Dear Randy:

First the bad news: The short answer is, you don't. Sorry, but a 10 percent buy rate on click throughs for such general search terms ("mp3 rock music" and "rock music mp3's") is unrealistic. If you get even a 1 percent buy rate for visitors using these search terms, you'll be very lucky indeed. The reason is, people who search using these terms haven't narrowed their search down to YOUR CDs yet. Try to pre-select more visitors who will be potential buyers by scoring high on search terms more specific to your offerings.

Now the good news: You've got great search engine placement and click-throughs. You just need to find a way to turn more clickers into buyers.

From what I noticed on your site, you might try these things:

Try offering a giveaway with each sale, but make it a limited time offer.

Find a way to improve visitor stickiness. All those visitors are great, but you want them to stay around and keep coming back. For stickiness, consider a rock quiz with the answer hidden on your site.

For return visits and to increase site loyalty, consider a "Randy's Reviews" e-mail newsletter instead of a newsletter including what you call your "views of the world." Your visitors are interested in rock music, therefore, in your newsletter you could include your top picks for each month. To retain your subscribers and turn more of them into buyers, make sure your newsletter is informative and not sales-oriented.

Also, your free shipping is great; you should promote that better on your site. And one minor note: "definitely" (on home page) is misspelled.

Best of luck, Randy. Or should I say, "Rock on"?