I have seen on GWT that a search term for ABC Widget shows a very low CTR (seems way too low). However when I run Adwords the same term linking to the same page seems to averaging an order per minute which seems to be converting relatively well. The data is amazing when you study it. I have thought for some time that the site was being held down. Site ranks page 2 for the search term (Used to be the top of page 1 until 2012.)
Why is it surprising? If you bid high enough, the adwords ad is higher on the page and, naturally, has a better CTR that even the most relevant (by Google's standards) position #1 listing. If you're on page 2, you're bound to have CTR 100+ times less than that of the Adwords ad at the top of the page.
Besides, the positions shown in GWT are approximations, you never actually know where exactly your listing is coming up. I actually find all of GWT data really suspicious, in some cases I've seen them either over- or underestimating the clicks by an order of magnitude when compared to server access logs (google referrals). If verifiable data about clicks is so wrong, I imagine the data about impressions may simply be cooked right on the spot.
It is also the way GWT calculates CTR. In GWT you need to click on the search term listed and then scroll down the list to see pages. You will probably find that the page you have in mind ranking for this term has in there higher CTR than what is shown in the keyword list.
This is a specific page. It is a very specific niche. Basically if you are searching for this term you are looking for this page. The interesting thing in my mind is that Google implies by where they have the page listed that there are other more relevant pages. Obviously they are wrong as the adwords data suggests. If I am on page 1 number 1 the amount of traffic would be higher however the CTR should be close as it is a percentage. For instance 1000 visitors at 20% so 200 clicks at position 1. Page 2 you get less traffic so say 300 visitors at 20% so 60 but you will have a lower percentage as some of the earlier visitors have found what they are looking for etc by the time they get to page 2. So I could see maybe 40. This page is showing a 1% CTR in GWT yet it generates an order per minute when the ad runs? That doesn't add up.
The other things I am seeing is a site that has a close name we get a lot of calls from their customers. This site doesn't list a phone number so in that past 2 months I get a lot of calls from people inquiring about their order and complaining where their order is etc. Real interesting anymore trying to be polite while somebody is bitching at you and they have no clue they are calling the wrong company. We always got some of this but not anywhere close to how it is now. It is almost like our number is given out as the number for customer service.