Wednesday, September 4, 2013

What's The Value Of A Click On Your Website?

If this question hasn't run through your mind yet, then it's time to start thinking about it!
How do your customers behave? What pages will they realistically visit before making a purchasing decision, phone call, or decide to leave their email address?

Typically it goes something like this:
 User will [Read info on what you do] + [Read about where you're located] + [Find out if they can trust you] + [Find out what they should do next]
Let's say it takes 4 clicks for a user to find all of that info out, and your product or service costs $40.
$100 Product or Service / 4 Clicks = $25/click.

Here's what you need to know:
Half of the battle in getting more interaction with your website is to ensure it's as easy as possible for people to find out those 4 elements. If all 4 of those elements are on one page then all the better; in that case your click value (or, call-to-action value) just turned into $100/click.
The second half of that battle will be to make sure your content is worth that $X/click. Write compelling content, make sure all of your unique selling points are point blank visible and that you have trust signals (testimonials, partnership logos, etc) integrated into your website design.
Bottom Line: Have content and a website design that's worth trusting. Think of every click, every action on your site as a mini-commitment to you and your product or service. Make sure that your content reflects the value of a conversion/click.


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