There are a variety of factors that influence CTR. Aside from the context (ie the industry and channel), click-through rate can be impacted by the message content, timing, personalization, design, rich media, language, and many other factors. For instance, push notifications that feature images earn 60% higher CTR than those without. Many marketers and advertisers use A/B testing to try to uncover what factors are influencing CTR in different contexts in order to adapt their strategy and improve performance.