Lead generation and lead nurturing are the pillars of B2B marketing. Not only has it found new possible clients but as well as keeping them on sight to ensure close parameter with them. This process requires online researching and grabbing of new visitors online. It has been a culture in the online world that to measure the number of visitors in a site, the click-through-rate or CTR has been the instrument of this? Columnist Roger Williams has sought to find this as an old culture and should not be the whole basis of visitor factor and he believed that this type of measurement hinder an industry from growing. But how? Let us take a look on why is to CTR should not be the conclusion of lead generation.
- CTR can be easily manipulated – CTR can be achieved through various ways. It is only a matter of breaking through the pop-up blocker or ad-blocker on the user’s browser. This can be attained through outsourced data and most probably the content of the site is irrelevant to the user. Also for click baiting, one can manage to insert dual hyperlink per page so that once a user click on it, multiple pop up will be shown. And that is counted in the CTR. So, what is the whole point of this? They are just clicking, not necessarily visiting your website. This seems insignificant in looking for leads not just people.
- Clicks don’t affect engagement –as said earlier, CTR only measures the click per minute. It does not bother whether if it is a bot or not. Well, some site can block those bot but breach will eventually will come. Sometimes clicks are just clicks, just like a cigarette’s smoke is just a smoke. Many website manager, are very happy to find their CPM rising by the minute but do not take a look into how the engagement of every click satisfy their audience.
- Clicks on Mobile has sometimes negative impacts –believe it or not, mobile users hate auto-pop. Once open, they will hate the website that use it. Fetching and grabbing the opportunity to make user forcibly or click in unaware is the strategy itself in this CTR system which won’t take the user anywhere in getting interested about your service.
Lead generation nowadays comes in different form. It may be in content or website solution but trust it or not. CTR will remain a mystery of why marketers use this a measurement for goals.