Many Australian SMEs pour time and money into getting traffic to their websites, but traffic alone doesn’t equal revenue. The real win comes when visitors actually *convert* – whether that’s making a purchase, filling out a form, or picking up the phone. When conversions are low, you have a bottleneck. We help businesses pinpoint these issues and get more from their existing website visitors.
Identifying these bottlenecks requires a systematic approach. It’s not about guessing; it’s about data. We start with understanding the customer journey – the steps someone takes from landing on your site to becoming a customer. Then, we look for where people are dropping off.
- Analyse your website analytics: Tools like Google Analytics show us exactly where visitors are leaving your site. High exit rates on specific pages are a big red flag. We look at bounce rates too – a high bounce rate suggests your landing page isn’t relevant to what people searched for.
- Heatmaps and session recordings: These tools visually show us how people interact with your pages. Are they clicking on things they shouldn’t be? Are they getting stuck trying to complete a form? This provides valuable qualitative data to support the analytics.
- Conversion rate optimisation (CRO) audits: We conduct a thorough review of key pages – landing pages, product pages, checkout pages – looking at things like clarity of messaging, call-to-action placement, and form usability.
- Customer feedback: Don’t underestimate the power of simply asking your customers! Surveys, polls, and even talking to your sales team can reveal pain points you might not see in the data.
Once we’ve identified the bottlenecks, fixing them is usually about making small, targeted changes. This could involve rewriting copy to be more persuasive, simplifying forms, improving page load speed, or making your call-to-actions more prominent. A/B testing is crucial here – we test different versions of a page to see which performs best. Remember, optimising for mobile is non-negotiable; more and more Australians are browsing and buying on their phones.
Addressing conversion bottlenecks isn’t a one-time fix. It’s an ongoing process. As customer behaviour changes and your business evolves, we need to continually analyse, test, and refine. By focusing on conversion rate optimisation, you’ll see a significant return on your marketing investment, setting you up for strong growth into 2026 and beyond. The first step? Book a free website review with us to uncover hidden opportunities.
