Automotive Digital Marketing

Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders

Loading... Be Patient!

Dataium: Car Dealers With Online Reviews Get 530% Higher Conversion Rate

Car shoppers are 5.3 times more likely to convert to a lead when dealerships have positive, consumer-written online reviews. This conclusion is the result of a research study released by DealerRater and Dataium. Let's take a look at the details from their joint press release...


DealerRater and Dataium:

Car Shoppers 5.3 Times More Likely to Convert to a Lead When Dealers Have Consumer-Written Online Reviews


Research Study Analyzes the Effects of Online Dealer Reviews on Automotive Shoppers


According to a newly released automotive marketing research study, Positive online reviews that provide employee-specific information are effective at driving website traffic that conerts to sales and service leads for car dealers. The automotive marketing research study is the result of a joint effort between DealerRater, the car dealer review website publisher and Dataium, the largest online data aggregation provider specializing in automotive shopper behavior.


The study revealed that users were 90 percent more likely to visit a dealer website and 5.3 times more likely to convert to a lead when that dealer had a positive overall rating of 3.5 stars or higher. Users reacted even stronger to review profiles that provided expanded information through DealerRater’s Certified Dealer Program. In particular, users were 12.1 times more likely to submit a lead to dealers that featured employee pages on their DealerRater review profiles. Employee pages, available to participants in DealerRater’s Certified Dealer Program, allow a dealer’s customers to write reviews for individual dealer employees and feature specific information on the individual employee, such as an employee bio, photo and video greeting.

“The study validates what we’ve advised dealers on for years. Dealer reviews have a clear impact on the behavior of today’s auto shoppers. And the fact that auto shoppers are more engaged with the employee pages available from Certified Dealer profiles reveals that consumers are looking for more transparency as they research dealers,”
--Gary Tucker, chief executive officer of DealerRater

Gary Tucker went on to state that:

“When comparing multiple car dealerships, they’re looking for detailed reviews that provide a clear idea of what to expect from the car buying process.”


The study further illustrates the high value generated by DealerRater’s Certified Dealer Program, finding that participating dealers were able to attract, engage and convert more car shoppers into leads than non-certified dealers. DealerRater users were 50 percent more likely to visit a Certified Dealer website, as well as spend 80 percent more time on-site, than a non-certified dealer website. Moreover, Certified Dealers showed an 8.8 times higher lead conversion for new vehicles and a 10.8 times higher lead conversion for used vehicles than non-certified dealers.

“Online reviews have already helped consumers in the car buying process, but now we’re looking at the other side of the relationship by showing how dealers can benefit from reviews... The numbers speak for themselves – dealers that provide great customer service are receiving positive online reviews that, in turn, attract and convert more shoppers.” --Eric Brown, chief development officer of Dataium


The findings were corroborated by John Osinga, IT/Web manager of London City Chrysler, a DealerRater Certified Dealer located in London, Ontario.

“We have focused heavily on leveraging DealerRater reviews over the years and it has paid off... We are seeing more referral website traffic now than we ever have before thanks to our online reviews. In addition, visitors are spending more time and viewing more pages on our site.”
--John Osinga, IT/Web Manager at London City Chrysler


The research study cited by the Dataium/DealerRater joint press release is based on Dataium’s comparative analysis of dealership website traffic and DealerRater review profiles for more than 1,000 dealers. Dealers interested in learning more about the study or how an online reputation can be leveraged to drive sales can visit


About Dataium

Dataium is the largest aggregator of online automotive shopping behavior. The company collects, analyzes, and indexes billions of online automotive shopping events from millions of active auto shoppers monthly, and supports cutting-edge data collection, analysis, proprietary research and reporting technology. For more information, visit, email: or call 877.896.3282.


About DealerRater

DealerRater was founded in 2002 as the first car dealer review website worldwide. DealerRater is the world’s #1 online resource for anyone seeking trusted third-party information on automobile dealerships. DealerRater features nearly 41,000 U.S. and Canadian car dealers, more than 1.4 million consumer reviews and over 1 million cars for sale. DealerRater attracts more than 10 million consumers every year who visit the site to search for car dealerships, read reviews, write their own descriptive reviews, and find car deals – all for free.


In addition, DealerRater offers qualified car dealers a Certified Dealer Program as a reputation management tool to help them grow their online presence and achieve higher SEO rankings across the Web. Today, more than 5,100 dealers are members of the award-winning DealerRater® Certified Dealer Program. DealerRater is proud to have earned the #137 position on the 2012 Inc. 500 list, an exclusive ranking of the fastest-growing private companies in the United States. DealerRater was also recently awarded a Technology Leadership Award from Dealer Marketing Magazine. For more information, visit or call 800-266-9455.


Press Contacts:

Jeff Perlman                                                                Anthony Popiel

Brandware Public Relations: Los Angeles                 Brandware Public Relations: Atlanta                          

818.317.3070                                                              770.982.6200, ext. 301


Tarynne Rodney



Views: 4025

Tags: 530%, Car, Conversion, Dataium:, Dealers, Get, Higher, Online, Rate, Reviews, More…With


Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Join Automotive Digital Marketing

Comment by Alexander Lau on September 12, 2014 at 8:51am

Here is a nice product. Add this review plugin to any platform (with an additional of a simple script) and they've already had success in automotive. Perfect for VDPs (with some customization) or showroom pages.

