Jed Alpert

Editor in chief of Dealerscope

It’s a rare customer these days who doesn’t walk into your store armed with a sheaf of Web printouts. Not a problem—unless the printouts are from a competitor’s site, leaving you the thankless task of defending your prices and policies against this research. All the more reason to try to increase the odds that the research came from your site, rather than somewhere else. A sloppy, illogical, sluggish Web presence with a lot of informational holes is just as bad as a retail store with neglected, dusty displays and disinterested sales associates. Both scenarios work against conversion—the common bottom-line in both brick-and-mortar

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