The key seasons are the key seasons, but there are subtleties within them.

We did reminder emails for sales campaigns we had sent via email. They were dirt cheap, not a lot of work, and increased conversions by 50%.

It's an important reminder to us, to keep in mind how customers are going to use [products they purchase]. It's not just, 'Here's the processor speed and hard-drive size,' it's 'Here's how this will help you do the things you do in your life.' You can keep track of how many miles you log, use the computer to get onto various forums, share information, look for new trails.

There are some people more comfortable shopping through an online catalog. It only costs us a few thousand dollars each time and the sales we see mean a fantastic ROI.

We do a lot of testing.

We got a 25% increase in conversion and an increase in average order value when we sent them to a page that included more products.