I don't think it's the template thats the problem. You are offering basically the same product but in a different manner.
When I look at the 2 sites I see mainly that with tinting.com they give me a choice of video, software or a 500 page manual. With your's I see an e-book and dvd. they are also giving you a free sneak peek at the video. They also use the greatest marketing term out there "get it free".
I worked as a mechanic for years and if I was given the choice of a manual that I could bring out to the vehicle and put on the hood while I was working or an ebook I would have to keep running back and forth to the computer for I would of course choose the manual.
If the company you go through for your product offers a manual I would include that in the website. Give the customer as many options for purchase as is feasable.
JMHO but I hope that helps.
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