Australian SMEs are facing a more complex customer journey than ever before. People start researching on their phones during their commute, continue on tablets at home, and often finalise purchases on their work computers. Optimising conversion paths isn’t just about having a good website anymore; it’s about creating a consistent, helpful experience wherever your potential customers are. As we look towards 2026, this ‘omnichannel’ approach will be absolutely critical.

Here’s how we can help you refine those journeys for maximum impact:

• Unified Data is Key: Forget siloing data from different devices. We need to integrate your website analytics, email marketing data, and even social media interactions into a single customer view. This allows us to understand the complete path to purchase, identify drop-off points, and personalise experiences. Customer Data Platforms (CDPs) are becoming increasingly accessible for SMEs and are worth investigating.
• Contextual Continuity: Imagine someone adds an item to their cart on their phone, then searches for the same product on their laptop. They should see that item still in their cart! This requires robust session stitching – linking a user’s activity across devices. It’s not always perfect, but getting the basics right (consistent logins, cookie management) makes a huge difference.
• Mobile-First Indexing Remains Crucial: Google prioritises the mobile version of your website for indexing and ranking. If your mobile experience is slow, clunky, or incomplete, it will negatively impact your search visibility. Ensure your website is fully responsive and prioritises speed on all devices.
• Optimised Content for Each Stage: People behave differently depending on the device and where they are in the buying cycle. Someone on a phone might be looking for quick information and directions, while someone on a desktop might be ready to compare detailed specifications. Tailor your content accordingly – shorter, more visual content for mobile, and more in-depth content for desktop.

The goal isn’t just to track users across devices, but to anticipate their needs and provide a seamless experience. By 2027, customers will expect this level of personalisation as standard. Start by auditing your current conversion paths, identifying the biggest friction points, and then implementing these strategies. A small investment in improving cross-device consistency can yield significant returns in increased conversions and customer loyalty.

Our recommendation? Begin with a comprehensive website and analytics audit to map your current customer journeys. Understanding where people are dropping off is the first step towards building a more effective, omnichannel experience.