Thanks, Sage. Yes, that Int'l calling deal is new and hot.
I'm working now on a "Get Started" section that walks people through the process all the way to purchasing a card and service. I want to carry people through each step all the way to making the final product choice, and going to the advertiser's site where they make the purchase. I've used that on other sites successfully. And since this does indeed have lots of options, the visitors are going to need more hand-holding.
I also decided to change the hyperlink text styling from the orange with no underlining, to the more traditional and browser-default blue hyperlink text, and purple for visited pages. Why?
In e-commerce (especially in competitive markets where lots of online shopping options exist), as we (webmasters/marketers) try to build trust with potential buyers, it's important that the website doesn't get too fancy with the way people view and navigate the site. Subconsciously, visitors who might become buyers are constantly checking to make sure that "things are where and how they're supposed to be" on a web site. If a visitor who's trying to buy has to stop momentarily to understand the site, even subconsciously, it's a flag to that visitor that maybe a more trustworthy site would be a better place to shop. Since it's so easy on the web to leave one store and go to a competitor, the website should never get in the way of the purchase. The visitor is think "buy". Don't make him think "website".
So even though I got a visually-rich style around the content, I'm using white background color with dark text in the content area, and blue hyperlink text that's purple after clicking, which are all traditional styles. E-commerce sites are a bad place to put navigation to the right, because ppl expect it on the left or the top.
I hope to get to the point where visitors don't ever think "cool site", but end the visit thinking "that was helpful and easy and a safe purchase".