Click-through rates should not be used as the sole indicator of the success of an internet marketing strategy, according to Yahoo.

The click-through rate refers to the number of times users click on search engine marketing and pay-per-click adverts that link through to a website.

However, a Yahoo Search Marketing Blog post by Noah Belson, Yahoo content quality analyst, notes that using the click-through rate to evaluate internet marketing performance should be done alongside other measures.

Mr Belson remarks: "It's best to try and balance your evaluation of those rates with a just-as-critical look at your [sales] conversion rates.

"While it might be easy to generate a bump in your clicks, you also want those extra clicks convert into sales."

Yahoo's Roger Park noted in another post on the same blog last month that improving the usability of a website's landing page may help boost click-through conversions.

What does conversion rate reveal that click-through does not?

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