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Good tour design is the easiest way to bestow confidence that the member's area of a site is quality.
If a possible consumer's initial impression of a site is uninspired, you've got a serious uphill battle to get them to pull out a credit card. Some niches, i.e. Amateur, would be less susceptible to this effect.
That said, I see an awful lot of very pretty designs that lack any basic tenets of marketing.
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