wenwilder, thanks for the input. You make some good points. I will change the product headings and beef up the product listings.
Your comments regarding our Free Shipping are well taken...we will make that change also.
In your last sentence you say:
You have a great site and 5% may be the norm... but it's not the rule. The rules are yours, you just have to be willing to set them.

Could you explain a little more? Is a 5% conversion rate a realistic goal?

Thanks again

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John