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Conversion is hard. There are many factors at play.

Consider the most recent ad:

1. Traffic. Where was the traffic coming from and many visitors was it?

2. What was the quality of the traffic? Buyers, lookers?

3. Flow. Where do they drop off?

4. Are you using re marketing to continue to market to the visitors that didn’t buy?

I think the website is ok – maybe the pictures of the kits could be better, and a video of a kit opening may help – and maybe putting the phone number on the site might help as well.

I agree the home page is a little busy, and it’s hard to see what you are selling straight away, and there is no call to action.

You have had sales – so that proves that people are willing to buy it, so looking at the quality and amount traffic may be a good step