Low Website Conversions: 5 Common Fixes

Struggling with low website conversions? Whether you're aiming for more sales, leads, or sign-ups, fixing common website issues can make a big difference. Here’s what you need to focus on:

• Call-to-Actions (CTAs): Use clear, benefit-driven text and eye-catching designs. Place them where they naturally fit and make them mobile-friendly.
• Page Speed: Slow load times cost conversions. Compress images, enable caching, and consider a CDN for faster performance, especially in areas with slower internet.
• Mobile Usability: Ensure your site works smoothly on smaller screens with touch-friendly buttons, clear navigation, and simple forms.
• User Experience (UX): Simplify navigation, make your value clear, and fix any frustrating features that confuse visitors.
• A/B Testing: Test small changes like button text or headlines to see what works best, and keep refining based on actual user data.

Quick Comparison

Fix	Cost	Ease	Impact
Call-to-Actions	Low	Easy	High
Page Speed	Moderate	Moderate	Very High
Mobile Usability	Moderate	Moderate	Very High
User Experience (UX)	High	Complex	High
A/B Testing	Low-Moderate	Easy-Moderate	Medium-High

These strategies help Australian businesses meet local expectations, like fast mobile experiences and clear pricing in AUD. Start with the area where your site struggles most, and test your way to better results.

1. Fix Your Call-to-Action Design

Your call-to-action (CTA) buttons are the bridge between visitors browsing your site and taking action, like making a purchase or signing up. If your CTAs aren't well-designed, they may fail to convert. Tweaking them can lead to a noticeable boost in conversions without requiring a complete website redesign.

The most effective CTAs combine clear messaging, strategic placement, and visual appeal. Avoid vague phrases like "Click Here" or "Learn More." Instead, opt for benefit-focused wording such as "Get Your Free Quote" or "Start Your Trial." These phrases set clear expectations and highlight the value for your visitors.

Choose high-contrast colours, such as orange or red, to make your CTAs stand out. These colours grab attention and can create a sense of urgency, but make sure they complement your overall branding.

How Well It Improves Conversions

Even small tweaks to your CTAs - like changing the text, colour, or placement - can make a big difference in driving conversions.

The size of your button matters. If it's too small, visitors might miss it. If it's too large, it could feel overwhelming or overly aggressive. Aim for a size that’s easy to click, especially on mobile devices, while still fitting seamlessly into your design.

Placement is just as important. Position your CTAs where they naturally fit within your content flow. For example, place them after you've outlined the benefits of your product or service, rather than at the very beginning. This way, you build trust and value before asking visitors to take action.

How Easy It Is to Implement for Australian Businesses

Updating your CTAs is a simple process, especially if your website runs on platforms like WordPress or Shopify. Adjusting button text, colours, and placement can often be done in just a few clicks.

Start with key pages, such as your homepage, product pages, and contact page. Once you've fine-tuned these, you can experiment with other areas of your site. Many Australian businesses find that testing different CTA variations - using built-in tools available on most platforms - leads to quick and measurable improvements.

How It Works with Australian Localisation

Australian audiences generally prefer straightforward, no-frills language in CTAs. Phrases like "Get Started Today" or "Claim Your Spot" resonate well, as they strike a balance between being direct and approachable. Avoid overly aggressive or overly salesy wording, which can feel out of place.

If your CTA includes pricing, make sure it follows Australian currency conventions. Use the dollar sign ($) in the correct format - for example, $49.95 - and include commas for larger amounts, such as $1,299. This attention to detail helps build trust with your audience.

For time-sensitive offers, use the Australian date format (DD/MM/YYYY) and always reference local time zones (e.g., "Offer ends 25/12/2025 AEDT") to avoid confusion. Additionally, consider local shopping habits when scheduling promotions or sales.

Lastly, ensure your CTAs are mobile-friendly. Buttons should be large enough for easy thumb navigation on smartphones. Once your CTAs are optimised, you can shift your focus to other improvements, like speeding up your site to keep visitors engaged and reduce bounce rates.

2. Speed Up Page Load Times

Nobody likes waiting for a slow website, and when your site drags, visitors tend to leave - taking potential sales and enquiries with them. First impressions matter, and slow load times can disrupt the buying process, making it harder to convert casual visitors into paying customers. Even small improvements in speed can make a noticeable difference in keeping users engaged.

