Many Australian small and medium enterprises know their website needs to do more, but often feel overwhelmed about where to start with conversion optimisation. It’s easy to get lost in endless A/B tests and data, so we’ve outlined a prioritisation framework to ensure you’re focusing on the changes that will deliver the biggest return on investment.
The key is to move beyond simply getting *more* traffic, and focus on getting more of the *right* traffic – and then making it easier for them to become customers. Here’s how we recommend approaching it.
- Understand Your Value Proposition: Before touching a single button on your website, clearly define what makes your business different and better. This isn’t about features; it’s about the benefits customers receive. Your website messaging must immediately communicate this value.
- Fix Broken Funnels First: Identify where potential customers are dropping off in the process – are they abandoning shopping carts, not completing contact forms, or bouncing from key landing pages? Tools like Google Analytics can pinpoint these issues. Addressing these ‘leaks’ provides quick wins.
- Mobile Optimisation is Non-Negotiable: With over half of all web traffic now coming from mobile devices, a poor mobile experience is a conversion killer. Ensure your site is fully responsive, loads quickly on mobile networks, and that key calls to action are easily accessible on smaller screens.
- Social Proof Matters: Australians trust recommendations from others. Prominently display customer testimonials, reviews, and case studies on relevant pages. This builds trust and reduces perceived risk.
Don’t fall into the trap of chasing incremental gains on pages that already convert reasonably well. Focus your energy on the areas where you’re losing the most potential customers. Remember, conversion optimisation isn’t a one-time project; it’s an ongoing process of testing, analysing, and refining.
To get started, we recommend conducting a thorough website audit focusing on the customer journey. This will reveal the biggest opportunities for improvement and provide a solid foundation for your conversion optimisation efforts. A clear understanding of your current performance is the first step towards significant growth in 2026 and beyond.
