Great article about click through rates.

• Users with incomes under $40k click 30% more often than users with incomes over $200k, Collective found. Users with only 'fair' credit scores click 20% more often than users with 'excellent' credit scores.
• What's more, users who are late adopters of new technologies clicked 50% more often than early adopters, while users who are economizing clicked 65% more often than users who purchase frequently online.
• Similarly, a preliminary study of 100 campaigns showed no correlation between CTR and brand lift and purchase intent as measured by VIZU post-impression surveys. Collective suggests that optimization of campaigns to achieve higher CTR may, in fact, reduce brand ROI.

 Do not let click through rate (CTR) be a reason to bump a branding campaign – there is enough research to show the folly of that thinking

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