Techniques like compressing images, enabling browser caching, and minimising code can help improve load times without requiring a complete site overhaul.

How Well It Improves Conversions

Faster page speeds often translate to better conversion rates. This is especially true for e-commerce websites, where shoppers expect quick and hassle-free experiences. Research shows that even slight reductions in load time can lead to higher engagement. When your site responds quickly, users are more likely to stick around, explore more pages, and, ultimately, make a purchase.

How Easy It Is to Implement for Australian Businesses

For many Australian businesses, speeding up a website doesn’t have to be a complex or costly task. Popular platforms often include built-in tools to help with speed optimisation.

For instance, optimising images is one of the simplest ways to improve load times. Tools like TinyPNG or built-in compression features can shrink file sizes without sacrificing quality, which is particularly helpful for image-heavy pages.

Caching plugins are another easy win. By storing static versions of your site, these plugins reduce the time it takes for returning visitors to load pages. They’re quick to install and provide almost immediate results.

Another effective solution is using a content delivery network (CDN) with servers located in Australia. CDNs ensure your content is delivered quickly to local users, improving load times further.

How It Applies to Australian Users and Infrastructure

Australia’s internet infrastructure varies widely between urban and regional areas. While major cities generally enjoy reliable connectivity, rural areas often face slower speeds. This makes optimisation even more critical to ensure a smooth experience for all users.

Given this mix of network conditions, it’s important to optimise your site for mobile browsing, especially for users in areas with inconsistent 4G coverage. By ensuring your site performs well on slower mobile networks, you can cater to a broader audience and maintain a consistent experience.

Local users are accustomed to the fast performance of international websites, so meeting these expectations requires not just technical improvements but also careful planning. Testing your site during peak traffic times can reveal how well it handles heavier loads, giving you insights into areas that need attention.

How It Works with Australian Localisation

If your site includes localised features - like currency, date formats, or measurement units - they should load quickly and efficiently. For example, e-commerce platforms need to display prices in Australian dollars (e.g., $49.95 or $1,299.00) without adding unnecessary server strain.

Similarly, features like store locators that use kilometres or weather widgets showing temperatures in Celsius should be optimised to avoid slowing down your site.

Once your site is running fast, shift your focus to ensuring it works seamlessly across devices. Many Australians rely on their phones for browsing and shopping, so mobile optimisation is key to delivering a smooth experience for this audience.

3. Improve Mobile Usability

With more Australians browsing and shopping on their phones than ever, having a website that's not mobile-friendly is like turning customers away at the door. Small buttons, hard-to-read text, or forms that misbehave on smaller screens can frustrate users and send them straight to a competitor. A mobile-friendly website ensures visitors can navigate effortlessly, find what they’re looking for, and complete purchases without any hiccups. This focus on mobile usability is a key part of improving overall website performance.

But mobile usability isn’t just about having a responsive design. It’s about creating an experience that feels right for smaller screens, with touch-friendly buttons, simple navigation, and layouts that make sense for mobile users.

How Well It Improves Conversions

Mobile optimisation can have a massive impact on conversion rates, especially for Australian businesses catering to a population that increasingly relies on smartphones for everything from browsing to buying. When users can easily tap buttons, read content without pinching and zooming, and complete forms without frustration, they’re much more likely to convert - whether that means making a purchase, booking a service, or filling out an enquiry form.

This is particularly important for local businesses. Think about someone searching for "plumber near me" or "coffee shop Brisbane" on their phone. They expect to quickly see contact details, opening hours, and directions. A mobile-optimised site that displays this information clearly is far more likely to capture these high-intent searches and turn them into paying customers.

Features like simplified navigation and well-designed forms are especially effective in breaking down barriers that often stop mobile users from converting.

How Easy It Is to Implement for Australian Businesses

For most Australian businesses, getting started with mobile optimisation is relatively simple. Many modern website platforms offer mobile-responsive themes as a standard feature. But true mobile usability goes beyond the basics - it’s about getting the small details right.

