Boiled down to it's fundamentals, your Shopify store needs only two things:
Handle those and you're good.
But if one is lacking or weak, your store suffers.
Traffic is one that's talked about ad nauseam. GooPinBook's business is around getting you to pay for that traffic (and it works well for many people).
But without conversions, all that traffic is wasted.
Shopify does a lot of things right but your theme choice is a bigger factor. Especially if you've made any change to your theme (and everyone has). Even a small, seemingly inconsequential change can have a major negative impact on your store. (Like that time where an AMP app completely wiped out a store's SEO and conversions due to bad coding...)
Before you start changing even more things and try to A/B & pray your way to success, it's best to get back to a baseline. Figure out where there are glaring holes in your store's conversions and fix those.
Ilana Davis (my wife) can help you find these holes as part of her Website Reviews service.
Unlike other consultants, her focus is on your customer's experience, not just the latest-fad-of-the-week. Her decade-plus experience in HR gives her a level of empathy that techies like me can't comprehend.
Happy experiences and happy customers can spell success for your store.
Though one note: she can be brutal and honest so if you and your store aren't ready for some real talk, she might not be for you.