Thanks kposehn! But that is a little deceiving. Direct traffic makes up about 40% of the revenue. But about 1/2 of that is phone traffic that we get because we take phone orders via our site, which appears as direct.

So 20% is true direct traffic. But that other 20% of the total probably is originally sourced from other places (referral, search engines, etc) but they just close the deal over the phone with us.