How to double your conversion rate in just 2 hours
If you don’t already know (and I hope you do!), your conversion rate is the amount of sessions that convert to a sale on your website expressed as a %.
I look at overall conversion as well as breaking it down further into the steps a customer takes - adding to basket, entering checkout and finally purchasing.
When you focus on making even a small increase to these rates the results can literally be phenomenal! And I’m not even joking. Let me give you an example.
If a site receives 40k in sessions in one month at a conversion rate of just over 1% and an average order value of £70 they will get roughly £28k in sales (before any discounts etc). If they’re able to take that conversion rate to 2% their sales will double and reach £56k! Even if they only get it to 1.5% they will increase their sales by £14k.
Those figures really matter!
So, what I’m going to take you through is how you can work to increase that conversion rate for your own website.
Here’s your challenge: set aside 2 hours this week to build (or improve) your website. Use best practices. Keep it focused. Remove distractions. Highlight what matters most to your audience.
Even small changes, like a clearer headline, stronger call to action, or better social proof, can dramatically increase your conversion rate. I promise you!
This can be a shortcut to better results without needing to double your ad spend or overhaul your entire strategy.
I initially started writing this about landing pages - which if you don’t know can literally double your ad conversion, but I save that for clients sorry!
The post click experience
Real growth isn’t just about the cost of traffic - there’s literally no point in sending traffic to a poorly converting website, and that’s if you’re paying for it or not. But I still see this time and time again. It’s about what happens after someone clicks.
If you’re running ads, yes your ad creative matters, but what matters more is where they land. The popup. The welcome flow. The way your brand shows up on organic social. What your email list feels like. Every touchpoint is part of the customer journey, and each one either builds momentum or leaves them wanting no more.
Brands pour a hell of a lot of money sending people to their sites, but when someone finally lands on the site the experience can be underwhelming. Basic Shopify templates. Confusing messaging. No clear value proposition. Sometimes it looks like the site hasn’t been updated in years!
Worse still, the site often doesn’t speak to new customers, it assumes they already know who you are and why you matter.
So, stop thinking just about getting the click. Start thinking about what happens next. That’s where your growth can lie!
Your website is like a shop - people can wander, browse, explore all the aisles, and maybe, eventually, buy.
But what sets yours apart?
You’ve got one shot. No time for fluff. You need a clear pitch, something eye catching to pull people in, and a reason to buy before they walk away.
First of all, you need to understand what you’re trying to do…
Problem vs Product
Whenever you’re selling something, your potential customers are usually coming to you from 2 different stances. Knowing which one exactly can allow you to tailor your ads and landing pages. But back to your site in general - these are 2 things you’re dealing with.
Lesson 1: The Problem
This is where you’re educating your audience on the why. These visitors might not even know they have a problem yet, or they’re only vaguely aware of it. Your goal here is to introduce the issue/product, explain why it matters, and show how your product is the solution.
Lesson 2: The Product
Your customer already knows they want something in your product market and they know what you sell. They’re weighing you up. Your job is to convince them why you are the best choice - whatever makes you different, now is the time to shout about it.
Most of the time, you’ll see websites leaning toward Lesson 1, a broad education and brand storytelling. But you also need ‘benefit driven’ copy that speaks directly to someone ready to make a decision.
Site Essentials
There are lots of things I could cover here that will improve your conversion, smaller things that have a compounding effect over time. But for now, I’m going to focus on the main things that no website can go without. And unfortunately these are the things I see absent most frequently, so take note.
1. A clear angle/hook
The first thing people need is a reason to care. Your product might be amazing, but without a compelling angle, it’ll fall flat.
Think of your angle as the headline of your pitch. What problem are you solving? Who is this really for
Without a strong hook, you’re selling a container. With one, you’re solving a problem. And with that comes emotion, and emotion sells.
2. Good copywriting…in fact make that amazing!
Copywriting can make the difference between a 1% conversion rate and a 4% conversion rate.
Great copywriting doesn’t just explain the product, it connects with the customer (emotion again). It speaks their language, mirrors their needs, and shows how your product makes life better.
Deal with it in this order…
Value proposition - what are the key things/features about the product.
Customer - allow your copy to signal to them that it’s for them.
Benefit - what is it going to do for them.
Always ask yourself why are they really buying from you? What are they ‘really’ getting in return. Clue - it’s not just a nice thing. It’s usually a feeling, a statement that reflects their personality, a desire to be part of a group/craze/bandwagon.
3. Social Proof
There are 3 types of social proof that should always be present:
Customer reviews - the actual words of your customers
"Established" sources or sources of authority - think press, mentions, celeb endorsements, featured in etc
User generated content (UGC) - images and evidence
I’m going to break these down a little more because they’re so important.
Customer reviews
You’re obviously going to tell people you're the best product on the market, or the best option to solve a problem. But what's better than you saying it? Your existing customers are saying it on your behalf.
