Struggling with conversions despite experience — what am I missing?

I’ve been working on my e-commerce website for about a year now. I have a wide range of products and even better pricing than competitors, but I barely get traffic or sales unless I run Meta Ads.

rodzheat.com

The problem is that most of the profit I make from sales ends up going back into ads. My conversion rate is usually around 0.35%–0.45%, which I know is very low.

What confuses me is that I’m not new to this. I previously ran a similar business for 4 years and was doing $30K–$50K/month in sales with good profit margins. After closing that business (partnership issues), I started fresh, but now I can’t even reach $2K/month.

At this point, I’m trying to understand:

- Is this a traffic problem or a conversion problem?

- What are the main things that could be killing my conversions?

- What has actually worked for you to improve low conversion rates?

Any advice, strategies, or things I should look into would be appreciated