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Here's how 'ol man, Uncle Joe sees it...

 

The Home page is the curtain before the show. 

Shoppers want the curtain to open to see the show.  Oh sure, if your curtain is dirty and torn, the audience's expectations drop, but, if the show is HOT, the dirty curtain is long forgotten.  If your home page is a toilet, then improving it will reduce your bounce rate, but, a Home Page can't sell a car.

 

just my $0.02