i've done great with both highly professional and total amateur sites but it does matter what the tours look like - it's just that whether a tour is amateur or pro looking isn't the difference that matters.

how well the tour reflects the content is a big piece of it. great graphics aren't enough - they have to "feel" right. they have to work with the content. i've seen many highly designed tours that didn't sell for shit because although the graphics were perfect and wonderful, they didn't work for the niche.

i've also done better with the tours that show the actual content from inside the site as opposed to a traditional tour.

i have a friend who gets wonderful webinc headers, buttons and join pages for his reality tours - then he tests more than one style of episode table. different sizes and numbers of pics make a difference in his sales. then there's trailers. a buddy of mine went from okay trailers to trying a really sweet professionally made trailer. it cost a fair amount of money, but his sales more than doubled.

and don't forget the join page, which can also have huge effect on sales. my personal advice - don't settle for the first thing the designer gives you. try several variations and keep track of which one works the best on what traffic. the little things add up.