Look for reviews that specifically call out how someone's life benefitted from the product. I see so many wishy washy reviews taking centre stage and they mean absolutely nothing. Granted, you can’t put words in your customers mouths but you can pick out the ones that really lean into why they buy.
Established source
Be mindful of your audience here. Where do they get their news from? And which have built in trust associated with them? The whole idea is to play on the trust that someone already has with a source.
User generated content
This has to be UGC from the wild, not paid for content. People are so savvy to this now, and although it has a place, your site is not that place. Think screenshots of what people put on their IG stories, reels you’re included in, images you’re tagged in, images they’ve sent you.
If it looks a bit scrappy it’s fine, it sells.
Questions you can’t ignore
Your site and your product pages need to answer these 5 main questions every single time. And not just once, a few times. If you use landing pages this is even more important.
What is the product?
Why does it exist?
How does it benefit them?
Why is it the best option to buy it from you?
How soon can I get it if I order now?
I would also cover off a 6th question - If I don’t like it how do I return it?
Getting the sale
You want someone to move from “I’m interested” to “I’m in.”
So your product page should be one of the most informative on your site, but also one of the simplest at the same time. This is where many go wrong, they offer too many options, bury the value, or overwhelm users with decision making.
Keep it focused, keep it clear, and make the choice easy.
Keep it simple. The more options someone has, the less likely they are to choose. Stick to 1–2 decisions max. Avoid cluttered dropdowns or confusing layouts.
Reiterate the why. Remind them what they’re buying, why it matters, and how it benefits them, right where they’re about to buy. Don’t assume they remember everything from what they’ve already read.
Make the discount loud and proud. If you’re using one use strike through pricing, banners, or CTAs that reflect the savings.
Add micro trust signals. “In stock. Ships in 1–2 days”/ “6,000 sold this month.”/ “4.9 ★ average from 800+ customers.” These small details reduce friction and build trust when it matters most.
Anxieties
Don’t skip this bit.
This is your moment to clarify how it arrives, what’s included, and why it’s worth the money. You also need to deal with anything specific to your product such as fit, quality etc.
Whatever it is that is unique to what they’re purchasing from you.
You’ll need to cover:
What’s included/what do they get.
How do they use it? (if needed)
What makes this different from the cheaper one on Amazon? Or from another brand?
Will it work for me/will I like it
I love simple icons, diagrams, and brief bullets here. And remember always 3 or 5 points, never 4 or 6. And…end with the most important. Us humans are simple creature.
The brand story a.k.a Trust
Your brand story could be the reason someone falls in love with your brand instead of just buying your product.
A great brand story builds connection. Whether it’s a founder journey or a mission that aligns with your customer’s values.
This doesn’t always mean a “we started in a kitchen” story. A strong story builds the brand beyond the product, and when you do that, you earn the right to charge more too.
Top tips
Write mobile first copy, most of your traffic comes from phones.
Make it so it can understood by a child or someone after a few drinks.
Keep it punchy and benefit driven, not just packed with product features.
Use quotes that reflect transformation or change, not just function.
Build your brand voice by imagining it as a person, this helps guide your tone.
Say more with less.
A comparison chart show why you're the best option can be very effective.
Don’t hide your return policy and/or guarantees - these are prime marketing points.
Include an FAQ section to address common anxieties right before purchase.
Use a strong visual hierarchy with varied font sizes and clear CTAs - guide them.
Use real photos of the product in use, these build trust.
Add UGC style video that shows the product being used in real life.
Make pricing and discounts stand out with colour, formatting, or badges.
Use icons or bullet points to communicate benefits quickly, never a block of text.
Limit choice. Tell people what to buy. Keep decisions to a minimum.
Be upfront about shipping, how fast, how much, and when it will arrive.
Show how many people have purchased recently or total sold if you can.
Highlight Buy Now, Pay Later options and how they work.
If using urgency or scarcity, be honest, no fake countdowns or misleading messaging.
Use customer reviews that highlight benefits and life improvements, not just stars.
Add third party validation with press logos, influencer shoutouts, or publisher mentions.
Embed raw UGC, TikToks, IG stories, social comments, screenshots.
Reinforce trust even in checkout, add a quote, review, or reassurance right near the button.
Use tools like Hotjar to watch where people drop off or over click.
Make your email popup short and sweet, just an email field and a good reason to subscribe.
Everyone has their own way of working, this is just what works for me. I like to start with content, because if the plain-text version of the page doesn’t convince someone to buy, no amount of beautiful design will fix that. Design should enhance, not distract.
If you can carve out just two hours this week, you can build something strong enough to send real traffic to. Don’t overthink it, set a timer, start building, and improve as you go.
If you're pressed for time, build it between 9pm and 11pm (personally, my favorite landing page hours). It’s one of the highest ROI skills you can develop.