What's Your Limiting Factor?
When things aren't working, we're often tempted to do more of what worked in the past. Many times, that's the best solution... but it fails miserably if the real issue is a bottle neck, a limiting factor.
How can you tell? Imagine 10x-ing your efforts, would that offer proportionate rewards? If not, you've got a bottleneck.
Your purpose is to identify & release the constraint.
Then repeat... and repeat... and repeat.
Put another way, improving your website conversion won't do much if your constraint is a lack of traffic... And getting more traffic won't make you any more money, if you have nothing to sell.
What is the limiting factor that is preventing you from achieving your goals? Focus on that.