The Click Potential metric within the Keyword Analyzer is the predicted chance of getting a click through to your website if your result occupies the top position of the SERP. Click potential depends on the presence of SERP features that would hinder searchers from clicking through results.
Different SERP features within your results will have a different Click Potential effect on that keyword. For example, a keyword with a News block on the results page will have a higher Click Potential than a keyword with an Instant Answer because with the News block, you have more than one potential opportunity for a click. With an Instant Answer, one website provides information directly on the SERP and the rest of the results will suffer a less-than-average click through rate.
Click Potential is broken down within both the keyword and group levels.