It's hard to follow all the Google rules to become more traffic to you shop. There are many companies that offer SEO assistance, but you have make a great budget free for some better improvements. The general point of a webshop are sales, and to know, what your visitors would, I think that they don't even buy more of you products, when they are overload with futures, tinkles and bell's..The more you smuk your layout and added no nessesary modules, the more you pay this with loadtime and visiters frustrations. I think, keep it so clean and functional as possible. And consider well, witch modules and add-ons you realy need to improve you webshop. When you sells products, that you can find a lot of the same on google, then only the visitors/buyers are interessting in the price of it. Just my 2 cents.