Click-through rate (CTR) is the percentage of people who click a link or button, out of those who saw it. In an email, it is clicks on your call to action divided by the number who received it. On social, it can be clicks to your site divided by the views your content received.
Why it matters to you:
- Clicks are the bridge between attention and a sale. Someone can love your post, but if they do not click through, they cannot buy.
- CTR tells you how compelling your call to action is. A low rate usually means your CTA is unclear, buried, or uninspiring, not that people dislike your work.
- It helps you find where your funnel leaks: plenty of views but few clicks points straight to the ask.
How to think about it in practice:
- In an email, your CTA is the text on or around the button, such as "Get this print." CTR measures how many acted on it.
- On social, your CTA drives people to your profile and link, and your CTR reflects how persuasive that ask is.
What to do next:
- Put a clear call to action on every post and email. If a drop is live, point to the drop; otherwise, point to your email signup.
- Make CTAs stand out. Separate them from the main caption and keep the wording direct.
- Vary your CTAs. Repetition makes people blind to them, so stay creative.
- Track CTR per email and drop to learn which asks work best.