Asking for a Review - Where Did I go Wrong?

[emp]

So you are up to 20% from 5%.

Great!

Yes, work on those ads, getting more traffic is the key now.
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Well after changing the ads my CTR on Yahoo has gone up to around 2%, and then I have give or take 20% conversion to the actual trails site. Unfortunately, no actual signups, so I'm playing around with keywords a little bit to see if I can improve on it.