KPI · Move higher
Orientation CTA CTR
Click-through rate on information-seeking CTAs — "Learn more," "How it works," "See pricing," "Compare options."
Orientation CTAs aren’t conversion attempts — they’re the surfaces where information-seeking visitors signal that they’re not yet ready to commit. Tracking their CTR separately from hard-conversion CTAs lets you tell whether the page is meeting that early-stage need or skipping it.
A healthy first-contact funnel typically has high orientation-CTA CTR followed by progression into either a comparison page or a high-intent shortcut.
How patterns use this KPI
| Pattern | How it's instrumented | Why it matters there |
|---|---|---|
| Premature Conversion | Clicks on “Learn more,” “How it works,” “See pricing,” “Compare options” | A healthy first-contact journey often includes information-seeking before commitment. |