New! Online-Only Preview of September Cover Story

Anecdotally, I think it’s high. It used to take us an average of two calls to get an order. We’re down to just over one. In the old days, the thing you heard from the call-center reps was, “All I ever get is questions.” Now they [customers] seem to be getting their questions answered online, or in the catalog, before they call. But we’re not mailing vastly higher numbers of catalogs, so my guess is they’re getting them [answers to their questions] online. We’re somewhere around 300 visits a day online, with the average visitor looking at almost 17 pages and hanging around for seven-and-a-half minutes. So I don’t know how those compare with industry statistics, but if I can get anybody to look at 16 pages on my site before they leave, I think they’re fairly interested.