Look at your pages with a kaleidoscope and use enough color to look nice. Even black text on a white background can look good with a little color. Invite or give good reasons to return, offer an invitation, there is always hope. Always thank folks for visiting and ask them to please return again. If you thank customers when they visit your store, do the same on the web.
Simplicity is the product of profound thought.
If visitors have to work hard to purchase products from your site, they won't. If it takes too much thought to buy something from your site, sales will be low. Promotion is the ONLY way to be found. Spread the word, on and off the web. Everything with your company name on it should have your URL printed also, it is always best for future site visitors to know your URL before they need it.