Start by testing your site on real mobile devices, not just by resizing your browser window. Make sure buttons are large enough to tap easily (at least 44px), and text is readable without zooming (a font size of at least 16px is a good benchmark).

Forms are another common pain point for mobile users. Simplify them by reducing the number of fields, using the right input types (like number keyboards for phone numbers), and providing clear, helpful error messages when something goes wrong.

Some Australian businesses are also exploring progressive web app features, which can make websites feel like native mobile apps. Features like offline browsing and the ability to save the site to a phone’s home screen can enhance the user experience significantly.

How It Applies to Australian Users and Infrastructure

For your site to convert well, it needs to function smoothly across all devices and network conditions. Australians have high expectations for mobile experiences, shaped by their use of polished international apps and websites. They want fast, intuitive, and reliable performance - whether they’re on a shiny new 5G network in Sydney or a patchy 3G connection in regional areas.

This means optimising your site for mobile viewing. Compress images, minimise large files, and ensure key functions work even on slower connections.

Australians are also increasingly comfortable with mobile payments, so offering secure, streamlined checkout options is a must. Popular payment methods like Apple Pay, Google Pay, and Buy Now Pay Later services can make all the difference in boosting mobile conversions.

And don’t forget the context in which Australians use their phones. Many are browsing during commutes, on lunch breaks, or while juggling other tasks. Your mobile experience should be quick and efficient, helping users achieve their goals without wasting time.

How It Works with Australian Localisation

Mobile interfaces should handle Australian-specific details seamlessly. For example, phone number fields should accept the standard Australian format, and address forms should include states and postcodes in the expected layout. These small touches can make a big difference in creating a smooth experience for local users.

Location-based features are especially valuable for mobile users. Store locators should show distances in kilometres and integrate with popular mapping apps like Google Maps or Apple Maps. If your business operates across multiple time zones, make sure mobile users can easily see relevant times for their location.

Finally, localised content - like dates, temperatures, and measurements - needs to be formatted for mobile screens. Ensure this information is clear and easy to read, without awkward wrapping or cut-off text. These adjustments help ensure your site feels tailored to Australians, no matter where or how they’re browsing.

4. Fix User Experience Issues

A poor user experience can sabotage your conversion efforts by leaving visitors confused or unable to find key information. When navigation is unclear or frustrating, potential customers are far less likely to take action. Fixing these issues can lead to noticeable improvements in how effectively your website converts visitors into customers.

Sometimes, UX problems aren’t obvious but still have a big impact. For instance, someone might land on your homepage and not immediately understand what your business offers. Or, they could struggle to find essential details like contact information or pricing.

How Well It Improves Conversions

Addressing UX challenges can make a big difference in conversion rates. In September 2024, the average eCommerce conversion rate in Australia was 1.78%, which is lower than the global average of 2% to 3%. This difference suggests that many Australian websites could benefit from UX improvements.

Australian users tend to value authenticity, so social proof plays a major role in building trust. Highlighting customer testimonials, reviews, or logos of well-known Australian clients can help reassure visitors and reduce hesitation.

Good UX isn’t just about having a visually appealing site - it’s about functionality. Simplify navigation, clarify your value proposition, and guide visitors toward the next steps. Even small updates, like improving your search feature or making your contact details easy to find, can deliver quick results.

How Easy It Is to Implement for Australian Businesses

Improving UX doesn’t always mean starting from scratch. Begin with the basics: make your value proposition immediately clear. Visitors should know what you offer within seconds of landing on your site - especially in competitive Australian markets.

Tackle small but impactful tweaks, like streamlining landing pages, simplifying the checkout process, and reducing form fields. Each page should have a clear purpose, and unnecessary steps should be eliminated. Highlighting local information, such as delivery options or contact details, can also make a big difference.

Consistency is key when it comes to navigation. Use familiar menu layouts and ensure important sections - like product categories, pricing, and contact pages - are easy to find. These straightforward changes not only simplify the user journey but also help your site connect better with Australian audiences.

How It Applies to Australian Users and Localisation

Meeting local expectations is crucial for improving UX. Customising content based on location, such as tailoring experiences for Sydney versus Perth users, can make your brand feel more relevant and approachable.

