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What is click degradation? This is a situation where you slowly lose visitors the more pages they have to click through. If you have 100 visitors arriving on your site, you may have 15%-20% click through to other pages on your site – let’s use 20% – that is 20 visitors clicking through to a second page. If 20% of those click through to another page, that is 4 visitors on page three.

As you can see, your click degradation rate here is around 80%. In many cases, this is much higher. Of course, we tend to think of the reverse of this and call it a click-through rate or conversion. In the above example we would refer to a click-through rate of 20% and congratulate ourselves on doing so well.

Before you do congratulate yourself, what if page three in the above example was your sales or money page? If you have the online average of a 5%-10% conversion rate, then, at 10%, you would need more than 250 visitors on your front page to get one sale. That is click degradation. How do you minimize this? Easy – reduce the number of clicks to get to your money page.

In the above example, if you could eliminate the second page, you would have 20 visitors moving to your sales page and, at 10% conversion, you would have two sales. That is two sales from 100 visitors compared to one sale from 250 visitors. Of course, in a perfect world, you would have your potential customers landing on your money page and that is why we optimize pages for both search and social.

We’re not in a perfect world and pages other than our money page do rank in search results. Furthermore, they do deliver traffic to your website – don’t waste that traffic through click degradation. Use strong call to action signals and buttons, then send them directly to your sales pages.

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