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Demand generation
Build your channel strategy and optimise each channel, so you grow traffic strategically without burning budget.
Click-through-rate
The percentage of impressions that result in a click to your website or landing page.
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The percentage of impressions that result in a click to your website or landing page.
Click rate measures how many people click on your content after seeing it. It is calculated by dividing clicks by impressions and multiplying by 100.
A click rate of 2% means that for every 100 impressions, two people clicked through to learn more.
Click rate tells you how compelling your message is. A low click rate means your headline, ad creative, or email subject line is not grabbing attention. A high click rate means your hook is working.
Different channels have different benchmarks. LinkedIn ads might average 0.5% click rate while a well-targeted email campaign could hit 5% or higher. Compare your click rate to channel-specific benchmarks, not across channels.
Click rate is the bridge between visibility and traffic. You can have millions of impressions, but if nobody clicks, those impressions are worthless. Improving click rate is often the fastest way to increase traffic without spending more on ads.
Click rate connects your visibility to your website traffic. It answers a simple question: of all the people who saw your message, how many cared enough to click?
This metric applies across channels. Ad click-through rate, email click rate, organic post engagement. The principle is the same. You showed something to someone, and you want to know if it worked.
audience is seeing you but not responding. That means your hook, headline, or offer is not compelling enough.
Improving click rate has a multiplier effect. If you double your click rate, you double your traffic without increasing ad spend. That makes every euro you spend on impressions more efficient.
Click rate also helps you diagnose problems. If traffic is down but impressions are stable, the issue is click rate. If click rate is stable but traffic is down, the issue is impressions. Knowing this tells you where to focus.
Calculate click rate for each channel separately:
Click rate = (Clicks / Impressions) × 100
Track this weekly. Look for trends. A declining click rate means your creative is getting stale or your audience is fatigued.
To improve click rate:
Run A/B tests with one variable at a time. Test headlines first, then images, then calls to action.
A SaaS company runs LinkedIn ads with a 0.4% click rate. They test a new headline that leads with a specific pain point instead of their product name. Click rate increases to 0.7%, nearly doubling their traffic.
A sales team sends cold emails with a 2% click rate. They test subject lines that ask a question versus subject lines that make a claim. The question format wins with a 3.5% click rate.
A consultant posts on LinkedIn with an average 1.5% click rate on posts with links. They test opening with a bold, contrarian statement. Click rate jumps to 2.8% because the hook stops people scrolling.
Build your channel strategy and optimise each channel, so you grow traffic strategically without burning budget.
Stop guessing what messages will resonate. Map the beliefs people need to hold at each stage of their journey from unaware to ready-to-buy.
Calculate volume needed, map campaigns to belief stages across channels, then test and scale winners using more/better/new whilst killing underperformers.
Structure creative testing within campaigns using message angles, formats, and hooks. Document what works per segment to compound learning over time.
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Determine which segment and campaign combinations justify dedicated pages, optimise core elements, then A/B test systematically starting with highest-traffic pages.
Create comprehensive hub pages on core topics that link to related subtopic content to establish topical authority and improve rankings across topic clusters.
Earn links from other websites to your content to signal authority to search engines and improve rankings for target keywords over time.
Gradually increase sending volume from new domains to build reputation with inbox providers and avoid being marked as spam when scaling outreach quickly.
Evaluate email content and sending practices to identify elements that trigger spam filters before sending campaigns that might damage deliverability.
Calculate what you pay each time someone clicks your ad to evaluate channel efficiency and determine if paid traffic costs justify the leads generated.
Measure likes, comments, and shares to evaluate content resonance and algorithmic distribution on social platforms that reward interactions with reach.
The percentage of impressions that result in a click to your website or landing page.
Fix site infrastructure issues that prevent search engines from crawling and indexing pages properly to ensure content can rank regardless of quality.
Reach prospects who don't know you by sending personalised outreach that offers value and starts conversations rather than pitching products immediately.
The percentage of visitors who meaningfully engage with your landing page instead of bouncing.
Build cumulative site-wide ranking power through quality backlinks and strong content so new pages rank faster than competitors starting from scratch.
Schedule focused work sessions in your calendar to protect concentration and ensure important tasks don't get crowded out by meetings and interruptions.
Connect related pages through contextual links to help search engines understand site structure and spread authority whilst improving user navigation.
Maintain a positive sending history to ensure emails reach inboxes rather than spam folders by following best practices and monitoring feedback signals.
Master the economics of customer acquisition by tracking what you pay for each meaningful action across channels.
Create focused standalone pages for paid campaigns that remove distractions and guide visitors toward one specific action to improve conversion rates.
Track emails that fail delivery to maintain sender reputation and avoid being marked as spam by continuing to email invalid addresses that hurt deliverability.
Measure what percentage of cold emails get responses to evaluate message quality and list targeting rather than sending more emails to poor prospects.
Optimise your website and content to rank prominently in organic search results, capturing traffic without ongoing advertising spend.
Optimise individual pages for target keywords by improving titles, headings, content, and internal links to help search engines understand topic relevance.