{"id":27922,"date":"2016-05-18T17:11:57","date_gmt":"2016-05-18T15:11:57","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=27922"},"modified":"2023-02-27T14:14:57","modified_gmt":"2023-02-27T14:14:57","slug":"click-through-rate","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/marketing\/click-through-rate\/","title":{"rendered":"Cosa bisogna sapere sul click-through rate"},"content":{"rendered":"<p>Che cos&#8217;\u00e8 il <strong>click-through rate<\/strong>? Questa espressione viene utilizzata molto spesso nell&#8217;ambito delle strategie di web marketing e spesso vi si riferisce con l&#8217;abbreviazione CTR. Si tratta di un indicatore di performance delle campagne pubblicitarie sul web, che in italiano potrebbe essere tradotto come percentuale di click: in sostanza, specifica la percentuale di click-through che una campagna pubblicitaria \u00e8 riuscita a generare in rapporto al numero di visualizzazioni, cio\u00e8 di impression, che ha ottenuto.<\/p>\n<p>Il <strong>CTR<\/strong> \u00e8 un indicatore di grande importanza, che consente di misurare se un link, un banner o un annuncio a pagamento sono efficaci o meno: tanto pi\u00f9 il click-through rate \u00e8 alto, quando migliore \u00e8 il <strong>rendimento della campagna di advertising<\/strong>. La formula che permette di calcolare il CTR \u00e8 molto semplice, e prevede di dividere il numero di click ricevuti per il numero di visualizzazioni dell&#8217;annuncio. Per esempio, nel caso in cui un banner venga visualizzato 200 volte ma cliccato appena 4 volte, il CTR \u00e8 pari al 2%, cio\u00e8 a 200 diviso 4.<\/p>\n<p>La <strong>percentuale di clic<\/strong> \u00e8 un tasso molto prezioso, ma non bisogna pensare che i numeri registrati siano molto elevati: per tornare all&#8217;esempio precedente, un CTR del 2%, per quanto possa sembrare una cifra bassa, \u00e8 in realt\u00e0 un ottimo risultato, se non addirittura un successo vero e proprio. Ovviamente, per\u00f2, non \u00e8 possibile fornire una valutazione secca e fuori contesto. Ad esempio, per un banner che pubblicizza una nuova auto un CTR del 2% potrebbe essere buono se inserito in un sito di news generaliste, ma non esserlo se inserito in un sito dedicato solo ed esclusivamente al settore automotive.<\/p>\n<p>I messaggi, in genere, possono ottenere CTR sensibilmente pi\u00f9 elevati rispetto a quelli dei banner pubblicitari standard se vengono personalizzati, magari modificati per risultare pi\u00f9 invasivi. Non di rado il CTR diventa <strong>CTOR<\/strong>, cio\u00e8 click-to-open rate, nel momento in cui viene messo in relazione con il numero di persone che cliccano. Bisogna distinguere, infatti, tra numero di clic e <strong>numero di persone che cliccano<\/strong>: se la stessa persona clicca 5 volte sullo stesso annuncio, il CTR aumenta ma il CTOR no.<\/p>\n<p>In linea di massima, sono molteplici i fattori che esercitano una certa influenza sul valore del click-through rate: tra questi ci sono senza dubbio la <strong>posizione dell&#8217;annuncio<\/strong> nella pagina e il <strong>grado di appeal dell&#8217;offerta<\/strong>, ma anche la convivenza del messaggio con gli altri contenuti presenti sulla pagina e il contenuto del messaggio, sia esso testuale o grafico. Chiaramente, non si pu\u00f2 non tenere conto delle caratteristiche degli utenti a cui l&#8217;annuncio \u00e8 destinato, per esempio gli interessi, la provenienza e cos\u00ec via.<\/p>\n<p>Se il CTR pu\u00f2 essere sfruttato praticamente ovunque, il CTOR \u00e8 importante soprattutto per verificare il <strong>successo delle newsletter<\/strong>, delle campagne email e delle campagne di marketing online. Permette, inoltre, di <strong>profilare il database di contatti<\/strong> di cui si dispone in modo pi\u00f9 preciso.<\/p>\n<p>Chiaramente, una percentuale elevata di click-through rate sta a indicare che gli annunci stanno avendo successo e quindi che sono pertinenti per gli utenti. Dal CTR dipende anche il <strong>CTR previsto<\/strong> delle keyword, e si tratta di un aspetto che non deve essere trascurato perch\u00e9 incide, a sua volta, sulla posizione e sui <strong>costi dell&#8217;annuncio<\/strong>. Il click-through rate, in sintesi, pu\u00f2 essere sfruttato anche per capire quali parole chiave devono essere migliorate e quali, invece, hanno un rendimento pi\u00f9 che sufficiente e soddisfacente; lo stesso si pu\u00f2 dire per gli annunci.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Che cos&#8217;\u00e8 il <strong>click-through rate<\/strong>? Questa espressione viene utilizzata molto spesso nell&#8217;ambito delle strategie di web marketing e spesso vi si riferisce con l&#8217;abbreviazione CTR. Si tratta di un indicatore di performance delle campagne pubblicitarie sul web&#8230;<\/p>\n","protected":false},"author":4,"featured_media":28025,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[300],"tags":[79,498,81,441,216,48],"class_list":["post-27922","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-advertising","tag-analytics","tag-banner-pubblicitari","tag-performance-marketing","tag-web-analysis","tag-web-marketing-1"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u2022 Cosa bisogna sapere sul click-through rate - Artera<\/title>\n<meta name=\"description\" content=\"Sono molteplici i fattori che influenzano il valore del click-through rate: la posizione del banner, il grado di appeal dell&#039;offerta, il...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.artera.net\/it\/marketing\/click-through-rate\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u2022 Cosa bisogna sapere sul click-through rate - 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