[ifearthenight]

From my experience 5% is generally (depending on service obviously) a pretty good conversion. The real question comes down to ROI though I guess. How much do you need to spend to increase conversion and how much revenue will that generate? Likewise how much would it cost you to drive more traffic? This ROI will change over time. Sounds like (albeit with limited info to go on) that it might be cheaper for you to drive traffic at the moment but as your traffic gets higher, and keywords you need become more expensive then they focus may very well shift.

[starter]

Saved your answer - Thanks for your input! I thought 5% was decent myself. I like your ROI suggestion. Any recommendation on where to start? PPC to drive traffic looks like a scary way to burn capital right now. You think its my best option?