Determining a ‘good’ website conversion rate is a constant question for Australian businesses. It’s not a one-size-fits-all answer, but we can give you realistic targets based on current trends and what we anticipate seeing unfold. Forget industry averages – focus on continuous improvement against *your* baseline. However, understanding benchmarks is a great starting point.

Historically, a conversion rate of 2-5% was considered respectable. However, consumer behaviour is evolving rapidly, and expectations around online experiences are higher than ever. We’re seeing a shift towards more personalised journeys, faster loading speeds, and seamless mobile experiences. These factors directly impact conversion.

Here are a few key insights to consider as you plan for growth:

• Industry Matters: Conversion rates vary significantly. E-commerce sites naturally have higher potential than lead generation sites. A well-optimised online store could aim for 2-4%, while a service-based business generating qualified leads might target 1-3%.
• Mobile First: Over half of all website traffic now comes from mobile devices. If your mobile experience isn’t flawless, you’re losing conversions. Expect mobile conversion rates to lag desktop, but focus on closing that gap.
• Personalisation is Key: Dynamic content, tailored offers, and relevant product recommendations can significantly boost conversions. Investing in tools and strategies to personalise the user experience will pay dividends.
• Data-Driven Optimisation: Conversion Rate Optimisation (CRO) isn’t a set-and-forget activity. Continuous A/B testing, heatmaps, and user behaviour analysis are essential to identify areas for improvement.

Looking ahead, we anticipate that Australian websites aiming for best-in-class performance should be targeting conversion rates of 3-5% by the end of 2026. Achieving this will require a dedicated focus on user experience, personalisation, and data-driven optimisation. Don’t get fixated on a specific number, though. The most important thing is to consistently analyse your performance, identify opportunities, and implement changes to improve your results.

To get started, we recommend conducting a thorough website audit to identify any major usability issues or areas for improvement. Understanding your current conversion funnel and identifying drop-off points is the first step towards unlocking significant growth.