CTR is the percentage of impressions that result in a click. This metric can be used to evaluate how well search is performing in guiding shoppers to their desired products.
A high CTR indicates the product is relevant to the shoppers initial search and matches the keywords entered well. On the other hand, a low CTR shows the results aren’t relevant and the search tool doesn’t understand the shopper.
The CTR also shows how well a product is ranked, merchandised and personalised on a product listing page (PLP). If the CTR for a product which is ranked first on a PLP is low, the merchandiser can move this item down and place another relevant item in the first position to encourage purchases.
CTR gives you clear insight into what works well and what doesn’t. For example, Superdry found that their search product detail page click rates soared by 61% when they leveraged AI-powered search to understand complicated and long-tail searches. This gave Superdry the confidence to continue to roll out AI-search across their online stores.