Thank you all very much for your help. I will be looking through all the suggestions in detail this weekend and working on improving the website and then my marketing tehniques.
Let us know how it goes. At the moment, your landing page is probably the most crucial element to tweak.
Cool idea, but like the others said, the site needs a total revamp! If you want to stick with Joomla, look into a more professional, commercial theme and a good logo. Axe the google ads and joomla branding. If sales pick up you may want to consider SSL to increase buyer confidence. I'd imagine connecting with your niche market will take some exploring and a lot of creativity--good luck!
This would be a waste of money, the actual transaction takes place on the paypal page, which is https anyway.
Try school boards like the TDSB. We have many pools, and sometimes individual schools have swim teams. Also, change the site favicon to something besides joomla. Almost forgot, change the title as well, but its not too important. The brand is not very obvious when viewing your website.
Do you have the email addresses of the people that bought them? Find out why they bought them use this as market research to find out where you should be promoting the product. To me it looks like your promoting 1 product to lots of different people - find your market and stick to it once you have it then try expanding but i would recommend looking at other sites selling 1 product and look at them. As it stands as someone else has said your site has too much writing on. There are lots of good ideas and suggestions on this thread which i think if you listen to could increase sales.
why dont you tryout your products at ebay, and yahoo store too.... google market is also another good option....