The phrase “not clicking” is commonly used to describe a lack of understanding, connection, or interest between two or more people interacting. It refers to an intangible feeling that things are not working or coming together in a relationship or interaction (Source 1). This article will provide an overview of what “not clicking” means, including common causes and contexts such as on websites, in emails, on social media, and in apps. We’ll also explore the potential impact of things not clicking, ways to improve clickthroughs, and ethical considerations around tracking clicks.
Causes
There are various reasons users may choose not to click on links, often stemming from frustration, confusion, or lack of interest. According to research from Columbia University, 59% of links shared on social media are never clicked on by users.[1] This demonstrates that many links fail to grab users’ attention.
Links can appear spammy or untrustworthy if they are overly lengthy or complex. Users are wary of clicking on suspicious looking links to avoid malware or phishing scams. Using clear, concise link text can help build user trust.[2]
If links are not clearly distinguishable from other content on the page, users may simply overlook them. Call-to-action buttons or links should stand out through color, size, placement, etc. to effectively catch the user’s eye. Poorly designed links essentially hide in plain sight.
Users also tune out links that disrupt their experience or annoy them. Pop-ups and page takeovers are notorious for this. When links feel forced or intrusive rather than relevant and organic, users dismiss them instinctively.
On Websites
There are various reasons users may not click on buttons, links, ads, popups or other clickable elements on websites:
Irrelevant or uninteresting content often fails to grab attention. Users tune out ads and popups that seem unrelated to their interests or the website’s purpose. Ensuring the clickables add value for visitors increases the chance they will interact (https://www.contentpowered.com/blog/reasons-visitors-clicking-cta/).
Small, hidden or low contrast buttons and links get overlooked, especially on mobile. Making sure clickables stand out visually improves clickthroughs. This includes using proper color contrast, size, and placement (https://prettylinks.com/blog/reasons-people-dont-click-links/).
Overuse of clickables clutters the page visually and cognitively. Striking a balance between valuable clickables and clean design makes a site more usable and clickable. Removing unnecessary links or ads helps reduce noise.
Buttons or links leading to unclear outcomes cause uncertainty. Users want to know what they’re getting into before clicking. Clear, concise labels and previews build user trust and confidence to click through.
Unnecessary steps to an outcome dissuades clicks. Friction like popups or required form fills reduces conversions. Streamlining click paths to desired outcomes improves clickthroughs.
In Emails
One of the most common reasons for low email click-through rates is spam or irrelevant emails. When recipients receive emails that aren’t personalized or relevant to their interests, they are less likely to open and click on them. As the blog Robly explains, “One of the biggest causes of bad click-through rates is that you’re just sending the wrong email to the wrong person.” https://blog.robly.com/email-marketing/increase-email-click-through-rate/ Sending generic subject lines or addressing recipients as just “Hi there” rather than using their name also reduces open and click rates. As Clck notes, “You’re Sending the Same Email to Everyone” and poorly targeted emails are less compelling. https://www.clck.com.au/why-emails-arent-getting-clicks/ Personalization and relevance are key for getting emails opened and clicked.
On Social Media
On social media platforms, the clickthrough rate is often low. One study from Columbia University found that 59 percent of links shared on social media aren’t even clicked on (source). There are several reasons for this:
Too many ads can make users wary of clicking. With a proliferation of sponsored posts and promoted content, people are cautious about clicking in case it leads to an unwanted advertisement or sales pitch.
Irrelevant content shared by connections can deter clicking. When users see posts that don’t interest them personally, they are less inclined to engage by clicking through.
Privacy concerns make some hesitant to click and be tracked. Users who are guarded about their privacy online may avoid clicking links to avoid data collection by external websites.
In Apps
In mobile or desktop apps, there are various interactive elements that users can click on, such as buttons, links, notifications, popups, and ads. However, sometimes users intentionally choose not to click on certain elements for various reasons.
