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I'm getting sleepy, but heck, I'll drop a few tidbits.
A few immediate things: one, move from yahoo stores, onto a host that has a high end stats package. I would study the means by which people find your site; this is something that a high end stats package will give you. You can tie out your visits to orders (visits to the order complete page) and get a good sense who has "referred" your traffic.
I tested it out, I did not find you on a google of "limited edition books". Upon examining your keywords, they are not perfect for web site indexing. Too much repitition and not enough "diversity". Think mission statement broken into single unitized words/phrases.
Also, your home page needs to tie out the key words as much as possible.
IMO, the site aesthetics and speed are ok, but I think you need a web dev to spend some time with you, lots of these issues need tuning over time. I have a client that gets 6-10 orders a day when google lands him on the first page, and 2-3 a month when he disappears! I developed a "keyword shifting" program that feeds dynamic keywords to his pages as the pages change.
Hope that helps, off to bed with me!
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