Improving Conversion Rate- Help

Hi,
I run a outdoor sport store in the UK. www.facewest.co.uk We receive about 600 visitors a day, but recently conversion rates have dropped from 4% to 2% (Over last 6 months).
Can anyone help as to why this may be.
Does my site not look professional enough? We have put our effots mostly into content.

I have recently introduced DHTML menus , can this cause any problems?

Any advice would be welcomed.

Jake

compares with your competitor, are your products good? cheap ? good customer services?

We always look at conversion rates. Sometimes there are no answers.


Are you just an e business and an agent for distributors? Do you have real merchandising experience? Do you check around the web and see how your pricing compares with other distributors? Do you flash price specials or describe the use of equipment? or do other things to encourage sales?

Are your customers repeat customers? Or is each customer new? Are you getting referrals from customers? When I used to buy and use outdoors equipment I did it w/ friends and we made suggestions to each other as to good places to buy equipment?

Don't worry, only every retailer in the world asks the same questions.

Dave

Took a second look at your site. You have a location and mentioned 7 years in business.

I imagine you have retail floor people w/ real experience. From the old days I loved speaking with knowledgable sales people about outdoors equipment. Got lots of great advice.

Why don't you offer a question and answer forum from your experts.

Dave