Baker's Workbook: Double your Website Conversion Rates
Baker's Workbook: Double your Website Conversion Rates
We more than doubled our website conversion rates for our Cupcake Business. By following a simple, repeatable system. You will learn how to:
Conversion rate
2.23%→5.56%
+149% increaseAdd to cart rate
8,55%→17.59%
+63% increaseCouldn't load pickup availability
Baker's Workbook: Double your Website Conversion Rates
What it did for us
2.23% to 5.56%. 89 customers we don't pay to reach again.
The profit paid for itself. The customer list is the part that keeps paying. Every campaign since then starts with 89 people who have already bought from us once.
Who's behind this
Everything here comes from a real bakery serving our own community.
I'm Szymon. I've spent my career in conversion optimisation and paid advertising, running experiments and ad accounts for brands where half a percent is real money.
I ran my own agency from 2019, helped launch a second one, and now I work as a marketing lead at Australia's largest not-for profit, with my free time spent working for clients in the US and the UK.
Freya bakes. I do the marketing. We started Freya's Cupcakes to test whether the methods I use for large brands would hold for a small one.
We did the product research, set the pricing, built the site, filmed the ads, packed the boxes and drove the deliveries.
Everything in this workbook came out of that. Every screenshot is our own account.
Every video is one we filmed and paid to run.
Our Entire Marketing System for Bakers
Each one covers a stage of the same system. You can buy the full workbook at a discount!
Workbook 3 · you're here
CRO & Website Optimisation
The page that gets orders. Before & After how we 2x our conversion rates. Structure, trust, objections, and a 24-check audit of your own product page.
Workbook 4
Meta Ads
Orders on demand. The scripts, the videos, the budgets, and three real campaign case studies with the ad library.
Questions
Everything people ask before buying.
What exactly changed between 2.23% and 5.56%?
What exactly changed between 2.23% and 5.56%?
Nothing about the product. Part 3 rebuilds the page element by element — first image, price placement, delivery info, the cart — and shows you the before and after of each one, not just the headline number.
Is this about copywriting or design?
Is this about copywriting or design?
Both, in the order they matter. The workbook tells you what to write on the page and how to say it, then how to lay it out so people actually read it. Design without the right words on it doesn't close a sale.
What's the 49% to 80% cart fix?
What's the 49% to 80% cart fix?
We didn't add anything to the cart page — we removed things. The workbook lists exactly what came out and why, so you can run the same pass on your own cart in an afternoon.
Will it work with almost no traffic?
Will it work with almost no traffic?
Yes, and that's the point. Formal A/B testing needs volume most small bakeries don't have. This is how to read surface-level numbers well enough to make good decisions without splitting traffic you don't have to spare.
Do I need reviews before any of this works?
Do I need reviews before any of this works?
No. Part 2 covers the trust ladder — what to put on the page instead of reviews when you have zero, and what to swap in once real ones start landing. We had one star before we had four.
Getting started
I haven't started selling yet. Is it too early?
I haven't started selling yet. Is it too early?
Yes, for this one. It assumes a live store, a product you've priced, and some traffic already arriving. If you're not there yet, start with Product Research and Finance, then come back — the page work only pays off once there's traffic hitting it.
I'm not on Shopify.
I'm not on Shopify.
Nothing in here depends on a platform. It's about what goes on the page, in what order, and why. We show what we used and what it cost, then you build it wherever you already are.
Does it show me how to set up a Shopify store or install a theme?
Does it show me how to set up a Shopify store or install a theme?
No. That's free on YouTube, ten seconds away, and out of date the moment somebody moves a menu. We spend the pages on the decisions a tutorial can't make for you — what to say, what to show, and what order to put it in.
How long does it take to work through?
How long does it take to work through?
About a week of evenings if you do the six exercises properly. Part 3, the product page teardown, is the longest, because it's argued line by line against two real versions of the same page.
What do I need to have ready before I start?
What do I need to have ready before I start?
A live product page and a rough sense of your sessions and orders. The workbook shows you how to read those numbers properly in Part 1, before you change anything.
Whether it fits your business
I make custom cakes, not boxes of anything. Is this for me?
I make custom cakes, not boxes of anything. Is this for me?
Probably not, and it's worth saying plainly. This system is built for a page that sells the same product to different people, over and over — a box, a dozen, an assortment. A custom cake is quoted and sold as a one-off conversation before you've made anything, which is a different page with a different job. If that's you, the principles won't hurt, but you won't get your money's worth. This is for cupcakes, cookies, doughnuts, mini pies, muffins, eclairs — anything that goes in a box.
I sell cakes, bread, pies — not cupcakes. Does this still apply?
I sell cakes, bread, pies — not cupcakes. Does this still apply?
Yes. The page elements don't change with the product. What changes is which objections you answer and how fast your buyer decides. Every section carries a translate-it callout running the same principle through a higher-ticket cake business and a low-ticket pie business.
What if my problem isn't the page at all?
What if my problem isn't the page at all?
Then Part 4 is the most useful part in the book. It's the section that tells you the product and the offer do around 80% of the work, and the page squeezes out the rest. Knowing which one you're looking at saves you weeks of rewriting the wrong thing.
Everyone's product page looks the same now. How do I not blend in?
Everyone's product page looks the same now. How do I not blend in?
[ OPEN ITEM — we don't have a verified worked example from Freya's Cupcakes for this yet. What's true today, unbracketed: the 24-point audit is built to find what's generic on your page, not to make it look like everyone else's. ]
I'm outside Australia. Does the page structure still work?
I'm outside Australia. Does the page structure still work?
Yes. Buyer objections around delivery, freshness and trust show up in every market that ships baked goods locally. The page structure and the benchmarks are store-level, not country-level.
The product itself
$29 for a PDF?
$29 for a PDF?
It's 89 pages, 172 fill-in fields, six exercises, 29 real screenshots and three campaigns pulled apart. We've stripped out everything already free on YouTube, so the price reflects what's left: the page decisions that moved the number and the reasoning behind them.
Is it a video course?
Is it a video course?
No. It's a fillable PDF you work through with a keyboard or a pen. Built to be revisited, with a page at the back telling you which section to reopen when a launch underperforms.
Can I print it?
Can I print it?
Yes. Every exercise has room to write in, on screen or on paper.
How do I get it?
How do I get it?
Instant download after checkout, plus an email with the link so you can come back to it.
Should I buy this one or the bundle?
Should I buy this one or the bundle?
Buy this one if the page is your bottleneck and everything else is working. Buy the bundle if you're building the whole thing from scratch, since it comes as one continuous workbook and includes three months of Baker's Orders HQ. If you buy this one and want the rest later, we take the $29 off the bundle price.
Do I get updates?
Do I get updates?
Yes — if the digital download is updated or improved, buyers get the new version.
What if it's not for me?
What if it's not for me?
We have done our best to show you exactly what is in the workbook. If you are unsure about the purchase, please have a look at the free preview. We will not be processing refunds as there is no way for us to take back a digital download.
Can I ask you questions afterwards?
Can I ask you questions afterwards?
We're building out a community and coaching program - stay tuned if that's something you'd like.