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You need more traffic, but you also need that traffic to actually take our their credit card and buy something. It makes sense to work on #2 before you address #1. You could pay for traffic - and I mean advertising, not some of the auto-surf nonsense - but until you get your conversion rate to whatever level you're comfortable with, just throwing more traffic at the problem isn't going to help much.
Small business on the internet have a big problem to overcome: there are plenty of great deals with honest people who expanded to the web, and there are a lot of scammers. For someone to buy from you, you need them to believe in you. An attractive, modern design is a big part of that. Look at all of the major e-stores you'll compete with and look for design concepts they all have in common. Don't rip them off, but take note and keep that in the back of your mind as you work on your site - or pay someone else to.
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