How to Calculate Your Clickability Factor

The Clickability Factor is an index used to assess a website’s ability to convert visitors into sales or leads. Your Clickability Factor can be calculated in the following two ways:

Objective Calculation

1. Identify the macro action you want your website visitors to take. For example, if you have a website that sells books through a shopping cart, the macro action is clicking the button that charges the customer’s credit card. If your site is designed for lead generation—like a law firm—your macro action would be submitting an email form requesting a consultation or a phone call.

2. Take the total number of website visitors that took the macro action in a given month and divide that number by the total number of website visitors you received during that same month. Lead generation example:

• 5 people filled out your email form requesting more information
• 5 people called you requesting more information
• At total of 10 people took the macro action—contacting you
• If you had 1000 website visitors, you would divide 10 by 1000 for a Clickability Factor of 1%.

3. The following chart illustrates what the numbers mean:

Subjective Calculation

When we conduct a preliminary assessment of a website and we do not have access to the statistics necessary to make an objective calculation, we rate the following five elements on a scale of 1 – 10 to determine the Clickability Factor.

Navigation

• How well is it organized?
• How easy is it to read?
• Do the names of the buttons make sense?
• Does it follow web standards?
• How consistent is it from page to page?

Look and Feel

• Do the graphics and colors match the product or service?
• Does it look professionally designed or amateurish?
• Does the feel of the site match the target personas worldview?

Call to Action

• Are there any calls to action?
• How compelling are they?
• Do they stand out?

Content Value

• How well does the content meet the needs of target personas?
• Is the content grammatically correct?
• Is there too much or too little content?

Lead Generation Forms

• Are they easy to find?
• Do they ask for too much information?
• Do they have any content to encourage people to fill them out?
• Are there privacy assurances at the point of action?

The top possible score on the subjective Clickability Factor scale is 50. In general, websites with a score of 25 and below need to be redesigned from scratch.  Sites scoring between 25 and 35 many need significant changes and sites with scores above 35 may only need minor changes.

Find out if your website qualifies for search engine marketing services, or ask us a question.