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Please advise!!!need help!!!

I hope that someone would be so kind and help me with a couple of issues that I have going on.
I'm a complete ignorant when it comes to "setting" anything that would drive more traffic to my eBay and/or Auctiva store. Plus I'm new at all this (auction selling).
So, these are the topics where I'm really confused, they might sound silly, but remember, I have No idea about anything .. Frown
-I can see, somehow, that by "adding a link" I can, somehow again, drive more traffic to my store. I went there, clicked on "Generate a link" and all that "mambo .." came out, it says “copy and paste this code into your webpage. Now my question is: My auctiva counts as my web page? How about my eBay store? if so, where should I add it at and from where?
Plus at the bottom says "Direct Auctiva Link" What it is this?
_I'm very confused about buying shipping insurance from Auctiva. With my first sold item the operation went smooth, but at the end, somehow Smile I ended up with a -1.40 on my Auctiva account, it seems like my buyer purchased the insurance from Auctiva, even though at my shipping set up on eBay or all my items I state that insurance it's already included on the shipping cost. So ended up transferring founds to my account for $14.00 , I don't owe anything now and to cover future transactions, but after reading several postings now I have second thoughts. My question is: how can I prevent this for happening? is it really convenient to purchase insurance from Auctiva? What should I set up my checkout or shipping at Auctiva?
_ I'm trying to set up Store Referral Credit at eBay.. does anybody know how to do it?.Because again all these " links, HTML,URL'S " make me afraid to do warm than good.
_HTML... Confusedwhere usually goes? what is it? because even though I do research and everything else in my power, I end up confused..
I'm stupid...? because I feel that way.
_ please check out my store and ANY suggestions will be welcome!!!
beaded_designs.mycraftshop.net
Basically, I need explanations as basic and simple as possible. Any tips to increase traffic or exposure to my store are needed !!!

Thanks so much in advance!
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