this has been posted alot before, but i'll throw it in anyway.
The site overall does a poor job at pulling the customer into the site and getting them to buy something. You have a huge list of what amounts to worthless details as your main attention object when people look on the page. at an average resolution customers see no products at all.
It is great that you try to beef up your shipping, security and things like that. however if you are trying to get people to want to buy your product that is not always the best way to do it. a good presentation typically does better than good content.
so a few suggestions:
1. Color, you have about 2 of them. Get more, make them compliment
2. Content, basically lose it. You are selling products and people want to see products, it is a good idea to have a feature product or two with maybe a little blurb talking it up, but text is secondary on your opening page, save it for the product pages
3. Layout. you have too many things going everywhere, people like simplicity. don't overwhelm them with links going down both sides. give them categories of what they can choose from and breadcrumb from there on.
4. Take a look at sites like amazon, or
www.petsmart.com .. What makes you want to buy a product when you go there? It is all the things listed above.