As Australian SMEs look to maximise return on investment from their websites, eliminating friction from the buyer journey is paramount. Too often, we see businesses unintentionally creating hurdles that prevent potential customers from converting. It’s not enough to simply drive traffic; you need to make it easy for visitors to become paying clients. A seamless experience directly impacts conversion rates and, ultimately, revenue.

So, where do businesses typically introduce friction? Here are a few key areas we consistently address with our clients:

• Slow Page Speed: Australians expect websites to load quickly. Studies show significant drop-off rates with every additional second of load time. Optimise images, leverage browser caching, and consider a content delivery network (CDN) to improve speed.
• Complex Navigation: Visitors should easily find what they’re looking for. A cluttered or confusing website structure forces people to leave. Simplify your menu, use clear labelling, and ensure a logical flow between pages.
• Lengthy Forms: Asking for too much information upfront is a conversion killer. Only request essential details. Consider progressive profiling – gathering information over time, rather than all at once.
• Lack of Mobile Optimisation: With mobile traffic consistently increasing, a non-responsive website is a major barrier. Ensure your site looks and functions flawlessly on all devices. Google prioritises mobile-first indexing, so this impacts search rankings too.

Beyond these technical aspects, consider the clarity of your messaging. Is your value proposition immediately obvious? Do you clearly articulate the benefits of your products or services? Confusing copy creates uncertainty and hesitation.

Finally, don’t underestimate the power of social proof. Testimonials, case studies, and reviews build trust and reduce perceived risk. Displaying these prominently on your website can significantly increase conversions. Regularly analyse your website data – using tools like Google Analytics – to identify drop-off points and areas for improvement. Addressing these friction points will lead to a more satisfying customer experience and a healthier bottom line.

To start, we recommend conducting a comprehensive website audit focusing specifically on the user experience. This will pinpoint the exact areas where friction is hindering your results.