Huge discrepancy in Landing Page CTR (6)
Hello,
I am split testing two different landing pages for a free app download. I know that all that really matters is what converts. But I am confused by the huge gap in the click through rate:
The landing page winner has the following stats: 415 clicks and 15 conversions with a conversion rate of 3.61 percent and CTR of 22.18 percent.
The runner up as 1664 clicks and 12 conversions with a conversion rate of 0.72 and CTR of 84.94 percent.
The load time of both landers is the same at 124 milliseconds.
Any idea why the CTR could vary so much? Should it even be a concern when comparing?
I wouldn't worry about the differences in CTR - unless the 2 landers are exactly the same. 
That's actually pretty common. Some landers just aim to push the visitor to the offer page as quickly as possible without preselling properly - those will typically have high CTR but low CR. And then there are landers that prequalifies visitors more so that only the "right" sorts of people will click through, but of those that do, many will convert, leading to a high CR.
Not saying that's what happening in your specific case - this is just an example to illustrate how the huge differences in CTR may be normal. This is actually a good learning opportunity: If you can figure out what's causing those differences, and combine the benefits of both, you can have a lander that has both high CTR AND high CR! Of course this is not always possible, but I hope that you'll find the exercise to be worth your time either way. 
Amy
At 84% I'd say there's a good chance people are forced into the offer page rather than voluntarely clicking, either it's an alert()>ok>redirect type of page, or there's a timer refresh or backbutton, so the high ctr% is normal, and the low cr% that goes with it too
In this case the metric that really matters is the EPV, which combines ctr and cr% and tell you how much you earn per view of your landing page, the higher it is compared to your cpc/cpv the better.
Mehdi
Hey Amy and Medhi, Thank you for the suggestions.
I am running a CPA campaign. I know this is a pretty basic questions, but could you please tell me how to calculate the cpc?
caurmen's extensive thread should help -
http://stmforum.com/forum/showthread...ill-Make-Money
@Tqpt...Thx!Gonna bone up on this!
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