good click-through rate?

Click-through rates are on average 1.66% for ecommerce (Source: Hubspot). The higher your click-through rate is, the better. 

Email: The average click-through rate for email is 2.5%.

Facebook Messenger & SMS: The average click-through rate for Facebook Messenger and SMS is 43%.

How is a click-through rate calculated?

For advertisements (like Facebook ads):

[ clicks ÷ ad impressions ] x 100 = click-through rate (CTR) in percentage

For communications sent (like emails, Facebook Messenger, or SMS): 

[ clicks ÷ emails or messages sent ] x 100 = click-through rate (CTR) in percentage

Why is it important to increase your click-through rate?

The higher your click-through rate is, the more people are selecting your call-to-action. This means that if your conversion objective is for your audience to make a purchase from the call-to-action, increasing your click-through rate can increase the conversions that lead to purchase. 

How to increase your click-through rate or CTR?

The fastest way to increase your click-through rate or CTR is to use channels that have traditionally higher click-through rates. For example, expanding your messages from email with 2.5% average click-through rates to Facebook Messenger or SMS which has 43% average click-through rates.

Beyond expanding channels, click-through rates can be largely impacted by your call-to-action’s placement in the advertisement or message, the language of the call-to-action, or the what the message is altogether. Once you’re using channels with the highest click-through rates, you can test the copy and call-to-action to see what works for your audience. 

Get Started Today

You can get started with Facebook Messenger or SMS (43% average CTR) today:

The 250+ Page Playbook on Facebook Messenger & SMS Marketing for Ecommerce

Fast-growing DTC brands implementing this playbook have connected with 18x more customers, doubled their 7-day ROAS, recovered 5x more abandoned cart revenue & increased AOV 25%.


This article was originally published by our friends at OctaneAI.

About the author

Steve Hutt

I'm obsessed with entrepreneurship, commerce, and Shopify. If you have the desire to implement what's working today for direct-to-consumer brands on Shopify, I'm excited you're here! Get the Shopify help you need. This industry blog and podcast is my digital brain where my guests and I share cutting-edge marketing strategy, must-have Shopify apps, and marketing platforms that will help you build and scale lifetime customer loyalty. To do this, I'm part of the Merchant Success Team at Shopify Plus and host of the eCommerce Fastlane Podcast.