SanDiego_Art - 11:26 pm on Feb 15, 2010 (gmt 0)
I think if you are in the lead business, where a conversion is simply getting a form submission - it does differ from ecommerce b/c that person can "convert" on multiple sites - where there is only one shot at converting a buyer (they usually don't buy the same thing from multiple websites, but will fill out a lead form on multiple loan sites for example).
So being higher ranked in a lead business will help you get the conversions before the searcher tires from filling out forms. Who really wants to fill out a form 7-8 times by the time you go through all the PPC ads. So being at the top of the list SHOULD get you more conversions.
But the ranking doesn't affect ecommerce conversion as much b/c that searcher is concerned with a lot of other factors (price, shipping, delivery time, etc.) and only converts once...