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Nonprofit Marketing

Tribute to the mouse or how to use your website to catch clicks

20 August 2016   —   par Karine Bréard

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There was a time when gold, oil or diamonds were the most valuable products. The return on investment for these precious goods was the highest. Yet, finding and extracting these three resources has never been an easy task. And now, a fourth element was added to this list of precious resources, for a few years now: the click. The good news is that all you need to catch it is a website.

You might have entered an electronics retail store lately, especially that it’s the gifts season. If it’s the case, you certainly saw the mice.

Packaged in trivial or sophisticated boxes, mice hibernate silently on store shelves everywhere across the globe. Next time, take a look at them more closely: they are one of the most powerful resources on the planet. It’s the tool required for the production of clicks.

Finding a click and exploiting it is not an easy task, but the return on investment is comparable to traditional methods. Paradoxically, while gold or oil resources diminish ever more, clicks are always increasing, but that does not make the acquisition any easier. Quite the contrary.

Clicks, like other resources, come in many kinds. But the clicks that move across the Web are the most frequent and the ones that interest us – these are the clicks to catch on a website. This kind of click has a special value for any entity – physical person, organization, company – that launches and manages a website. Because, beyond the objectives that are specific to each site, its creation itself testifies to the fact that it must be seen.

Reaching a website is the immediate consequence of a click. Unlike diamonds which are well hidden underground before being found, clicks are very visible everywhere and reach even the most protected servers, always curious, always looking for information.


All the mice that you have seen in shops will be bought one day and will start to produce the clicks for which they have been fabricated. Billions of clicks for each mouse lifecycle. A portion of these billion clicks will get lost forever.

Drawing a wave of clicks to your website is a crucial step, but insufficient. It is the first step of an acquisition strategy and requires several elements. These elements must be adjusted within a global vision for the referencing optimization of the website, including inbound marketing or paid campaigns.

One the click acquired, the ball is in your camp. What needs to be done now? It depends on the second step – the behavior. The visibility of the conversion button (which will entice the owner of the click to buy or to register to one of your offers on your website) and the fact that the path of the click remains intuitive, from the onset to the button, are essential elements in determining its behavior. And then, one the click reaches the button, you will hear a short drum roll and boom, the conversion is done, you earn a new click.

Next time you go to the mouse aisle, you will probably spend a few seconds more to look at them from a new angle, imagining perhaps the drum roll preceding the conversion. And the exclamation of joy, similar to those of the gold diggers of old.

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