Give your customer a reason to buy. You can offer your customer price discount, or special offer by giving free complimentary products. Ask your self as a customer "Will I buy it? It's having 20% discount". If you answer yes, then the incentive will work. Try giving discount for your product and mention it on your home page, and newsletter.

The idea is to give them more value with lower price. if a product is $100 and you give it 20% discount to $80, this will make them think they got a $100 worth of product for just $80. Wow a great offer.