If you offer too many products, customers might have hard time making a decision. So try to limit the number of products and services you are offering. Information overload is one of the huge drawbacks of the Internet. They might spend time considering one product after another and might end up not buying at all. In order to avoid information overload make sure that your site is well organized and you present products and services to those customers that actually needed it.
Online marketing doesn't stop when you make a sale. You need to establish a good relationship with your current customers. Referrals and recommendation are still the best way of promotion. Lots of small online business mistakes are focusing on self-promotion. Customers are not interested on your accomplishments; they are only interested on what you can provide for them.
You can ask your visitors whether you are reaching the right people. Just provide them of something of value like freebies, contests or coupons so that they'll give you the information you need. Make sure you make it clear to them that you care about their privacy and will not disclose their information anywhere else.
Once you know the information you need to move forward, you have to rethink your marketing strategy. You need to do various promotions to drive the right people toward your website. Quality is better than quantity.