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We do all sorts of transactions on a website. Each can be tracked and I am a firm believer that usability is tied to better results. Are these always financial transactions? No. We can still metric so many things:

• Lead submissions - these are absolutely affected by design and usability of the site. A more prominent green button gets more leads than a colour matched button below the fold.
• Contact page - directions requests, map views, email link clicks, etc. Metric them all based on different UX decisions and they absolutely change
• Vehicle search / filter / sort - when we rolled out better inventory search our VLP views went down and VDP views went up. This resulted in more cars being seen and resulted in increased page views per session
• Page views per session - this isn't an easy one to analyze normally. More inventory views is a good thing, but more service page views might indicate that customers aren't navigating the site well. The easier I make it for customers to get to the service booking form, the more service appointments I get.
• Financing forms - we A/B tested the hell out of short forms vs detailed forms vs DealerTrak forms. There is a huge difference.

What am I missing about this argument?

Usability of a website absolutely has an impact on sales. It may be indirect, such as better usability that results in more online visitors, or directly in the sense that customers have the ability to get far closer to committing to a sale because the usability didn't hinder them. I must be missing something if we are suggesting website usability doesn't matter.