For example, users often ignore popups or notifications if they find them irrelevant or disruptive to their experience. According to research from the Nielsen Norman Group, people treat clicks like currency and don’t spend them frivolously. They tend to avoid clicking if they feel the interaction cost is too high for little expected gain (NNGroup).
In the case of in-app ads, users may deliberately not click if the ads seem intrusive or spammy. One study found that in apps, the average clickthrough rate on mobile ads was only 0.5% (Adweek). Low clickthroughs on in-app elements can signal issues with relevance, design, or positioning that app developers may want to optimize.
Impact
Low clickthrough rates can negatively impact a business in various ways. Most notably, it leads to lower conversion rates and less engagement. According to a study from Columbia University, 59% of links shared on social media are never clicked on. This massive number of ignored links represents lost opportunities to drive traffic, generate leads, and increase sales.
On social platforms like Facebook and Twitter, low clickthroughs also mean less feedback and interaction. Users who don’t click on links likely won’t like, comment on, or share posts either. Over time, poor clickthroughs can sink organic reach as algorithms detect low engagement. For email marketing, unclicked links reduce open and clickthrough rates, which factor into inbox placement and deliverability.
While some non-clicks come from bots or accidental touches, they often signify content that fails to grab attention. Improving click appeal requires understanding user behavior and optimizing calls-to-action, headlines, visuals, and content.
Improving Clickthroughs
There are several strategies that can help improve clickthrough rates. Better targeting your audience and optimizing language are two key methods.
When creating an email campaign or online ad, carefully target the recipient list to those most likely to engage with the content. Avoid spamming everyone or using generic lists. Tailor the messaging to resonate with each specific audience segment’s needs and interests. Personalization can greatly improve clickthroughs.
Additionally, optimize the language used in headlines, subject lines, and ad copy. Conduct A/B testing of different phrases to see which resonate best. Use clear, concise language that highlights the key benefit. Avoid exaggerated claims. Craft compelling questions or urgency to entice clicks. Carefully choose keywords and power words that motivate action.
Strategic positioning of CTAs can also improve clickthroughs. Place them above the fold, in the natural user flow, and ensure they stand out visually. Reduce friction by minimizing required fields and steps. Together, better targeting, optimized language, and strategic positioning can significantly lift clickthrough rates.
Source: https://www.hotjar.com/conversion-rate-optimization/glossary/click-through-rate/
Ethical Considerations
When optimizing for clicks, it’s important to consider the ethics involved. While getting more clicks can increase exposure, going about it the wrong way can be seen as manipulative. According to research from ResearchGate, artificially inflating click-through rates in a deceptive way is sometimes referred to as “cyber-rigging.”
The best practice is to be transparent with users. Make sure your ads and content accurately represent what users will find when they click through. Don’t use shocking or exaggerated headlines solely to drive clicks. Provide a valuable experience to users who click on your links, so they feel their click was worthwhile.
Focus on optimizing for engaged users who are more likely to genuinely be interested in your offering. As noted by PPCHero, clicks from the right audience can increase naturally, without needing to resort to manipulative tactics. By being ethical and transparent, you can build trust and loyalty with your audience in the long run.
Conclusion
In summary, not clicking refers to when a person does not click on a link, button, or call-to-action that they encounter while browsing online. This could occur on websites, in emails, on social media, or within mobile apps. There are many potential reasons why people may not click, such as lack of interest, distrust, inconvenience, or simply missing the link.
While some level of non-clicking is normal, high non-click rates can negatively impact businesses and organizations relying on clicks for traffic, engagement, conversions, and revenue. Fortunately, there are various techniques available to test and improve clickthrough rates, from A/B testing to better understanding customer motivations and barriers. As with all marketing, ethics should be considered, avoiding overly aggressive or deceptive tactics.
In closing, understanding the causes behind not clicking and striving to overcome them through testing, empathy, and ethical practices can help create more positive user experiences and mutually beneficial outcomes for both businesses and their audiences. With care and effort, non-clicking does not have to be an inevitable challenge and can often be ameliorated.