To increase the number of conversions your site is making you need three things. Firstly, a good understanding of how people behave online and the sometimes surprising things they do. Secondly you need a strong agile testing approach to content and design. Finally some inspiration and luck wouldn't go amiss.
Ifraz and Kelvin will equip you with reliable findings to help improve the conversion rate or your site. They'll also help you come up with the ideas to test what will make a material difference to the bottom line.