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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: 3661

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


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Comment by Alexander Lau on June 2, 2014 at 11:50am

You're very welcome Manny. Again, use at your own discretion. 

Comment by Ryan Leslie on June 2, 2014 at 11:48am

Dealers that are still reading this comment thread, and I know you're dwindling in number at this point, any review site that cares about the origination point of a review is NOT relying solely on an IP address to filter content.

If you want to collect in the showroom Ralph has pointed you to sites that allow you to do so, if you want to collect reviews on sites that forbid collecting in the showroom ie Google, Yelp, DealerRater, please don't believe that a free program and a willingness to ignore their TOU is a long term strategy.

Comment by Alexander Lau on June 2, 2014 at 11:24am


BTW, I'm not condoning using UltraSurf illegally (fake accounts and reviews). As long as you keep them truly unique per customer, you should be fine. I don't see anything wrong with an IP bouncing tool. It's really the only way they can stop you from posting multiple times from the same spot.

Comment by Alexander Lau on June 2, 2014 at 11:21am

Good work Manny!

Comment by Alexander Lau on June 2, 2014 at 11:10am

@Manny, unsure what you mean bro...?

Install UltraSurf on any internal machine and it gives you the option to choose an anonymous IP address. UltraSurf is a tool that will help you browse the internet anonymously, no one will know from where you are connecting to the network or who you are. Unlike other similar tools, UltraSurf is very easy to use and, in addition to hiding your IP, it clears your history and cookies.

Actually, you needn't even install it, it just floats. 

Comment by Alexander Lau on June 2, 2014 at 10:42am

@Ralph. I'm not the one that posted this thread, which was a risk from the start considering:

I just commented my opinion. Dealerships doing business with partners of companies committing grievous, illegal acts of data sharing are the real losers and fools.

I've nothing to do with Women-Drivers, actually.

Comment by Ralph Paglia on June 2, 2014 at 9:54am
oh yeah... Alexander, I removed the ad you posted as a comment for Women Drivers. Maybe you are collecting ad payments from them, but ADM is not... Although we would love to get their sponsorship!
Comment by Ralph Paglia on June 2, 2014 at 9:52am
Mr. Manny Luna, you KNOW I am one of your biggest fans, but I disagree with you about selling cars and dealership reviews. I have seen far too many deals walk into showroom floors at dealerships all over North America where the customer drove past more than half a dozen same franchise dealer points to get to the store I was at because of the reviews they read online. Alternately, when a dealership loses business because of either the lack of reviews, bad reviews or the competition dwarfing the total review presence of the store losing business... The LAST PERSON to ever find out about all the lost deals is the Dealer Principal or General Manager of the dealership losing business.

When reviews and reputation brings business in, the dealership that receives the benefit hears about it daily from those customers... But when reputation and reviews loses a dealership business, all you hear are the crickets chirping and the salespeople complaining about less traffic than in the past.
Comment by Ralph Paglia on June 2, 2014 at 9:47am
Cherie, I have yet to see any meaningful use of the dealership reviews feature on AutoTrader... Maybe you and your dealership could become an AutoTrader Dealer Reviews "Best Practice" example! If you can make it work for the benefit of your dealership in a measurable way, then lets get a blog showing how you did it posted and I will personally feature it, syndicate and distribute to thousands of your peers who all want to be more successful in their automotive careers. AutoTrader might have a great Reputation Management program, it is unfortunate that I am not familiar with anyone having any significant success with it.

If someone else out there has had success with AutoTrader for dealership reputation management, then please chime in and share your experience with the rest of us...
Comment by Ralph Paglia on June 2, 2014 at 9:41am
Alexander, let me make something as clear to you as I can; I am VERY aware of legalities involving data mining, tracking, harvesting and the legitimate uses of that data in the application of aggregated data summaries. If you seriously think that Dataium is engaged in illegal activities, then you are a fool. When myself as well as many others are dragged into court by the FTC because they think we use sites like ADM, dealerELITE, DealerRefresh, DrivingSales, etc. to engage in collusion to keep new car selling prices higher, then you can bet that something like what you are alleging would make a far tastier and easier target.

As much as I believe in freedom of speech, I do not like or condone when that right is abused to slander and besmirch another business because the person making such allegations feels they have been less able to sell car dealers something or that they paid too much for the company's products in the past.

I personally do not believe Dataium is involved in illegal activities of any kind, and if you do then the appropriate action is not posting unproven and potentially harmful statements... The right approach would be for you to take the evidence you have and contact the FTC, State Attorneys General or some other entity that has the resources to stop any such illegal activity as you seem so eager to allege.

Meanwhile, you recommend violating dealership policy and procedure with anonymous browsing tools and other less than "High Integrity" tactics as if telling somebody to do something that has the potential to get them terminated is of no concern to you. Yes, I have shown ADM members how to get around roadblocks and uncooperative IT managers in the past, but I did so with very clearly stated descriptions of the risks that a newer employee or anyone might run into when engaging in such activities... And, I have always recommended developing a "Co-Conspirator" support network amongst managers so that such work arounds become less politically risky... You should consider the risks you are subjecting people to if they follow your guidance and then make sure such guidance includes a disclaimer identifying potentially harmful side effects.

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