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Well, interesting observations.  I don't know what to think about the customers having more questions than answers.  Most of those questions revolve around financing at my store.  Oddly enough, I took the time to write a huge FAQ page for my finance department...and it is the LEAST read page on my website.  I suppose that is evidence of a part of my site that sucks.  Customers want to know, the answers are on my site, none of them read the answers.


As far as shoppers buying a different car than the one that brought them in......I don't see that as evidence of a site that sucks.  That is a fact of the vehicle purchasing/shopping experience.  It used to be the same way 30 years ago when we ran print, radio, TV.  I just believe that there are some things that can't happen on a website.  Customers can't drive, sit in, smell, hear, feel, a vehicle on a website.