Clickbait from a sales perspective

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Understanding the mechanism of attracting users with the help of screaming headlines will help familiarization with the concept of “arbitration”, and not in its legal, but in its economic interpretation.

Economists call arbitrage a set of logically connected transactions, the purpose of which is to extract profit from the difference in prices in different markets at the same time or in the same market at different periods. The simplest example is stock speculation, buying shares, bonds, currency at one price and selling them some time later at a more favorable rate.

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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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In Internet marketing, the essence of the concept is preserved, while arbitration takes the following forms:

Buying traffic at a low price.

Directing the flow of visitors to the page of advertisers who are willing to pay well for traffic.

Making a profit from the difference in prices.

How does it work? The owner of a certain resource bought advertising in search queries for the phrase "weight loss products", and each person who enters this query in the search bar costs him 20-30 cents. The user who clicks on the ad is redirected to a landing page, the owner of which pays $5 for a new visitor. The difference between the sale price and the advertising costs is the arbitrageur's earnings.

At first glance, everything is simple, but the competition on the Internet is huge, and it is not so easy to make the user click on a specific offer. It is necessary to convince the person that he is offered the best, most relevant, interesting information on the request that interests him.

This is what clickbait is for. Headline creators use a lot of techniques that motivate people to click on the teaser on a subconscious level. Intriguing phrases, exclamation marks, capital letters are used. And all this is to achieve the main goal - to get an interested user.

Let's look at digital arbitrage from the perspective of potential buyers of goods and services promoted on the Internet. Why do they so easily become victims of clickbait? After all, most often we are talking about adults who are unlikely to allow their opinions to be manipulated in real life.

Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
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It's all about the specifics of the Internet space. When communicating with a seller in everyday life, a person is initially set up for resistance, to look for pitfalls, especially when it comes to purchasing significant and expensive goods: cars, real estate, travel packages.

We don't feel any danger on the Internet, our vigilance is lowered. Internet surfing is perceived as harmless leisure, so we follow links that seem attractive to us without thinking, and easily fall into the sellers' networks.

Things to remember when accessing the Internet:

You yourself are a product . Some buy your clicks on ads, others pay first for you going to their site.

Your data is available to many resources interested in buyers. Despite changes in the data collection policy, the advertiser still knows what you are interested in, what you want to buy, where to go, and offers you suitable solutions.

It is almost impossible to protect yourself from targeting and not become a victim of clickbait . Any protection measures do not give a 100% result - the data is accumulated and used to make a profit in any case.

Users are becoming smarter and more careful, and those "yellow" headlines that worked flawlessly before are becoming a thing of the past. Clickbait is taking on new forms, becoming less obvious and harder to recognize. And that means it will continue to perform its function of attracting traffic.

In other words, we must not forget that every Internet user is of interest to marketers. Every click, every minute spent on the site brings profit to someone and expands opportunities for business growth.