Dismal Skincare LP CTR (5)
Hey all,
I've been running a skin care campaign (Media buy) and my LP CTR is at 7%. Hugely low...can anyone tell me what their average CTR is? Is 7% average for this vertical or does my LP need serious tweaking? My website is an advertorial type website with the typical before and after photos.
You probably need to optimize the lp or write a better copy. Install one of those heatmap apps to see where people are clicking.
Just my $.02 stop worrying about LP CTR... I find it sends you down the wrong path in terms of optimizing.
Quick story... when I ran farticles I used to get CTR of 25% and when I saw advertorials pop up I split test and saw CTR of 10% and assumed farticles are better. Over time I split test again and realized how wrong I was, despite the CTR being lower the people who clicked through were FAR more likely to buy. Overall my EPV (Earnings Per Visitor) we're much higher using farticles.
You should be focusing on the converting power of your LP not how many people click through.
^^Alex has actually been preaching this on a lot of other threads as well. Like he says, when you start thinking about the EPV your whole mindset changes 
I will chime in on the Russians comments since most for health are a 2 step....looking at ctr is kinda a wasted metric....I would rather look at the overall cvr/epc of the lp (both offers merged into one metric)....I find its much much easier to understand performance when you look at it that way....
AND
they key metric in testing these pages is a large enough sample size.....you really need to throw alot of money at these pages to get a good judge of overall performance....
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