Since the traffic is arriving and you also had a lot of purchases last year but, this time as you have used a different theme as told earlier,It is possible that some features which are clearly missing on your homepage might have impacted the customers in a negative way hence leading to fewer purchases. Following things must be noted:
Hope your store starts receiving abundant sales very soon.
If you have a successful website previously, I think you can learn a lot from it.
About this site, the structure is good. But the photography is not so good. Food and Beverage are visually-driven products. Your images need to be literally food porn, people get wet (in their mouth) just by looking at the images.
Try to improve:
You can consider secondary hover images in other position.
Also, if the testimonials are real, I suggest you ask for their images and permission to use their information in your store. That would make the feedback more real and convincing.
Even with a good CTR or tons of traffic, if people are not buying then it's not the right traffic. Not all traffic is created equal. The one thing we tell each client is that you can get traffic of all kinds but that does not mean it's the right traffic for your store. Meal prep has become a super competitive space the last couple of hears with Hello Fresh and other places in the space. There is a lot more choices now.
Your product page for each meal could use a lot of work when you look at what brands like Hello Fresh, Pepper Leaf, Marley Spoon and others are doing. They may not be direct competitors but your customers will think they are. Here are some ways to make your store even better and make people want to purchase.
Product Page Feedback
Your store just needs some tweaks to take it up a level. Hope you found this helpful, if so please click "like" below to let me know.