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It Takes A Lot Of Hits!
While two sales on a hundred hits means a 2% conversion ratio, considered good by many, it may not mean much to you. Unless you are generating lots of hits, you may be forced to rely upon your judgement, rather than numbers.
http://developers.evrsoft.com/article/web-development/ecommerce/it-takes-a-lot-of-hits.shtml
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