There are many things that can be done to a site to increase its performance. The key is to make sure that the money you’re spending is going to the right places, where you will see the highest return on your investment. As long as you are making more than you spend, you’re doing something right. That doesn’t mean you can’t do better though.

Sometimes you can temporarily increase sales without really addressing the key issues. If your car started making a funny sound you wouldn’t just turn on the radio, would you? To fix the problem, you have to pop the hood. The same goes for your website. If you pop the hood and don’t know what you’re looking at, then you need to take your site to a professional.

Oftentimes in order to really improve your site's performance, you’re going to have to spend some money. Your best bet is to find a developer you trust, let them go to work, and pay for what you can afford. The worst thing you can do is tell your developer what you want based on hunches and advice from friends. If you want your car to keep running, you let the mechanic do his job. You never tell a mechanic what to do and how to do it. He knows you'll never bring the car back to him if he doesn't take good care of you, so it's in his best interests to do it right.

The most important thing to keep in mind is to never assume that because your site is doing well, maybe even very well, it cannot do better. The world of e-commerce is constantly evolving, and it doesn’t take long for a site to become out-dated. Graphics become stale, and looks fall out of style, even the way customers use sites changes over the years.