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Joe, If you aren't going to score your interactive marketing efforts on Conversions (calls, chats, emails, foot traffic...leads) then what do you propose success metrics should be? So far I haven't been able to make impressions, time on site, and bounce rate pay the power company. Not that those aren't important metrics...they can be a precursor to leads. For companies like autotrader.com however, their function is lead generation and anything else they provide is gravy...I guess I'm just wondering if they are trying to sell the gravy as the meal, is that a realization that they are not good lead providers and now want to be something else?

Hey if shoppers are avoiding forms why are there so many forms on dealer.com sites? (Sorry, I couldn't resist...that was meant in fun.) I think shoppers "avoid" forms because we either distract them much or don't give them enough clarity or reason to act now.