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CTR - click through rate, isn't a metric I had suggested.  What I'm referring to is more along the lines of CPC - cost per conversion, which is usually used in SEM but the formula can apply to just about anything you do in business that you wish to track the results from.


If I buy 100 flyers and spend $100 on them, and get one sale, it means my cost per conv. was $100.


The reason why I suggest this is important is because visitors behave differently when influenced by other peoples experiences.  


For me personally, it's often the final thing that I rely on when making a purchase decision because I can look at when the review was made, often times it being more recent and relevant to a particular product.


So I think the terms I used may have suggested I was talking about advertising when actually I'm not limiting it to search engine marketing or any particular means of marketing.


Another example of ROI in terms of relationship management and referrals that either come from word of mouth, online reviews, or any other medium that allows individuals the ability to engage in commentary about anything from an experience, a product or a service. 


There's nothing wrong with measuring ROI on anything that ends up sending business to gain insight into how to improve the experience for the customer, hence the suggestion that by investing funds to enhance the review process and make it easier and more engaging will likely be a better long term investment that reassures those who may be considering a purchase but wants very much for it to be a fun experience as opposed to the opposite which they almost expect unless reviews suggest otherwise.