Good morning,
I'm not a graphic webdesigner, I'm a marketing person and based on my experience I would not change the website, but:
1. focus on bringing more people: you already have a good conversion rate, keep that and increase the absolute sales instead by bringing more visitors
2. making sure you define 3 max 4 target groups with specific needs you can fulfill, and focus on articulating your benefit in a way that it's irresistible to each of them

1 and 2 are very much linked and I can help you with both, if you are interested :) Looking forward talking with you soon,
Serena