Are all clicks created equal? Engaging the conversion synapse

Are all clicks created equal? Engaging the conversion synapse

Clicks; they are the driving force of online advertising. But is it as simple as that? The short answer is no – not anymore. These days, we aren’t just interested in clicks. Instead, we strive to understand the behaviour behind these clicks and even go as far as looking into the psychology of clicks – why did a user engage? If we understand the why, we inadvertently answer the more important question of how. The ‘how’ revolves around certain jargon terms such as UX (user experience), engagement and conversion (in that order!). While the main goal of any campaign or online endeavour is obviously conversions – we cannot forget the catalyst for conversions – the almighty engagement.

There are a few ways of measuring engagement, all of which are somewhat complex if you’re not paying attention to the finer details associated with these metrics. A couple of examples of different indicators of engagement are: time spent on page, pages viewed on a website and link clicks on a webpage. The trick here is to engage with the right people according to the campaign. We want to increase the quality of traffic to such a high level that most of these users are so vested in the content of the page that they basically convert themselves just by landing there.

This is known as high quality traffic. Finding the right traffic is one thing, but the important question is – what is the cost of engaging these visitors? Below are three of the many ways Benchmarketing tracks user engagement.


Naturally, we can assume that someone who spends more time on a page is already a higher quality form of traffic than one who leaves immediately, and so it makes sense to focus on this user. Using tools such as Google Analytics and tracking/marketing tags help us to define how much we are paying for this user. We then synthesise it into a Cost Per Engaged/Timed Visitor (CPETV). For example, we could conclude that we are paying 90 cents per 60 seconds of someone staying on the site.

Benefit to our customers – investing more in the high quality traffic translates into a higher probability of that traffic converting as a lead or customer. This, in turn allows us to drive down the cost of engaged visitors.


Google has a metric that they use which is known as bounce rate. A page bounce is when a user visits only one page and then leaves.A bounce rate is the rate at which users bounce. Essentially, if a user visits more than one page, they did not bounce and this can be very valuable data to know. Not only because it aligns directly with Google’s algorithm of calculating engagement, but also because it is a simple principle to analyse. One strategy is to count a user’s page views and when page views = 2 (meaning they viewed more than one page), we can confirm them as engaged users. We can then actively retarget this audience more aggressively as we already know they are high quality traffic.

Benefit to our customers – it is tracking per-unique-user so it gives a very accurate snapshot of one type of engaged user. The cost is going to be higher, but the quality of engagement will follow the trend and be higher too. Again, the outcome here is a reduced cost of acquiring high quality traffic that does not ‘bounce’.


The resulting question should invariably be – how much should you be spending? The answer is dependent on what you’re trying to accomplish. If your conversion is associated with high price items, it is expected that you are willing to pay for a high cost of engagement, and vice-versa. Ultimately, different campaigns are going to require different approaches. Certain webpages will favour one approach, while another could prove pointless, given the architecture of the website and the mechanisms used for page-to-page engagement.

The expected target audience needs to be analysed extensively as well. Taking into account the tracking technologies being used is imperative, as they too will have a resounding effect on the success of an engagement campaign. The ability to track unique actions will always mitigate any data analytic discrepancies.

These strategies culminate into the ability to optimise campaign, heighten the quality of traffic and drive down costs. Once we have the indicator of traffic quality, the possibilities are endless and targeting becomes increasingly richer. The end game of all of this is the ability to deliver the best website and awareness traffic in today’s market.

Drop us a line at [email protected] – let’s engage the conversion synapse.

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Shai Luft - Bench Media

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

Ori Gold - Bench Media

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

General Manager

Liam Garratt

Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

VP of Growth

Anthony Fargeot

Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.