tenerifejim - 5:37 pm on Feb 17, 2010 (gmt 0)
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...
I think there is probably a lot of sense in this - at least it explains what I have been seeing to me.