A small improvement in your conversion rate can dramatically improve your business.
To put things in perspective, use your average visits and sales data, and see what figures you get when you improve the conversion rate. A conversion rate calculator can help.
So think about what you could improve on your website, or in your sales process to improve that percentage, and keep testing.
The Conversion Rate Experts are an absolute inspiration, they have some fantastic resources and case studies, I always recommend them.