A couple of things about starting pepper plants from seed that's different from starting tomato plants from seed are:
Pepper seeds generally have a lower germination rate. I cannot give you are reason why - it is something I've noticed myself and have read countless times.
Many pepper varieties need warmer starting mix temperatures (Around 80-90F). I use a heating pad under the cell trays. They sell heating mats just for his purpose. Most importantly, use it safely. Too much heat will cook your seeds = 0% germination rate.
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