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Thanks David, between this answer and Damion you have given me some great advice, thanks for the URL - most helpful.

"Buy" is clearly a better proactive call to action than "shop for". Anyway if you want to catch also not transactional traffic, I suggest you to include also to include a not transactional call to action. E.G.: Buy "keyword" now, and check out our offers about "category related to products"

When you say you are running a cpa model is that "Focus on conversions (Conversion Optimizer)"  in google adwords on the search network? If So Then they are correct google is still using its regular algorithm which includes quality score they just make the management changes for you based on data

This is certainyl the type of feedback I was after. Having revisited the homepage and landing pages it nwo seems obvious that the landing page doesn't give enough detail about the product. I've been toying with the idea of removing the video for a while, as I'm not sure (in it's current state) it adds much value. Do you have any examples of videos that you consider to be "dyanmic enough to whip out your credit card"? I will certainly test out some of the other elements you've pointed out.

Hmm... all depends on your definition of "conversion". On several sites, a "conversion" is farming visitors off as quickly as possible to another site/partner; and sometimes having an ugly site, with poor grammar and a single link leads to a user leaving the site through the link out of sheer desperation... and there's your conversion. If you're talking directly about selling as a conversion though, then that's a completely different matter. Many users won't part with their money on a site where the "service quality" is implied to be inferior... as it is when communication (a part of service) breaks down.