Ain't ya heard about the Law of Deminishing Returns yet? This can be applied in a variety of ways. Often the pattern is great conversions for first month, cut in half the second, by the third month you are lucky to see a dime (despite no difference in traffic!).
The 48 Hour Law Of Deminishing Returns is when you are doing just fine and converting well - then hit these "bad spots" - It is often needed to have two spreadsheets for this, one for you, three for me :-)
OK.. if ya gotta resort to swearing.. it's called "shaving"
