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A few observations:

• Shoppers don't go car shopping to fill out a lead.  One can argue, a lead submission is a not a positive shopping outcome.
• Shoppers sometimes fill out leads because they don't see something on the website (in the comments they'll write: "I like one just like this, but not in white")
• Often, shoppers have no intention to getting into a discussion (it doesn't improve their negotiating position)

Also, consider shoppers buy cars at different speeds:

[ATTACH=full]2475[/ATTACH]

Things that can make a shopper vanish:

• 40% of shoppers buy in under 14 days
• The lead source: The dealer site is often the last step in the journey