To get some insight to why people are leaing your site without making a purchase, you might look at some wof you web site stats. Do people come to you home page and then leave or do they go to other pages first?
What search terms are used to get to your site? Do they really capture your target market?
Other analysis to think about is how you match up to your competition. Price, quality, ease of purchase, installation,product features...etc.
I'd say your site is not compelling...nice photo but not real "call to action". Your marketing message is fairly typical... telling the viewer that you have a good product. Such marketing is ok, but not engaging.
Design - The header image is rather large and I'm not sure what the photo has to do with saunas??? The free shipping and 10% coupon are good to present in clear view.
You should have alt image tags on all of your photos. Not only is it a great way to show a description of the product and marketing message, but it can also help in search results.
Sauna Images - the file sizes of a lot of your sauna photos are quite large over 700kb to 800kb! This means for viewers wih a dial up connection, I doubt if the image will load before they get tired of waiting to see it.
One barrier to purchase maybe something that I do not see answered on your site... how easy is this to put together? Potential buyers may hesitate buying a sauna online becuase they think it may be hard to assemble... or they just might not want to assemble it.
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