Sales are Good but they should be better - Critique my efforts

Hello. here are a few observations I think you should try to test and see if it improves.

I am using Chrome and the search box in the header is out of allignment the MY Account link is filling up the second half of the box. I am not sure how many searches you are getting but I would recommend moving it to the center and making it bigger to encourage more searches on your site.

I personally dont like the black background image (the contrast of a white page with a black side image hurts my eyes) I would try a couple different images to see what happens maybe a sand dune type image or a rock crawling type image both showing jeeps in action. I did a google search for jeep parts and almost all your competitors are using the lighter backgrounds 4wd.com, jeep4x4center.com to name a few

You have room under your logo I would use that area to run promotions for example try to move your email subscribe box under it so it get's more exposure. Create a promotion like "Join our discount club and recieve a coupon code for 5% off your order"

Try placing your phone number in your header upper right is typical. I see you have it in the right panel but to me that area is typically reserved for advertising and I don't pay much attention to it. This will build more trust and increase your calls.

I have been taught to mimic those that are successful so look at your top competitors and design your site similar to theirs. (its ok to be a copy cat as long as you copy the right cat)

as Desmaster said just do a lot of testing and see what works.

if you are not running product ads you should. also I noticed you aren't running any remarketing campaigns. I would suggest setting that up as well. I would think that the higher ticket items would take a few more exposures before someone buys than the low dollar items.

Massive Success to you and great niche to be in