Since google analytics was not set up completely (many reports could not be run), I had to cross check some data with different reports to get useful information. Summary of my analytics was placed into table where i highlighted conclusions that may influence new site across every finding. I can not publish it as there is confidential information, but here's example of one of the main insights:

most users are getting to site after searching in Google, mostly landing on "markers" category. But bouncing rate is very high, meaning users are leaving site immediately, without visiting any other page. The reasons could be not adaptive design (majority of the visits are from mobile), they don't see what they are looking for (indeed all categories, and this in particular, have bad structure - irrelevant items are shown as first, to see main, or most popular products user need to scroll down), poor design of the page.

 Here are few examples of reports: