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Firebug — Pretty Darn Good CSS Tool

Firebug is an addictive little addon to Firefox which lets you inspect the CSS properties of essentially anything you can click on and modify them in real time.  This lets you easily simulate what would happen if you actually changed the properties, except without needing a page refresh cycle.  If you play around with it, it can help answer the big (and befuddling) questions like What Line In My 2,000 Line CSS or HTML File Makes This Box Go Here, which throw non-designer me for a loop.

I used Firebug for ten minutes to make some changes to Bingo Card Creator’s site that I’ve been putting off for over a year now.  People would actually mail me to say “You know, your header doesn’t actually go the entire width of your content area — the menu on the right juts out a little” (twelve pixels, as it turns out).  I always thanked them for the comment and made a mental note to do something about it, then (when I actually opened the CSS file) got lost and gave up.

It also gives me a feeling of ownership of the design, which (since I am not a designer and have the artistic acuity of a nearsighted mole) I generally treat like holy writ that I am not fit to alter.  While I was on a roll doing pixel-perfect accuracy, I changed something that has been a nuisance forever — teeny tiny font in my H1 and H3 headers (11 pixels for a page header… not a quality choice!  But I put up with it for forever).  I think they are both more visible and more aesthetically pleasing now.

If you have any comments on the new design I’d love to hear them.  It isn’t a quantum leap in quality, obviously — just an evolution of inches, like most of the things I do.

10,000 bucks… Yowza

I’m stupefied by the number, I just crossed into the five figures category today… and sales are accelerating.  Let’s bust out a graph, shall we? 

Monthly Sales for Bingo Card Creator

(Edit: It belatedly occurs to me that I took that screenshot in the middle of a mouse hover.  This is what I get for operating a computer after a night of karaoke.  Ahh, well, the Japanese won’t kill you.)

The October 2007 figure is an extraordinarily conservative estimate.  (I quoted $1,500 but I’ve already sold $1,250 and the month is only 2/3rds over, with a holiday and a version upgrade coming around the bend.)

Profits are somewhat less impressive, as I’ve shelled out ~$250 in one-time expenses to get the linkbait which I will launch this weekend ready.  Check back tomorrow for details.

Sorry for lack of posts

Got something in the works but I have been dying of a combination fever/cold/flu thing the last few days.  Hopefully I’ll have something up around Wednesday.  It will be regarding the linkbait I have been working on for a week now, and how you can get linkbait to work for you.

Don't Make My Really Elementary SEO Mistake

So, fourteen months into marketing Bingo Card Creator and quite a bit into becoming an amateur SEO, I finally added a 301 redirect from bingocardcreator.com to www.bingocardcreator.com

Folks who are more experienced in ways of SEO will be doing a faceplant when they hear that, since it is often suggested as one of the very first things you should do.  The reasoning is simple: search engines currently treat things on different subdomains as being mostly unconnected websites, so in the eyes of the all powerful Googlebot a link from a download site to bingocardcreator.com and a link from a teacher to www.bingocardcreator.com are votes for two different websites rather than votes for the single unified entity.  A 301 redirect, on the other hand, tells browsers and search engine bots that what they are looking for is a) not available where they asked for it and b) is available somewhere else, on a permanent basis.  When Google et al see a URL that is 301ed to another URL, they just treat the first as an alias of the second.

My failure to have this redirect in place is really bad.  I remember thinking of fixing it a few months ago, but it was a stray thought when I was on the train.  The next stray thought was “Well, I’m really the only person who ever links to the page, and I always choose www, so it won’t really make a difference”.

Today, I used WebsiteGrader, an impressive piece of linkbait done by the HubSpot folks.  I think I have mentioned them before.  Anyhow, I was doing it in preparation for releasing my own little bit of linkbait in the next 48 hours or so.  Buried in the results was a gigantic red warning saying that I had forgotten to do this.  I’ve been ignoring the mental equivalent of gigantic red warnings for a year.  However, I’m a very data oriented person, and WebsiteGrader reported I had 550 inbound links to www.bingocardcreator.com (I know the number to be higher, but its an inexact science) and… 553 to bingocardcreator.com. 

Faceplant.  All that work creating linkable content and I was throwing half of it away.

I’m especially embarassed because this is  something that can be fixed in literally fifteen seconds, especially if you’re using Apache.  (Which, if you’re using Joe Random’s Super Cheap Webhosting Service, or GoDaddy for that matter, you almost certainly are.)  Copy the following into the .htaccess file in your web root directory (there are other options, this is just the quickest to explain).  You don’t need the first line if it is already there, and I’d suggest these be at the top of your file:

RewriteEngine On

RewriteCond %{HTTP_HOST} ^putyourdomainnamehere.com [NC]
RewriteRule ^(.*)$ http://www.putyourdomainnamehere.com/$1 [L,R=301]

Yikes, that was overwhelming

I think it has been about twenty hours since I posted the job request for folks to help me out with a random task for my uISV.  I succeeded far, far beyond my expectations in finding folks willing and able to get the job done.  I look forward to seeing the output from the experiment, and I’m sure that even though I’m going to end up buying a few more bingo cards than I was budgeting for for starters that it will be at least as productive as the giant amount I spent on AdWords last month.

If you’re wondering “Hey, I wonder what the heck he is going to be doing with dozens of PDFs and GIF files of bingo cards?”, make a little mental note to check back this weekend.  Assuming at least some folks are done with the  deliverables by then I should be able to roll out my little brainstorm.  (This also assumes that I will be able to successfully code to save my life on Sunday, which is doubtful as Saturday is the annual Old Boys/Old Girls get together in Kyoto and I fully intend to be karaoke-ing to the break of dawn.)

Not Sweating The Small Stuff

A customer recently emailed me that they hadn’t gotten their CD key in the email and also needed to update the address on their CD delivery.  I sent them the following:

It appears that your main email account (redacted@redacted.com) is full of emails and as a result cannot receive any more.  I am sending this to your secondary email account in the hope that it reaches you.  You will find your Registration Key and instructions beneath my signature.

I will contact the company which processes shipping for me and make sure they send the CD to

123 Main Street

Apt #123

Anywhere, US 12345
instead of to your address in Big City.

Regards,

Patrick McKenzie
Dear (customer),

Thank you for your purchase of Bingo Card Creator. This email contains your registration code — please save it for your records. If you ever lose your code, you can contact us at support@bingocardcreator.com or through our website and we’ll happily look it up for you.

You have also purchased a CD. We will attempt to ship this within the next business day. After that, it generally takes 2-4 days to arrive depending on where you live, if you are in the continental United States. If you are not, send an email to support@bingocardcreator.com and we can give you a better estimate as to when it will arrive.

You will need to enter this registration code into your software to unlock its full functionality. You can do this by selecting Purchase Now from the menu bar, and then select Enter Registration Key.

Your Registration Key is BINGO-12345-12345 .

Assuming you were previously using the trial version of our software, you don’t need to download anything, but if you wish to make sure your software is up to date go to our website (http://www.bingocardcreator.com) and click “Download Free Trial” and follow the onscreen instructions. Note that if you have already put in your registration code no matter how many times you use that installer your software should stay registered, so feel free to update it at your leisure.

If you have any questions, please don’t hesitate to contact us at support@bingocardcreator.com . Thanks again for your business.

Regards,

Patrick McKenzie
BingoCardCreator.com

Now, I think that is a fairly easy to understand email.  It should resolve the problem.  So imagine my suprise this morning when I get another email from the same customer saying “Well, I cleared out my email and checked again, but couldn’t find the registration code.  So I ordered it again.  Could you cancel the first order?” 

I’m sort of loathe to yank back the order from SwiftCD (a manual process) not 12 hours after having to yank another order from them (the first, due to the botched address).  No sense making too much extra work for them.

So I’m out an extra $5 for the second CD, because my customer apparently did not understand that my first email resolved their issue.  That is irksome… and I haven’t mentioned it to the customer, and won’t, aside from to say “Of course I can do that for you.  You will end up receiving two CDs — feel free to discard the one you don’t need.”  A certain amount of minor irritations and miscommunications are par for the course.

Sidenote: SwiftCD has been incredibly understanding of my support needs (which include periodically yanking orders and retroactively changing addresses) and unfailingly fast and professional in dealing with them.  If you need decently priced CDs stamped and shipped off to anywhere, they get my unwavering recommendation.  As a bonus point they integrate directly with e-junkie so the amount of work I do on 95 out of 100 CD orders is… nothing.  It just happens and I get a bill at the end of the month.

September 2007 Stats, Or, You Make $1k a Month on WHAT!?

Capsule: I made it past the $1,000 mark in sales, finally.  Net profit was significantly below that due to heavy experimentation with AdWords.  It should hopefully be healthier this month.

Income:

Sales: 41 (1 refund due to customer error, 12 CDs)

Gross Income: $983 + $25 in Canadian + 26 pounds = ~ $1,061

Income Net Paypal: ~$1,039 

Expenses:

GoDaddy: $7

CrazyEgg: $9

e-junkie: $5

SwiftCD: $71

AdCenter: $18

AdWords: $325  (Yowch!)

Total Expenses: $435

Total Profit: $604

Commentary: Yes, as you can see I lost an awful lot of money figuring out what worked and what didn’t with AdWords.  Not all of that is “lost” so much as it is temporarily negative cashflow — there are literally thousands of my trial versions now installed as a result of that expenditure, and some portion of them are going to convert in the future.  I learned a few lessons: #1 you have to watch the content network like a hawk but #2 if you do, especially using their new Conversion Optimizer, it can be amazing.  (I am paying something like 24 cents a free trial now for the last week.  That implies a cost of less than $12 per additional $24 profit sale.  Do a little dance, make a lot of money, get down tonight.)

It seems like it has been a while since I posted updated Analytics stats, so here we go.  Note that the free trials is slightly borked at the moment (it conflicts with Website Optimizer, for some reason — was someone not paying attention to their own product line at Google?):

Visits: 16,000

Trial Downloads: 2,000 + download sites (conversion is about 12.5%, lower than the 20% I was getting last year due to both large numbers of uninterested prospects from the Google search “bingo cards” and also because I am much stricter in counting “conversions” now)

Known Good Trial Installs: 615 (6.5% of them bought, although this is slightly skewed by the fact that the easiest route for buying will automatically flag their trial as a known good install)

Biggest Source of Traffic: The Big G, with 46% of my traffic

Head of the Line or Long Tail?: Long Tail!   Google keywords averaged three hits apiece.  The top 10 keywords counted for only 40% of the total and it falls very, very rapidly from there.

What are the top few?  Same as usual.  Bingo cards, dolch sight word list (#2, first time ever I think), printable bingo cards, bingo card maker, bingo card creator. 

How is the blog doing?  That Free Bingo Card post gets about 1.5k hits a month now, translating into 500 clickthroughs to my site, and about 50 trials or ~ $35 a month in revenue.  ($50 this month, actually.)  Not bad for one single post, and I will finally get off my duff and launch the Bingo Card Creator blog this weekend.

Biggest Vexation?  Google only finds about 60% of my sales, and I remain clueless as to what percentage of AdWords referrals actually go on to buy.  I have a good lower bound for it (which makes my campaign borderline unprofitable) but have no clue what the actual number is — could be double, could be better.  Anecdotally, I definately see the sales numbers go up when I increase AdWords spending, but I’m not sure if the increase is .9x or 1.5x since the data is too darn noisy and limited to boot. 

Before I Try RentACoder… [Edit: Got My Help, Thanks!]

Thank you to all of those who responded.  Due to overwhelming interest, I’m going to have to withdraw the offer for additional people to work on this, or I will be unable to pay everyone who has offered to work (and everyone who has, until this point, offered and produces acceptable work will be paid). 

… I thought I would mention this here.  (What is the purpose of RentACoder and similar?  To connect money with talent while bridging the trust gap.  I’ve got money, you’ve got talent, and if you are reading this you presumably know me to be an upstanding sort.  Given that, I see no reason to pay RentACoder a 10% finder’s fee for finding you.)

I have a task I need done for my small business.  It requires basic computer skills, a good command of the English language, a bit of creativity, and a whole lot of drudgework.  I work crazy hours at a Japanese company and, frankly, while I have expectations that this venture will pay off handsomely for me I have very little desire to do drudgework after I get home at 10 PM.  I estimate the task will take approximately two hours, and will pay $30 for it.  There will be significant opportunities for further work at similar rates if you do a good job.  If you are an enterprising individual who thinks that sounds interesting, read on:

1)  Create 20 lists of approximately 25 words or short phrases, one word/phrase per line, in plain text format.

Specifications of what lists are acceptable appear below.

2)  Open each list of words in Bingo Card Creator.  This step will require a registered copy, which if you are working on this project you can obtain from me at no charge.  (My email address is (my first name)@bingocardcreator.com)  The free copy is yours to keep.

3)  Using software such as PDFCreator(freely available from Sourceforge, it is a virtual printer which you print to and out pops a PDF) and the like, create 1 PDF file of 8 cards printed 4 to a page.  The cards should have the column headings BINGO (see the Options Menu).

4)  Create one GIF of one card printed alone on a page, of any consistent resolution less than or equal to 575×600 at which a)  the card is centered and b)  all words on the card are clearly legible.  The cards should have the column headings BINGO (see the Options Menu).When I have done this process by myself, I have used step #3 to create a PDF file, then opened it in Acrobat Reader, taken a screenshot, and manually cropped the shot in Paint.net to the specification.  If you can devise a more efficient manner of doing this, by all means go right ahead.

5)  All files should be named descriptive-name-of-list.txt, descriptive-name-of-list.pdf, and descriptive-name-of-list.gif.  )Separate words with hyphens.  (Example: romeo-and-juliet-characters, important-european-cities, etc)  They shall be clustered into directories named after the categories you choose, which will be described below.  When delivering to me, zip them up.

Desired Characteristics of Word Lists:

  • Lists should be words which are strongly relevent to each other and related to a specific theme which is appropriate to primary or secondary education.  Examples of possible themes: words about Valentine’s Day, capitols of the United States, periodic table symbols, characters from Romeo and Juliet. 
  • Lists should be exactly 25 words unless the list is of a defined set of things which would be incomplete with 25 elements (for example, capitols of the United States), in which case include them all.
  • Characterize lists by subject matter.  You have wide discretion in what subjects to use and what falls under each category, but please try to ensure that all categories have at least 3 and no more than 5.  For example, if you do Romeo and Juliet characters, you might decide you have a Literature category and will need to fill it out with at least 2 other Literature lists.
  • All words and topics should be appropriate for use in a classroom.  If in doubt, throw it out.
  • Spelling and factual accuracy are absolutely critical.  Please use modern standard American spellings for all terms with multiple alternatives (e.g. Kyoto not Kyouto, color not colour, Beijing not Peking, etc).  These words will eventually be used in an educational setting, and we can’t have children learning that Berrlin is a Major European Capitol.
  • No overlap between lists.
  • No overlap with lists already provided with Bingo Card Creator (check the Wizards menu if you are unsure).
  • You can have one category be math problems, if you’d like.  If you do, make the types of problems diverse (for example, 5 lists of multiplication questions will not be acceptable, 1 list each of addition, multiplication, subtraction, and division problems would be acceptable).
  • You must not violate anyone’s intellectual property rights to compose these lists.
  • You must not look at other bingo card sites (other than bingocardcreator.com) on the Internet to develop these lists.  I am imposing this requirement out of an abundance of caution, to protect both you and myself from claims that you are infringing on another’s intellectual property.

It takes me approximately 6 minutes to prepare the above requirements for one list of words.  Accordingly, 20 lists is approximately 2 hours of work.  You may well be able to accomplish it faster if you more diligent than I am or if you automate the image generation.  I am willing to pay $30 for the above deliverables for 20 sets of words, so you should end up making $15 an hour, which is half again my best paying part time job from my college days.  If you already make much more than that, this offer will likely not interest you, but feel free to refer this opportunity to a bright young nephew or starving college student of your acquaintance.   

I will commission the above work from at least three sources.  If I am particularly impressed by the quality from any source, I will a) pay them a bonus at my discretion and b) offer them the same rate on a MUCH larger order(s) of lists.  This could potentially reach into the several hundred, pending our mutual agreement on the matter and continued performance.

Quality:

Since you’re probably angling for that bonus and additional work, in addition to doing the job you’ll want to do it well.  Here are the subjective things I would like to see.

  • Broad coverage over a wide variety of disciplines
  • Word lists which are subjectively interesting to teachers/students (for a biology list, “varieties of flatworm” is far inferior to “parts of a cell”)
  • Bingo cards which are aesthetically pleasing — the words are clearly readable and of similar font sizes (they are automatically resized to fit if they are too big, but the effect can be jarring if some words are HUGE and others phrases are tiny).  Bingo Card Creator performs best on relatively short words and phrases, and looks substantially less nice on words longer than, say, “Massachusetts”.  If something doesn’t come out quite right, try playing around with the font size a little bit.  Bonus points if you use non-default font types or sizes in a way which enhances the card (see my Harry Potter card for an illustration of the technique — its a vaguely mystic free font).

Legal Stuff:

  • I will pay you on receipt and acceptance of the deliverables.  (Typically, as a freelancer, you should be asking for something upfront to ensure you will be paid.  However, if you’re reading this you presumably trust me to make good on my promises.)
  • If you are otherwise capable of doing the work, it doesn’t matter a whit to me where you live or what language you grew up speaking. 
  • Payment will be by your choice of either Paypal or, if you reside within the United States of America, a paper check.  I will attempt to make payment “very darn quickly” after receiving and accepting the deliverables, but for form’s sake we’ll say 3 days if by Paypal and delivery of the check to your door within 14 days if by check. 
  • I consider you to be an independent contractor.  Taxes and any paperwork, if there are any in your locality, are your responsibility.
  • You represent to me that you are legally eligible to work where you are working.
  • As this is work for hire, you agree to assign all rights in the deliverables to me.
  • Fair warning: I will be blogging about the results of the project that I use your work in.  If you don’t want to be mentioned by name, tell me so or I will assume otherwise.  (Conversely, if you want a free link out of the deal, it is yours for the asking.)

If you’re interested, and have read this far, send me an email to inform me that you would like to try this and to request your copy of Bingo Card Creator.  I’ll greatly appreciate a descriptive subject line.  This offer expires on October 15th, 2007 or earlier should I call it off (at my discretion).

Thank you to all of those who responded.  Due to overwhelming interest, I’m going to have to withdraw the offer for additional people to work on this, or I will be unable to pay everyone who has offered to work (and everyone who has, until this point, offered and produces acceptable work will be paid). 

Bingo Cards On Rails

No, despite what you might think, I haven’t decided to make Bingo Card Creator into a web application.

I was thinking about the full length of my conversion funnel today — from the very second someone gets on my webpage, to the instant they’ve clicked the “Send Patrick money!” button at Paypal or Google.  I was thinking “Is there any step in this process which could be easier or more streamlined?”  And of course there was — there always is.

The most prominent feature of my home page is a screenshot of Bingo Card Creator, which is dead center and dominates the page.  I know that screenshot captures viewers’ attention instantly, because a) when I made the icons prettier on it I started selling a lot more and b) CrazyEgg tells me that something like a quarter of the people who so much as glance at the page click on it.  When they click on it, the screenshot expands in a Lightbox effect. 

What I would like to happen: The visitor should, at this point, say “Wow, that is cool.  I want to try that.”  Then they click on the Free Trial button on the right, download the free trial, install the free trial, play around for a little while, click on Purchase Now, and come pay me money. 

What really happens:  Exactly that, some of the time.

What else happens:  The visitor, not too computer-savvy and left without direction, just closes the browser, hits the back button, or ambles on to read more from my website.  Not that I mind reading, you understand, but I want to encourage folks who are ready to do more than read to skip the reading and proceed straight to the trial.

So, I hit upon an idea — put the whole process on rails (in the non-Ruby sense of the word).  I know what I want the customers to do, so why not tell them?  Plus, the screenshot as it is is busy — it isn’t exactly clear what message I’m sending, other than “This program exists, and look, it has pretty buttons”.  (Do not discount the effect of pretty buttons!  Doubled my sales!)  In particular, the bottom of the screenshot (where I put advise for new users) is offputting: its a wall of text and, as we all know, nobody reads on the Internet.

So here’s what I changed about the screenshot (only after clicking to view the screenshot, mind you).  (WordPress may cut these off — click for full-sized.)

Original

became

New Version With Instructions

You’ll note the second version gets rid of the ugly Wall-O’-Text and replaces it with a nice, hopefully readable instruction on what the person probably wants to do. I used the blue for the Download Free Trial text to mentally prepare them that the Download Free Trial button is blue, without having to say so (I tried, but it started to feel cramped).

So let’s test it:

1)  Create the two images.  D’uh.

2)  Create two versions of index.htm, one telling Lightbox to use image #1 and one telling it to use image #2. 

3)  Upload them both (second one is index-alternate.htm), check for errors.

4)  IMPORTANT: Ban index-alternate.htm in robots.txt to prevent Google from smacking me with the Duplicate Content penalty.

5)  Go to Website Optimizer, get Javascript, insert, upload again.

6)  Identify conversion page.  Ideally, I would like a conversion to be actually downloading the trial.  Unfortunately, the trial download links go to an .exe and a .zip, and so I can’t exactly insert the conversion Javascript in them (for reasons beyond my ken, Website Optimizer won’t let you piggyback on Analytics’ use of a Javascript call to record clicks on non-html pages).  So, I punted and instead inserted it into the Free Trial page, because everyone downloading a trial needs to visit there and if I get 10% increase in the number of visitors there that is a good thing even if they don’t all necessarily grab the trial.

7)  Blast 5,000 4,200 visitors a week past my home page and see which one wins out.  (Edit: my original traffic estimate for September was off, so I updated it.)

8)  Do it again, and again, and again.

Google's Conversion Optimizer… Rocks

Earlier this week I mentioned that I had started using Conversion Optimizer, Google’s new thingamagig where you bid Cost-Per-Action (CPA) on the content network instead of Cost-Per-Click (CPC) and let their black magic sort it out.  The preliminary results are in: this is the best thing to happen to AdWords since AdWords.  Not only is it a totally automated smackdown of the most egregious spam sites (and quite similar to a solution I proposed a few days ago), it has drastically cut my advertising expenses while not hurting revenue that much at all.

Pre-Optimizer Daily Spend: $10-12

Post-Optimizer Daily Spend: $5-6 (down 50%)

Pre-O CTR: .8 to .95 %

Post-O CTR: 1.1 – 1.2 %  (up 50%)

Pre-O Clicks Per Day: 100 to 120

Post-O Clicks Per Day: 60 to 80

Pre-O CPA: 45 cents to 50 cents

Post-O CPA: 25 cents (down 50%+)

Twenty five cents.  Twenty five cents.  Wow, has it been a while since I’ve seen that number. 

Lets do the math here, shall we?  Assume that all trial users are equally likely to convert, which I cannot substantiate but believe to be more or less accurate when we’re talking in aggregate.  My conversion from a trial to purchase is, in round numbers, 2.5%.  If I pay 45 cents for a trial, then I am paying $18 to make a sale worth approximately $24 to me.  I still make money, but Google and the content publisher get most of the value from the sale, and I do all of the work.  Boo that!  And if I’m paying 50 cents for a trial, then I pay $20 for a sale worth $24, and at that price I might as well just not run the ad at all. 

If, on the other hand, I get trials at 25 cents, then one purchase at the margin costs $10.  Much, much better.  That doubles my profit margin without me lifting a finger, other than to turn Conversion Optimizer on.  Google and the content provider also are getting decent returns, which ensures that both will want to continue doing business with me.  For once the interests of Google, the content provider, and the advertiser are in perfect alignment here: I get the best CPA on sites which are closest to my niche, which means the readership is more motivated, which raises their CTR on my ads.  (This is because visitors at Mrs. Lindle’s Reading Tips are much more likely to want to play bingo today than folks reading snazzygurl413’s MySpace page.)  A higher CTR means that Google gets more for the same amount of ad inventory.  It also means that Mrs. Lindle gets more money, because they are putting high performing Bingo Card Creator ads on her site instead of the random garbage that Google usually fills low-CPC niches with, and even MySpace benefits, because they are no longer “selling” me 10,000 impressions a week which never generate so much as a single 8 cent click. 

When Google does things right, wow, do they do things right.

What is the downside?  Well, if you’re the tinfoil hat sort, you can worry about this one: to do this, Google needs to know exactly how much a conversion is worth to me.  That would, theoretically, allow them to achieve the holy grail of monopolies: perfect price discrimination.  That describes a situation where the consumer surplus (extra value you capture because you pay less for a good than what you value it at) vanishes, and this maximizes the firm’s potential profits.  Joel Spolsky mentioned that the market effect of two competing firms bidding on AdWords does exactly this, and classical economics predicts he is right.  With the information I gave Google to sign up for this option, there doesn’t even need to be a competing firm for them to intuit how high my maximum price is.

But, for the moment, I’m extraordinarily happy, as my advertising has gone from barely above water to, what is the vernacular, making money hats.  (Lets see, 25 conversions a day is 750 a month times 2.5% is about 20 additional sales for $300 profit.  Not bad for a business which typically profits about $700 a month.  Not bad at all.)  I’m really praying the preliminary results hold up.