Localisation goes beyond just using the correct currency or date format, though these are essential. Australian users expect prices to be displayed in dollars with the $ symbol, dates in DD/MM/YYYY format, and measurements in metric units. These small details show that your site is designed with Australian visitors in mind.

The demand for personalised experiences is growing in Australia. Many businesses are now focusing on data-driven Conversion Rate Optimisation (CRO), prioritising tailored user journeys and ongoing testing. By analysing how Australian users interact with your site and refining based on their behaviour, you can ensure that your UX updates are both meaningful and effective for your audience.

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5. Use A/B Testing

A/B testing takes the guesswork out of optimising your website by directly comparing variations of specific elements to see which performs better. Instead of relying on assumptions, this approach lets you base decisions on real visitor data.

The process is straightforward. You create two versions of a webpage, email, or individual element - like a headline, button colour, or form layout - and show each version to separate groups of visitors. The version that delivers better results becomes your new standard, giving you a clear path to refine other elements and steadily improve conversion rates.

How It Improves Conversions

A/B testing can lead to noticeable improvements in conversion rates. Even small changes, like adjusting a button's wording or tweaking a headline, can make a measurable difference.

It's important to test one change at a time. Testing multiple elements at once can muddy the waters, making it hard to pinpoint what’s driving the results. By focusing on one variable at a time, you can build a reliable collection of proven improvements instead of relying on random adjustments.

Regular testing is key because visitor behaviour evolves over time. What worked six months ago might not be as effective today, especially as market conditions shift and user expectations change. Many Australian businesses that commit to ongoing testing report steady, compounding gains in their conversion rates.

How Easy It Is to Implement for Australian Businesses

A/B testing doesn’t require a big budget or advanced technical skills. Many website platforms include built-in A/B testing tools, and there are standalone platforms with free options that are ideal for small and medium-sized businesses.

Start with elements that are simple to test but have high potential impact, such as headlines, call-to-action buttons, or form fields. For instance, you could test whether a button labelled "Get Started Today" outperforms one that says "Start Your Free Trial." These adjustments are easy to implement and can quickly deliver actionable insights.

The main challenge is patience. To get reliable results, you need to run tests long enough to gather sufficient data. A test that runs for just a few days or has too few visitors won’t provide meaningful insights. Ideally, tests should run for one to two weeks, ensuring that both versions receive enough traffic to produce statistically significant results.

This structured approach not only improves individual elements but also contributes to overall website effectiveness, keeping your conversion rates consistently strong.

How It Applies to Australian Users and Infrastructure

Australia’s unique conditions, such as varying internet speeds between urban and regional areas and time zone differences (like the three-hour gap between Perth and Sydney), mean tests should run over full weeks to capture diverse user behaviours.

How It Works with Australian Localisation

Testing localised elements can uncover valuable insights. For example, you might find that displaying prices as "$99" resonates differently than "$99.00 AUD." Similarly, experimenting with date formats - such as "21/11/2025" versus "21 November 2025" - can influence form completion rates.

Language and cultural references are also worth testing. Australian audiences might respond differently to phrases like "Book a consultation" compared to "Have a chat" or "Get in touch." Subtle shifts in tone can make your messaging more relatable while staying true to your brand voice.

Seasonal factors also play a big role in A/B testing. For instance, testing different messaging during the summer holiday period (December–January) versus the back-to-school season (February) can help you better align with local shopping habits and decision-making cycles. These nuanced adjustments can significantly improve how your website connects with Australian users throughout the year.

Comparison Table

When tackling your website's conversion challenges, it’s helpful to weigh up the pros and cons of different strategies. Below is a side-by-side breakdown of five key fixes. Each method brings its own strengths, costs, and levels of complexity.

Fix Strategy	Implementation Cost	Time to See Results	Ease of Implementation	Potential Impact	Best For
Call-to-Action Design	Low	Quick	Low	High	Websites with steady traffic but poor conversions
Page Load Speed	Moderate	Quick	Moderate	Very High	Sites with load times exceeding 3 seconds
Mobile Usability	Moderate	Quick	Moderate	Very High	Businesses with 60% or more mobile traffic
User Experience Fixes	High	Moderate	High	High	Complex sites with multiple conversion pathways
A/B Testing	Low to Moderate	Variable	Low to Moderate	Medium to High	Data-focused businesses seeking ongoing refinement

This table makes it easier to pinpoint which approach aligns with your current needs. Often, the best results come from combining multiple strategies rather than relying on just one.

