Input from the Moz community is great, but input from your own users is even better! I agree that tools like Hotjar or Inspectlet are a good way to measure the user experience. Just watch some recordings of users to get an idea of what they do on the site. This way you get some good understanding about their behavior and where they get stuck/leave.
Alternatively you could do some usability testing with users. Research from Jakob Nielsen shows that in most cases you only need to test with 5 users to find around 75% of the usability problems. With the Retrospective Think Aloud (RTA) method you can set up tasks for users to test and record on your website. Afterwards you can ask the users some questions about their actions, while watching the recording with them. The RTA method is especially useful with eye-tracking, but you can also just use it when recording a screen.
This requires more effort and time than watching recording in Hotjar or Inspectlet, but it will definitely give you some very helpful insights. Here's an helpful article from Tobii about RTA: http://acuity-ets.com/downloads/RTA%20usability%20guidelines%20short%20paper.pdf
One thing I can suggest is to place your most popular/sold product on the first row. So they are always above the page fold and easier for your users to find without scrolling.