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A couple of points regarding sell thru. Sometimes its just hard to figure out what people will respond to until you get enough sales on a page to make you notice. Then take that page a dup it with different highlights, colors, and pics and see if it sells the same average. Messing and tweaking sales text is tough and should be done slowly and in bits at a time for fear that you loose whatever magic the page had.
One idea that does pop up though is that if you design for more pictures on your content page (15 or 16) all you have to do is split the pages, increase the thumb sizes to about 150 pix and now you've also got a gallery to submit with little extra work.
Also, IMHO colors play an important role in peoples behaivor. Dark green is not known as a great motivator. I would look in the world at large and try and copy the color scheme (and maybe even page layout) that you see in high end magazines where the compainies have spent much moola trying to figure out how to make people act.
Also, I've said this before but newbie designers and marketeers can do well by studying "mail order marketing". The concepts and rules are very, very, close.
Finally, I used to use FP for about 40% of my work. It was just too easy not to. However, MS has announced that FP is being dropped and won't be supported past this year (I think this year) in favor of the website design suite they have developed. Learning this I first said "FUCK"... now I am doing about 90% of my work in DW.
Good Luck
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