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Would a better measure of the value of website traffic, VDPs, etc. be lot traffic rather than sales? Sales depends on a variety of factors (sales staff, customers credit, and on and on and on). If I have a website that is drawing people into the store I would consider that a success. The guy running the website and advertising doesn't control the way deals are negotiated, doesn't hire/fire sales people or sales manager and doesn't have control over financing; therefore, I would argue it would be better to judge his value/the value of the website and web traffic based on the customers he is bringing to the store, not how many of them are purchasing.


That said, does anyone have any data on how website visits, inventory page views, inventory searches, etc. correlate to lot traffic?