I always thought 1 outa 10 was good? What are you expecting for a convert ratio? I thought 1 was good, 2 is great and 3 is crazy.
Sounds to me like you need more visitors, not a better ratio.
I could not get your checkout page to connect (https).
Also, when I added an item to the cart... it did not show that anything was added to the shopping cart (at the top of the page).
It seems your site requires the customer to register FIRST before they can see how much the product will cost (with shipping). It would be better to allow people to see the cart and then decide to buy/register.
My 2 cents. First, fix your Title Tag. You sell neckties or mens ties, so this should be your first few words of your title tag. Having Italian Designed Pure Woven is not a key word or phase I would search for.
To many graphics and contrasting colors, take my eye away from the primary product, the NECK TIE. You want to draw you web visitors eyes to your product, not your heading, or side links and graphics. Fix the broken image on the home page. Makes it look like you are not sure what you are doing or do not care to fix it, therefore I would I order from you.
And most important, yours is the first e-commerce I have come across that REQUIRES a potential customer to signup and provide you my information before I can even see what I have add to the chart and what my shipping cost will be. Shipping is VERY important in online transactions. Let your customers know before they even start the checkout process what they will expect to pay in total for their order. Collect the custom information during checkout, like 99.99% of e-commerce sites do.
Oh and I TOTALLY agree with MNGrillGuy statement. 1 out of ten is an awesome ratio! I wish I had that. :o)
... While your website is open to the world, it seems you only sell to Australia.
I say this because your registration form only allows Australian addresses/cities.
So, if you only sell to Australia:
(1) you should say that on your site.
(2) you are limiting your market
(3) you need to get specific market feedback about the Australian market.
How does that saying go? Cant see the forest for the trees or something along those lines?
Site issues aside since they have been addressed by other people, your selling a commodity product, a tie. You can get a tie in every dept. store, wal-mart ,etc.
You need to do it better than anyone else (your site isn`t) and the customer needs a compelling reason to even buy a tie off the web. For me at least, there is no emotion, no passion, etc. when it comes to buying a tie. I have never though to myself, "Slamdunk! I just nailed the perfect tie to go with..."
Realistically I don`t believe you will ever get the traffic you want simply because of the product your selling unless you can turn it into an emotional purchase. Put a couple hot Italian female models on your site and in your video tying ties instead of a chubby Australian male and give it some sex appeal.
Give me a reason not to buy at a dept. store / wal-mart and buy one from you instead.