My first thoughts were: 1. Don't make customers login to make a purchase, allow guest checkouts and this will improve your conversion rate. 2. The homepage is too crowded, reduce the number of call to actions/buy now choices.
Yes, as nithinpb has said too, just focus on a single deal on the homepage. Users/customers will find it easier than having to scan through multiple options/deals.
With the homepage do you mean just have the single deal. And remove the deals on the side?