There are times in marketing and UX when flashy ideas and “growth hacks” take center stage. But sometimes, the most powerful wins come from doing something incredibly simple: removing friction.

This is one of those times.

The setup: A tool store with a conversion problem

Our client runs a WooCommerce store that sells electric tools—think drills, grinders, welders, and other professional-grade equipment. But there was a hurdle: their target audience wasn’t always comfortable with online shopping.

Conversion rate was a bit below average, not a lot.

A big portion of their customers weren’t tech-savvy. Some didn’t trust entering their credit card details online. Others would get stuck in the checkout process or simply abandon the cart out of confusion.

The usual "add to cart → checkout → enter all your details → pay online" flow wasn’t working for them. Even though the products were solid and pricing was competitive, something about the experience kept turning users away right before the finish line.

The Idea: Strip it down to the basics

Instead of optimizing for the digital-native shopper, we decided to meet the actual customer where they were.

We added a “One Click Buy” button next to the regular “Add to Cart.” Here’s how it worked:

  • Users only had to enter their phone number—the name field was optional.
  • The selected product and user info were sent through WooCommerce like any other order.
  • The client’s sales team would call the customer directly, confirm the order, and handle the rest manually.

That’s it. No login. No address input. No card info. Just a phone number and a real person on the other end.

Why it worked

This change wasn’t just technical, it was psychological.

We weren’t trying to force a one-size-fits-all funnel. We were solving a real-world problem for a specific audience. That’s why it worked.

Here’s what happened next:

  • The first few days were quiet. People weren’t sure what to make of this new option.
  • But then orders started rolling in. Couple of orders here and there.
  • And then they kept coming.
  • Within a week, conversions from the new button became the prevalent source of orders compared to the standard checkout flow.

Keep in mind, we weren’t even running an A/B test. We just monitored the orders coming from the new button vs. the regular one. When it became clear that the new flow was outperforming the old, we didn’t hesitate to keep it.

The tech behind it

Technically, this wasn’t a major engineering project. We used an existing WordPress plugin that allowed us to set up quick-buy forms. A few small tweaks later, and it worked exactly as needed.

WooCommerce handled the back end. The form submitted product info + phone number, and the client’s team handled the confirmation call—something they were already doing anyway.

So rather than reinventing the wheel, we made it easier to get rolling.

The human element
One key reason this worked: our client already had a process for calling every customer. That might sound like a burden in eCommerce, but for this business—and this audience—it was the right move.

A call gave the customer peace of mind. It gave the sales team a chance to confirm or even upsell. It built trust, which is often the missing ingredient in online checkouts.

We didn’t have to change the business model, we just had to reduce the friction between intent and action.

Lessons you can apply

This isn’t just a win for one client. It’s a reminder of something we all forget too often in digital:

Your user doesn’t care about your funnel. They care about how easy it is to get what they want.

If your audience isn't 100% comfortable with technology, don’t build for the ones who are. Build for the ones who are buying.

Final thought

Doubling conversions didn’t require a redesign, a rebrand, or a replatforming. It took one button, one phone number, and a little empathy.

It doesn’t have to be beautiful. It has to work.

If you want to connect with me you can find me on LinkedIn.