Data is the heartbeat of modern marketing. In its most distilled form data is the voice of your customers. Yet data is rarely used when trying to answer common dilemmas such as how to increase conversion rates, how optimise landing pages or deciding on website redesigns and rebuilds. In today’s interconnected world it is this data, opinions that should be dictating marketing strategy.
This Workshop is designed for digital marketers, all-rounders, and e-commerce specialists wanting to learn how to truly understand their customer’s behaviour online and how to leverage that data to engage customers and profit their brand.
Topics Covered
- Learn the tools and techniques to collect critical data about how your customers behave on your website.
- Learn how to analyse your data and discover powerful insights to turn more website visitors into customers.
- Learn how to build an effective A/B testing and website optimisation program to improve UX and increase conversions.
- Learn how to save time, money and resources by making the right decision between redesigning / replatforming your website and optimising what you have.
- Learn how to reduce the risk of a website redesign / replatform project by using CRO research to inform decision making.
- Learn how to leverage insights from CRO research to optimise all of your digital channels and drive performance.
- Learn how to leverage insights from CRO research to get your internal teams and agencies to make data-driven business decisions and work collaboratively
Facilitator
Michael Laps
Founder of Laps Ventures
Michael is a born strategist with over 15 years of experience working with senior leadership teams, executives and entrepreneurs drive revenue for their companies.
An award-winning marketer, in 2014 Michael founded what became one of Australia’s premier independent digital agencies, Yoghurt Digital. By the time he exited in mid-2022, Yoghurt had a team of 35 across Australia, New Zealand and the UK, and had worked with household names like ANZ Bank, H&R Block, P&O Cruises, Converse, the NRL and many more.
Since then, Michael has launched a growth advisory. His focus specialty is building effective marketing strategies in parallel with strong operational capabilities to deliver not just growth – but scale.
In his spare time, Michael is a Non-Executive Director at both Marriott Support Services and Family Life, a guest lecturer at Macquarie University and UNSW, and a trainer at Australia’s peak marketing body, the Australian Marketing Institute.
*This course qualifies for 7 PMP points under the AMI’s Certified Practising Marketer program.