For example, if your site is slow, speed optimisation should be your first priority. A faster site benefits all users and often leads to immediate improvements. On the other hand, if your traffic is strong but conversions are lagging, improving your call-to-action design and refining user experience should take precedence.

A/B testing is a standout option for businesses aiming for long-term growth. While individual tests might bring small wins, the cumulative impact of continuous optimisation can be game-changing over time.

For websites with heavy mobile traffic (over 60%), ensuring seamless mobile usability is non-negotiable. This not only boosts engagement but also helps reduce bounce rates - critical for keeping users on your site.

Ultimately, the combination of these fixes can drive sustainable growth in Australia's competitive digital space. Prioritise your efforts based on your site's specific challenges, and build from there.

Conclusion

Boosting your website's conversion rate becomes much simpler when you focus on the right strategies. The five techniques we've discussed - refining call-to-action designs, improving page load speeds, enhancing mobile usability, tackling user experience issues, and applying A/B testing - provide a solid starting point for achieving better results.

These efforts can lead to real, measurable outcomes. For instance, the average e-commerce conversion rate in Australia is currently 1.78% (as of September 2024), which is below the global average of 2%-3%. This gap presents a clear opportunity for Australian businesses to step up. Consider this example: an online store that increased its conversion rate from 3.1% to 3.6% saw its annual revenue jump from A$5,000,000 to A$5,806,596 - an additional A$806,596 in yearly profit. Numbers like these highlight the real-world impact of focusing on optimisation.

The secret to success lies in taking a data-driven approach. Start by setting up proper tracking in Google Analytics 4 to monitor key actions like completed purchases, lead form submissions, add-to-cart clicks, and newsletter sign-ups. This ensures that every tweak you make aligns with your overall goals.

To get started, focus on one fix at a time. A prioritisation framework like PIE (Potential, Importance, Ease) can help you determine which changes will deliver the highest impact. With cart abandonment rates averaging 69.57%, even small adjustments can lead to significant improvements.

Choose one area where your site struggles the most and start testing. Whether it's redesigning a call-to-action button, reducing image file sizes to speed up loading times, or making your mobile checkout process simpler, the key is to measure the results and refine your approach based on actual user behaviour.

In Australia's competitive online market, even small gains can make a big difference. Businesses that commit to steady, ongoing improvements will see these efforts reflected in their bottom line. Don’t wait - start testing, analysing, and improving today.

FAQs

How do I decide which website conversion improvement to focus on first?

To figure out which conversion improvement deserves your attention first, weigh each option by looking at its potential impact, effort involved, cost, and time it will take to deliver results. Focus on changes that fit well with your current business objectives and the resources you have on hand.

For instance, if your website gets plenty of traffic but struggles to keep visitors engaged, you might want to prioritise enhancing your call-to-action buttons or improving the overall user experience. However, if your site takes too long to load, fixing page speed issues should jump to the top of your list. By addressing the most urgent challenges first, you can see meaningful progress more quickly.

What tools can I use for A/B testing to improve my website's conversions?

A/B testing is a smart way to fine-tune your website's performance by comparing different versions of your pages to see what works best. Tools like Optimizely, VWO, and Adobe Target make this process easier. They offer intuitive interfaces and detailed analytics, helping you base your decisions on solid data.

By experimenting with elements such as headlines, images, or call-to-action buttons, you can discover what grabs your audience's attention and boosts your conversion rates.

How does localising for Australia improve conversion strategies like CTAs and mobile usability?

Localising for Australia can significantly boost your conversion strategies by making your website feel more relevant and user-friendly to Australian visitors. This means adopting Australian spelling (like ‘organise’ instead of ‘organize’), showing prices in AUD with the correct format (e.g., $1,000.00), and aligning your design and messaging with local preferences.

When it comes to mobile usability, localisation could involve integrating with popular Australian payment methods and adjusting content to suit browsing habits common in Australia. These thoughtful adjustments help your website feel more relatable and reliable, which naturally leads to better engagement and increased conversions.