Hi Beverly,
Whilst most ‘CRO’ tends to focus on UX optimisation to try and increase conversion rates, in reality the UX of the site is probably one of the least things that has impact. If you want to make a significant dent in this metric, you need to think more strategically about your product, proposition, offer and marketing.
The most useful first step is to speak to real customers and find out why they did or didn’t buy. This can be done via pop up surveys, or post-purchase email, or user-testing. You don’t necessarily need to collect tonnes of responses, as you just want to get some qualitative thoughts from real people and translate those into things you can test and try
Jonny
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