No disservice intended!! I am simply and specifically talking about the business of "working the content" to produce more yield.
I bet if we met at NADA and had an hour or 2 over an adult beverage, you'd see that we're on the same page! No one preaches more about "demoting conversions in favor of optimizing for the silent majority" than me http://forum.dealerrefresh.com/google.php?cx=018437389317799583975:u6h0qif88mw&cof=FORID:10&ie=UTF-8&q=silent+majority&siteurl=forum.dealerrefresh.com/
I am now a John Ross disciple, drinking Shopper Sciences kool-aide (heres the post where I refer to the findings http://forum.dealerrefresh.com/f21/autotrader-vs-cars-com-value-comparison-2340-5.html#post20646 )
If you see the ThinkAuto chart (below) and ponder on it's priorities, you'll agree that ALL DEALER WEB CONTENT SHOULD BE PREACHING ABOUT THE DEALER EXPERIENCE (not on conversions)
(I have this posted on my office wall, 3 feet from my face and it talks to me every day 
IMO, i completely believe that if I build the content not to focus on the conversion, but on the benefits of the dealer experience (see chart Top Influences #1 and #2), I'll end up with more ups (albeit stealth). If I can successfully communicate this message, a side benefit to this is a "less timid" shopper. A "less timid" shopper should be more likely to fill out a form!
NOW, look at Top Influence #3 "REQUEST A QUOTE" hmm... sounds a look like a NEW lead tool?
OK... Check out Top Influence #4, "Searched Dealer Inventory". No leads here, but, i betcha there's lots of VDP opportunity here.
etc....
