Don’t be fooled – a high CTR (Click-Through Rate) isn’t always a win.
It might look tempting, shiny, and feel like a metric that proves your creative is working… but sometimes, it’s just a sign that we knew how to spark curiosity (but not necessarily deliver value).
Because in the end, a click is not the goal (!); it’s just the start of a marketing journey that needs to keep working even after the user clicks.
ASOS, for example, took it a step further.
Instead of shouting “Buy now,” they whispered, “See how it looks on you.”
They presented the same product, the same image – just a completely different framing.
The difference? More clicks, less resistance.
And that, in our eyes, is the magic: people don’t want to feel like they are being sold to – they want to feel something and be moved.
Our brains love little puzzles. They see something unfinished… and click to complete the story.
But here’s the twist: a high CTR is only half the story.
Because if the click doesn’t lead to a relevant experience, there won’t be a conversion.
ASOS ensured that even after the click, the user saw clothes personalized to their body type and size.
And just like that, curiosity turned into a real purchase.
To sum up, here’s a tip from the Marketologist: don’t get addicted to clicks… instead, focus on what comes after: the experience, the emotion, and a decision that sticks even after the tab is closed.
