Nu Skin's vision is to raise the percentage of customers that order online from 17 percent to 40 percent by the end of 2008. With this ambitious goal in mind, the BYU team tailored its research to help them move forward. The central question is, how can Nu Skin increase its conversion rate of those who visit nuskinusa.com to those who actually make purchases through the site. We hope to answer the following peripheral questions as well: (1.) Why do people order by phone rather than online, and (2.) How can Nu Skin improve its site to increase the percentage of online customer orders?