The site is good enough that a post in a forum will probably not do much. You need to develop a task list and run an interaction design test.

For example, you may find many users don't want or need to navigate through all those pipette and tip options -- especially not by brand. (I've worked in labs and never seen the brand awareness cataloger interfaces assume). You may find the customer wants "My Account" to keep track of 1)The types of pipettes, tips bought 2)Order status

Help offers great insights into the implementation model. For example, there is no help offered on how to choose the right pipette and tip for the customer's application. You may find orders increase when the interface helps the user shop -- right now the site is only set up to help the user purchase.

Most catalogers of this type will use the education level of clientele as a crutch -- and excuse for not doing adequate testing. You've got a lot of complex navigation on this site most lab techs wouldn't put up with on an OS. I find it hard to believe a proper interaction design test wouldn't turn up a lot of surprises.