Here are the few things that comes immediately to the mind:-
Are you following proper sales funnel channel to acquire customers? Or are you just running traffic campaigns right now?
Not a branding expert, but yes change the background color of the store. Just keep it plain simple white. Let's see how the store looks then.
I wish I could explain proper funneling over few lines over here but that's not possible. It's a whole process to understand which is gonna take time to execute. The below image might give you a basic idea what I meant by funneling.