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 what we’re seeing as the most impactful areas for improvement:

• Unified Customer Data: This is the foundation. We need to connect data from all touchpoints – website, social media, email, even phone calls – into a single customer view. This allows us to understand behaviour across devices and personalise experiences. Think beyond basic analytics; customer data platforms (CDPs) are becoming increasingly accessible for SMEs.
• Contextual Continuity: Imagine someone adds an item to their cart on their phone, then visits your website on their laptop. That item *must* still be in their cart. This requires robust session management and synchronisation. It’s about removing friction and making the journey feel effortless.
• Device-Specific Optimisation: While consistency is key, acknowledging device differences is vital. Mobile experiences need to be streamlined for smaller screens and faster loading times. Desktop experiences can support more detailed information and complex interactions. We’re seeing a shift towards progressive web apps (PWAs) offering app-like experiences within a browser.
• Attribution Modelling: Understanding which touchpoints contribute to a conversion is crucial. First-click, last-click attribution are outdated. We need to move towards more sophisticated models – like data-driven attribution – that give credit to all relevant interactions, regardless of device.

The good news is that many of these improvements are achievable without massive investment. Focusing on data integration and ensuring a seamless user experience across devices will deliver significant returns. In 2027, businesses that haven’t prioritised this will likely find themselves losing customers to those who have.

The next step? Audit your current customer journey. Map out all the possible paths a customer might take, across all devices, and identify any points of friction. This will highlight where you need to focus your optimisation efforts.