Daveramsey.com, the website for financial-services guru Dave Ramsey, plugs the advertising for more than 20 live events a year around the country in which Ramsey doles out his financial advice and counsel. The website accounts for 60% of overall ticket sales for the events and the vast majority of the business leads for high-end events, said Tony Bradshaw, VP-Internet business and technology at daveramsey.com. However, when daveram-sey.com introduced the "Live Events" link on its home page in 2008 the link hardly resonated with its target audiences. Working with software company Adobe Systems, daveramsey.com discovered that only 10% of the websites visitors from a particular local market ever made it to the live events pages.
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