Hi Will,
I am no twitter expert but I thought I should share my view.
- Firstly identity what are your twitter and sites goals :
Increase Followers: its not a good thing always. Just because you have more followers does not mean you business will do better.
**Increase Actual Buyers: **Twitter can be a great way to network with blogs of others who can talk about your product and cross sell it for you. I would make a list of 100 bloggers who are talking to your target buyers and start commenting on their site and following them on twitter. Once you have a relationship then do blog posts and ask them to keep tweting about it. After say two months analyse what worked for you.
- Blog / Content: You will need to share stories about your products to these bloggers and customers so I suggest make each product page a story.
example: donate a few shoes to a charity and post a write up about that on the product page and then share it with the bloggers.
or do a fashions show and call a bunch of bloggers to model for you.
Also your buy button on the site does not work. I am using linux firefox.
Cheers,
Vishal