Product Reviews

Genuine consumer reviews boost your sales by an average of 18% thanks to higher conversion rates, larger orders, profitable return visits, reduced cancellations and fewer returns.

Customer Experience Reviews

You don’t just need to persuade people to buy a product. You need to persuade them to buy it from you. Customer experience reviews turn annoying abandonments into rapid conversions.


It’s all in the details – Magnify collects individual reviews of your products’ extra details and upgrades, then injects them along the purchase journey to fuel the upsell.

Google Seller Ratings

Because of our long-standing partnership with Google, your reviews are aggregated on Google Seller Ratings.

Fast Response

We’ll tell you when a negative review or customer query arrives. You’ll get your chance to respond quickly and transparently to keep your customers on-board and shoppers fully informed.

SEO Boost

The flow of fresh, natural language content from Product and Customer Experience Reviews works towards your search engine rankings and a flow of traffic into your pages where the conversion magic happens.

Social Reach

Let your customers share their reviews on social networks and spread the power and value of your customer voices. Put their words where they have maximum influence with their social groups.

Fully moderated service

Our service is moderated, so we can flag up opportunities for you to interact with your customers – to answer a product query, turn your biggest detractor into your best advocate or get involved in a customer discussion.

Comment by Alexander Lau on July 15, 2014 at 7:12am
Comment by Tom Gorham on June 2, 2014 at 7:32pm

Wow, this has gone in many directions.  But getting beyond all of the sidetracking, Manny has said, "All I'm saying is, dealers shouldn't be held hostage with their own content. They should maximize it for themselves!"

I would cheer that statement as I represent a dealer, but I must disagree that reviews are a dealer's "own content".  We DO own our own content and we are not held hostage by it (unless the manufacturer dictates it's so... but I digress).  But reviews are not our content last I checked.  Reviews are the content belonging to consumers.  The minute we take ownership of reviews is when we lose credibility.  Reviews, my friend, are word-of-mouth advertising and most definitely do not include our mouths.  You can earn them or black-hat them, but black-hat is always a short-term, ill thought out solution that can and usually does come back to bite you.

If a dealer wants to take ownership, they should take ownership of their reputation, not their reviews.

Comment by Alexander Lau on June 2, 2014 at 1:23pm

Bingo Manny... 

Comment by Ryan Leslie on June 2, 2014 at 12:24pm


Let me clarify. There is a lot more to filtering reviews than just the IP address. It is used, but it isn't the primary means of discovering origination. My point was simply know the TOU for the site and follow it. That is really the only long-term strategy for collecting on a specific property.

Thanks for what has been a wide-ranging and interesting discussion!

Comment by Anne Fleming on June 2, 2014 at 12:11pm

Cherie -- you are right and NO need for nasty, this is a conversation about building all of our businesses. So there is not ONE RIGHT WAY. How to chime in and not sound self serving - impossible! Nonetheless, our platform, is all about connecting the most powerful buying segment, with dealers who market their transparency to women BEFORE they walk in the door. 

Women buy 75,000 cars a day!It's time dealers have a clear, tactile marketing plan - reviews at the forefront - as part of your monthly budget for women+families. WIIFT? Certified Dealers sell 10-15 more cars a month. Prorate that out in annualized sales and profit! Women drive business - there is no cliche there! 

Comment by Alexander Lau on June 2, 2014 at 12:09pm

I meant show the review scores, via Google's star system. No different than what the big boys do, outside of their massive head start. He he...

Comment by Alexander Lau on June 2, 2014 at 12:08pm

@Manny, if you're looking for a separate review site, without all the bells and whistles, use a plugin such as One click install on any WordPress installation. In theory, add it to your blog, etc. Alternatively, a theme itself @ (demo: Granted, those are for products, but you could easily grab a dB of automotive dealers @ or scrape them and add them to the lot. CSV import into WP, is cake dude. If you have micro-formatting set up (in this case (hReview) correctly, it will index and show the reviews along side your website. 

Just an option buddy...

Comment by Alexander Lau on June 2, 2014 at 12:00pm

At Manny and Cherie, while working at, we had a very hard time getting authentic, customer reviews from showrooms to review sites. I created a workaround, in the form of UltraSurf and things went smoothly. I believe they are still using the technique on their iPad kiosks. Happy Days! :-)

Comment by Cherie Price on June 2, 2014 at 11:58am

Ryan.........the hell they don't track you by your ip.

Anyway, it's bordering on getting nasty in here - think I'll go watch an episode of CRIMINAL MINDS.

Automotive Professional Network and Resource Exchange for Car Dealers, Managers, OEM and Marketing Practitioners seeking Best Practices.

ADM Sponsor

William B. Terry
Rated by Super Lawyers

loading ...

ADM Badge


Based On Your Interests...

ADM Consulting, LLC

Onsite/Offsite Combination ADM Consulting, LLC Professional Services
Select the maximum monthly investment you plan to make
Sign up for

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......



ADM Professional Services
Phone Consultation
Topic or Issue:

Top Automotive Marketing Forum Discussions

Share the Best Content w/AutoMarketing Community

Microsoft Office PowerPoint

© 2020   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service, pub-1344093271332697, DIRECT, f08c47fec0942fa0, pub-1344093271332697, DIRECT, f08c47fec0942fa0