Start your free trial

You're one step away from a lightning-fast webshop

30 days free - no credit card required

★ 4.4/5 on Trustpilot | 400+ webshops

Book a call

Fill out the form and we will call you back as soon as possible

If we can't reach you, we'll send an email instead

Do you have a support request? Then it's better to send an email to support@shoporama.dk

Emergency situation

In case of emergencies or breakdowns, you can send an SMS to our emergency hotline

On-call phone (SMS only)

+45 29 70 15 95

Send an SMS with the following information:

  • Your name and webshop
  • Description of the problem
  • Your callback phone number

Notes: This service is only for critical situations where your webshop is down or has serious problems. For regular support, please use our normal support channels.

Click Through Rate - CTR

Click-Through Rate (CTR) is the percentage of people who click on a link, ad or search result compared to the number who view it. It's a fundamental metric in everything from SEO and Google Ads to newsletters and social media.

What is CTR?

Click-Through Rate is calculated by dividing the number of clicks by the number of impressions and multiplying by 100. If your Google Ads ad is shown 10,000 times and receives 250 clicks, your CTR is 2.5%.

Formula: CTR = (Number of clicks / Number of impressions) × 100

CTR across channels

Google organic search

CTR in organic search depends heavily on your position:

  • Position 1: ~25-35% CTR
  • Position 2: ~12-18% CTR
  • Position 3: ~8-12% CTR
  • Position 10: ~2-3% CTR
  • Page 2+: Under 1% CTR

Rich snippets (stars, awards) can increase CTR by 20-30% compared to standard results on the same position.

Google Ads

Average CTR for Google Ads varies by industry and campaign type:

  • Search ads: 3-5% average (good: over 5%)
  • Display ads: 0.3-0.5% average
  • Shopping ads: 1-2% average

CTR is an important factor in Google's Quality Score, which affects your CPC and ad placements.

Email marketing

CTR in newsletters (clicks on links in the email) is typically 2-5% for e-commerce. This is lower than the open rate as many open without clicking.

Social media

The CTR for organic posts and ads on social media ranges from 0.5% to 2%, depending on platform, format and target audience.

What affects CTR?

  • Headline/subject line: The first thing the user sees. A compelling, relevant headline increases CTR significantly.
  • Description/preview: Meta description in Google, preview text in emails - provides context and motivation to click.
  • Visual element: Images, stars, prices and other visual elements in ads and search results grab attention.
  • Relevance: The more your result/ad matches the user's intent, the higher the CTR.
  • Position: Higher position in search results automatically results in higher CTR.

How to improve CTR

In organic search

  • Write compelling title tags with the primary keyword at the start
  • Write meta descriptions that arouse curiosity and have a clear CTA
  • Implement structured data to get rich snippets with stars and awards

In Google Ads

  • Include the keyword in the ad text
  • Use ad extensions (sitelinks, callouts, prices) to take up more space
  • A/B test ad texts continuously

In emails

  • Use clear, contrasting CTA buttons
  • Keep the message focused - one primary CTA per email
  • Personalize content based on recipient interests

CTR in context

A high CTR is only valuable if it leads to conversions. An ad with a 10% CTR but 0% conversion rate is worse than one with a 2% CTR and 5% conversion rate. Always consider CTR in the context of conversion rate, ROAS and bottom line.

We know online marketing in Shoporama

We've been working with online marketing ourselves for decades. As the only shop system in the country, we have spoken multiple times at conferences such as Marketingcamp, SEOday, Shopcamp, Digital Marketing, E-commerce Manager, Ecommerce Day, Web Analytics Wednesday and many more.

See the full dictionary