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Click Analytics

In: Digital Marketing

Author

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  • Klaus Solberg Söilen

    (Halmstad University)

Abstract

This chapter delves into click analytics, emphasizing its role in understanding user behavior through tracking specific clicks on websites. This practice is crucial for optimizing user interfaces and enhancing user experiences by identifying engaging elements and potential issues. Click analytics offers detailed insights that differ from broader web analytics, focusing on granular user interactions. Businesses can use this data to improve their digital marketing strategies and better meet customer demands. Key concepts include conversion funnels, which guide users from initial clicks to purchases, and the importance of relevant and credible online ads to attract clicks. Tools like Google Analytics In-Page Analytics, ClickHeat, and Crazy Egg are highlighted for visualizing and interpreting click data. Additionally, methods such as pay-per-click, cost-per-action, and click-through rates are discussed for measuring the effectiveness of digital marketing campaigns. By leveraging click analytics, companies can enhance their online presence, engage customers more effectively, and drive higher sales.

Suggested Citation

  • Klaus Solberg Söilen, 2024. "Click Analytics," Springer Texts in Business and Economics, in: Digital Marketing, chapter 7, pages 89-95, Springer.
    • Handle: RePEc:spr:sptchp:978-3-031-69518-6_7
    DOI: 10.1007/978-3-031-69518-6_7
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