A computing appliance is provided and includes a processor, an Internet interface, a data store containing virtual catalog items for service through a website, and software executing from a machine-readable physical medium causing the computing appliance to record the number of impressions of each of the items that has occurred over a defined period, record the number of sales of each of items that has occurred over the defined period, calculate the average sales price for each of the items for the defined period, multiply the average sales price by the number of sales calculated previously for each item, divide the total sales figure derived for each item by the total number of impressions calculated for that item over the defined period deriving a revenue contribution value for each item, and in response to a request to display items, serving the items included in the request according to highest revenue contribution value.