• Stop being a LURKER - join our dealer community and get involved. Sign up and start a conversation.

Reply to thread

Scott,


Respectfully disagree with you on this point. CTR on ORM is not a good way to calculate ROI. CTR may be one of the worst ROI calculators for ORM, yes it is easy and anybody can follow the math, but it doesn't accurately measure the value. Reviews aren't the same as a banner on a classified site. I think you have to be cognizant of the buying cycle and where reviews fit into that cycle and your strategy before you determine an effective means to calculate ROI for your store. If all you are doing is collecting reviews and expecting that to sell you cars or bring in customer pay for your driveway you are going to fail. You build reviews to leverage them, a lot of the time the click isn't relevant, and this will rock your ROI calculator too, a lot of time and resources are spent preventing a click to somewhere else.


This thread makes a good analogy. 23 comments but 600+ views. Do only the folks that contributed to the conversation take something away from what they have read here?



Honestly, the opposite is true. Find out what an unchecked negative review is COSTING your business. Back to that preventing a click point, Law #7 from Craig's Forbes article is right on. You don't want to have to guess the CTR on www.dealershipnameSUCKS.com on your SERP.