Ductless air
conditioning? The question was how to get consumers emotionally involved - even if they can't buy the product directly. Two Web areas were created: one for consumers, which features snappy
interactive tools and video, the other for installation pros. The response? Increased total Web site contact conversion rate and sales versus the previous year. In a one-month time span, 28,774
consumers looked for a dealer and 20 percent of people who came to the site contacted a contractor.