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To often do I see sites, especially in the automotive industry, where the user experience is completely ignored in lieu of what the site owner thinks is the right thing to do.  Usually these types of decisions are made by people who really do not have a clue about internet marketing, including the website vendors.

Just recently I made a suggestion to a Cincinnati used car dealer to remove the pop up from the home page and their conversion ratio jumped dramatically and decreased the bounce rate on the site.  It is simple things like this that can make a site successful versus just being a waste of bandwidth.

To often businesses forget that their website is an extention of their brick and mortar business.  A pop up on the home page shows that you do not value the visitors trust that they placed in you by visiting your site.  If you don’t greet cutomers by jumping in their face when you visit your store why would you do it when they visit your website?

Spending your marketing budget on an inefficient website is akin to advertising in a paper 150 miles from your location.  You may get a call or two but was it really worth the effort?  Probably not!

Successful marketers will realize the opportunities that this down economy presents and execute on them.  It does not matter if it simple things like creating a dealership blog or using sites like squidoo to leverage traffic on terms like buy here pay here to generate credit leads.

Please leave any suggestions you may have to improve website conversions below.

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