Why are my seeds dying after planting?

Ok, so my seeds are still dying! I'm going to a Farmer Supply place tomorrow and see if I can find some better soil. I planted a new seed, but this time added perlite to the mix. Let's see how that does.

I'm getting frustrated. I know this is a whole lot of trial and error, but man I hope I don't give up before it gets better!

Ok, so the seed in the perlite mix has sprouted! Now I have 2 "healthy" plants & 1 seedling. I have lowered the temp some and moved the light so it is 2-3" away. I realized I was over watering as well, so I cut back on that. I have made a list of local/specialized garden centers in my area that I will check out tomorrow for better soil.

One other question, when do I begin to incorporate fert?

Thanks for everyone's suggestions. You guys really do help!

Fert after the 4th set of adult leaves is fully unfolded. That's also the time when you can transplant into a richer compost safely.