when choosing a product..

how important is the number of order form impressions? I've been testing this one product and I've had : 165 hops, 35 order form impressions, and 1 sale. What can we conclude from the fact that a lot of people viewed the order form but didn't buy? Good product? Bad product?

I think you are approaching this the wrong way. This game is all about testing and your Pre-sell funnel. First track your funnel, keywords, traffic sources, etc, then determine whether if you're heading in the right direction. You could promote the crappiest product on clickbank with a great pre-sells funnel and make a killing.