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I love the executive summary that [USER=4695]@reverson[/USER] is preparing for his stores![USER=4779]@georgenenni[/USER] -- If I remember correctly, my old boss, Dale Pollak used to say that SRP/VDP ratio is useful when tracking performance on a specific third-party over time, but isn't nearly as useful when comparing multiple third parties. Let's say you have three different listing sites, one has 20 vehicles per page, another has 25, and yet another has 50. A customer clicks into one VDP on the first results page of each site; you then get a 5% click rate, a 4% click rate, and 2.5% click rate, respectively. Dale always referred to the VDP as the 'money metric' while click rate was something to monitor, just not as important.Not all VDPs are necessarily created equal. Another metric to consider watching might be Engagements per 100 VDPs (using Ryan's definition of engagement). More engagement per VDP would signal more engaged shoppers -- much like more time on site and more pages viewed on your own site might signal a more engaged shopper. One site might yield a cheaper VDP, but with far less engagement. Just a thought.
I love the executive summary that [USER=4695]@reverson[/USER] is preparing for his stores!
[USER=4779]@georgenenni[/USER] -- If I remember correctly, my old boss, Dale Pollak used to say that SRP/VDP ratio is useful when tracking performance on a specific third-party over time, but isn't nearly as useful when comparing multiple third parties. Let's say you have three different listing sites, one has 20 vehicles per page, another has 25, and yet another has 50. A customer clicks into one VDP on the first results page of each site; you then get a 5% click rate, a 4% click rate, and 2.5% click rate, respectively. Dale always referred to the VDP as the 'money metric' while click rate was something to monitor, just not as important.
Not all VDPs are necessarily created equal. Another metric to consider watching might be Engagements per 100 VDPs (using Ryan's definition of engagement). More engagement per VDP would signal more engaged shoppers -- much like more time on site and more pages viewed on your own site might signal a more engaged shopper. One site might yield a cheaper VDP, but with far less engagement. Just a thought.
