Interview with Michael Laps, Co-Founder and Director of Strategy at Yoghurt Digital

Who are Yoghurt Digital and what is their position in the Australian marketing landscape?

Yoghurt Digital is a Sydney-based digital marketing agency specialising in Conversion Optimisation (CRO), Search Engine Optimisation (SEO) and Paid Media (SEM). We were founded to provide companies both nationally and internationally with the best of both worlds – big agency experience, small agency hustle.

Our reputation in the Australian marketing landscape is as conversion specialists, and our track record in the Conversion Optimisation space is the reason many companies choose to engage us. Our work encompasses qualitative and quantitative consumer behaviour research, user experience design, personalisation and multivariate testing.

At our core, we’re a team of data lovers and number crunchers, forever devoted to intimately understanding our clients’ customers and their behaviour online. We balance meaningful insights with digital prowess to drive real growth using science over opinions.


Where did the name Yoghurt Digital come from? Is there a story behind the name?

We get asked “So why ‘Yoghurt’” at least 3-4 times per day – and rightfully so! I don’t know many other people who’d choose to name their digital agency after a delicious breakfast food, so yes, there’s definitely a story behind the name. It centres around the process of making yoghurt.

Very briefly, yoghurt is made by combining and cooking ingredients like milk, sugar, fruit (if that’s your preference), and – most importantly – yoghurt cultures. Yoghurt cultures are what ties all of the ingredients together to make the final product. Without the yoghurt cultures, you’ll end up with warm sugar milk.

Bringing that back to the world of digital, this analogy is reflective of how we see ourselves in relation to the companies we work with. Most of our clients already had many of the ingredients required for a successful digital marketing strategy, but they’re unable to tie it all together. Their tactics are usually isolated and thus ineffective. That’s where we come in.

We see ourselves as the yoghurt cultures – the key ingredient that helps companies pull all of their digital strategies and tactics together to make a delicious final product. We’re the dairy-based glue that brings your digital marketing to life, interplaying with your broader marketing strategy and aligning with core business objectives.

 

What is Yoghurt Digital’s point of differentiation from other agencies?

Our love affair with data. Today’s prevailing wisdom is that the lifeblood of a company’s success is data. That’s because data is, in its most distilled form, the voice of your customers. And with everything in the digital world trackable and measurable there’s more information about your customers than ever before. Therefore, a company that can successfully and consistently extract insights from their data has a major advantage over one that doesn’t.

We’re big believers in going small to go big. To build a truly effective digital strategy, we need to intimately understand what behaviours are driving your customers’ decision-making processes when it comes to engagement and, ultimately, conversion. Those answers lie in the data.

Our track record of building and executing ROI-focused digital campaigns is attributed to the discovery phase of our strategy planning. Discovery allows us to build a relationship with your website traffic. It’s our opportunity to analyse your existing website traffic and digital campaigns, seasonal behavioural trends, surveying both prospective and existing customers, and gaining insight into your competitor landscape. Once we understand how your users are interacting with your site, we can start to refine how we improve that experience.

Ultimately, we create a digital strategy based on data, not opinions – a digital strategy that’s focused on growth, personalised to meet the needs of both new and existing customers, and distributed in a way that’s synonymous with current user search trends and online behaviour.

 

You’re going to be hosting a roundtable session at the Summit. What are the key discussion points attendees can expect from Yoghurt Digital’s session?

One of the most common questions we get asked current and prospective clients alike is whether to optimise their existing website, or if they should build a new website from scratch. The problem with providing a blanket answer is that it’s such a situational question, with hundreds of variables and moving parts. It’s going to be unique to every business, which is why the answer, as always, lies in data.

The point of our roundtable session is to provide attendees with the tools and processes we use with our clients to not just help them figure out which path to take, but also create a strategic roadmap through both the rebuild and optimisation processes.

Specifically, attendees can expect to learn:

  • How to take personal opinions out of the discussion and use data to drive the decision-making process
  • Which consumer behaviour data they should be gathering and analysing to decide whether to optimise their existing website or build a new one from scratch
  • How to include customers in the decision-making process to ensure the project generates positive ROI and long-term performance growth
  • How to build a proper project scope using data for both a new website build or an optimisation program

We’ll also be demonstrating real-life case studies from our clients who’ve gone through a similar process.

 

What does the future look like for an organisation wanting to work with Yoghurt Digital?

Having a huge volume of traffic and a sizeable marketing budget won’t make a difference if you haven’t tailored your website to your consumer’s needs, motivations and behaviours. That’s how you convince consumers to buy from you instead of your competitors.

Organisations who want to work us can expect to learn how their customers interact with their website and what improvements they could make to generate significantly more sales without the need for increasing their marketing budget. Our goal as an agency is to use data to develop, deliver and implement digital strategies that consistently deliver results as measured against key success metrics. Any company who engages us can expect to be provided with the ability to track and definitively measure their return on investment from every dollar they spend with us.

We live in an era of engagement, but the form of engagement used and its timing can make the difference between winning or losing a customer. That’s why it’s crucial for any digital strategy we build to be focused on generating enormous visibility while delivering an outstanding, multi-channel user experience. Our objective is to take a client’s website and make it the focal point for all marketing campaigns, found easily through digital channels and tactfully structured to guide consumers through an effective sales funnel.

About Michael Laps
Michael has been in marketing since he spoke his first word. Working in both advertising agencies and digital agencies taught him how to appreciate a good single malt and a nicely tailored suit. He firmly believes that Coco Pops are awesome, even as an adult. During winter, he spends his hibernation researching digital marketing trends for ideas on how to make more money than Google. No luck yet.

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