Yoghurt Digital has passed Credo's 28-point vetting system, including a personal phone call with our team. They are part of our elite network of digital marketing pros.
Yoghurt Digital is a digital marketing agency with offices in Australia and the UK, specialising in conversion optimisation (CRO), user research and user experience design (UX), search engine optimisation (SEO) and paid search / social (PPC).
We’ve built our entire agency on intimately understanding our client’s consumers and their online behaviour, balancing smart data insights and digital strategy to increase sales. With everything in the online world trackable and measurable, being “data driven” is no longer a buzz word but rather an essential lifestyle choice for us as an agency.
Quite frankly, we love data. In fact, we’re so proud to call ourselves data driven that we even turned it into our company slogan: “A love affair with data. Not opinions.”
We believe that brilliant digital work happens when cutting edge analysis and full-flavoured personality are brought together.
Big agency experience. Small agency care. Small agency hustle.
Some call this “synergy”. We call it Yoghurt.
THE CHALLENGE
Ted’s Cameras was a well-established bricks and mortar business, but their online presence didn’t match their retail footprint. The team at Ted's Cameras approached Yoghurt to cement their spot as Australia’s largest camera retailer - not just offline, but online too.
OUR SOLUTION
We started by conducting in-depth quantitative and qualitative UX research to map out the entire customer purchase journey and understand consumer behaviour. These insights led to an ongoing website optimisation strategy, including testing navigation, information architecture, content, page layouts, UX design, and new features and functionality.
Simultaneously, we used the research as a foundation for a complete rebuild of their biddable activity, overhauling the entire keyword list, ad creative, landing page selection, bidding strategy, channel selection and budget allocation. This led to an immediate impact on revenue and performance efficiencies.
Finally, we implemented a three-pronged SEO strategy. We fixed all of the technical SEO issues, launched a new content strategy, and began building their backlink profile through content partnerships, competitor link acquisition and digital PR.
THE CHALLENGE
After the launch of their new website, the the Frank Body website experienced a sizeable drop in conversion rate that affected their revenue across all channels. The Frank Body team reached out to us to develop a strategy that would allow them to dominate the coffee scrub space while growing reach across other relevant product categories.
OUR SOLUTION
After 10 weeks of UX research, we identified that the product page had a number of UX issues that were likely the root cause of the conversion drop. Based on these insights we proposed two new designs for the product page that we tested for five weeks, which increased revenue and conversion rate by 10%.
We also used the insights to completely restructure their paid campaigns, allowing us to improve efficiency, relevance and reach. We broke campaigns out into more targeted segments with relevant copy and landing pages and through a combination of testing, automation, copy and keyword updates, and knowing their customer in such depth,, we've been able to grow Frank Body's digital presence with significant improvements in both revenue and return on investment.
https://www.laserclinics.com.au
THE CHALLENGE
Laser Clinics Australia wanted to improve its eCommerce conversion rates. Laser Clinics Australia were in the midst of rebranding. They took the opportunity to align the new branding direction, but also and also improve on eCommerce conversion rates.
OUR SOLUTION
We started with User Research, combining qualitative and quantitative methods to understand where the gaps to conversions on the website were.
By carefully taking into consideration the new brand direction alongside user requirements, we crafted a new digital experience that elevated the branding and user experience.
THE CHALLENGE
Forever New brought us on board to help them through a website redesign and replatform. But with multiple project stakeholders representing their various departments, the new website had to address the needs and vision of various stakeholders without compromising on UX best practices.
OUR SOLUTION
We started with quantitative and qualitative research to understand how consumers were behaving on the website and understand their pain points and motivations. This allowed us to identify a number of trends and patterns that we turned into hypotheses for testing.
Before moving into the design stage, we tested new concepts for each major page template against the current website design to make sure our recommendations would increase conversion rate. Once we validated the new page layouts and designs, we began the new visual designs.
As a result of our process, we were able to turn a re-platform project that carries significant risk into a fantastic growth story for an Australian fashion heavyweight.
THE CHALLENGE
We were approached by Converse to improve the effectiveness of their paid search campaign. While the campaign had been running for some time, the feeling was they'd hit a plateau they couldn't seem to break through. We were tasked with finding a way to optimise the campaign and improve the return on investment.
OUR SOLUTION
The results from our initial audit indicated that we would be more effective and drive performance more rapidly by restructuring the entire account, rather than working with what was already there.
We overhauled the keyword list, broke keywords out into targeted ad groups with more relevant landing pages, optimised bids based on ROI, wrote completely new ad creative and implemented ad creative variations for A/B testing.
By creating a more detailed account structure we were able to optimise on a far more granular level, assigning budgets to areas of the account that were performing best. The impact? Instant.
THE CHALLENGE
H&R Block completes nearly a million tax returns for clients every year. That’s a lot of customers. But the country’s leading tax firm was facing a problem: Their online visibility did not match their physical footprint. We were brought on board to help them transform their digital strategy and grow their market share.
With an incredibly complex project and rapid turnaround time, we had just six weeks in which to envision, build and launch H&R Block’s new strategy just in time for their busiest period - tax time.
Luckily, our team at Yoghurt love a challenge. These were the key barriers we identified that needed attention:
- Website Design, Functionality & Content
To maximise effectiveness, the H&R Block website required a complete overhaul. From a conversion funnel perspective, we needed to develop a clear path-to-conversion for website visitors - with clear, unique selling propositions that would serve to separate the company from their competition.
- Location-Based Targeting
With almost 500 office locations around Australia, H&R Block has incredible reach across both metropolitan and rural areas. Yet the website’s structure did not allow users to easily find or book appointments at those locations. We identified that a restructure of this section with location-based targeting would have the biggest impact on visibility, traffic, conversions and, ultimately, H&R Block’s bottom line.
- Biddable Strategy
In similar fashion to the website, the AdWords campaign also needed to be reworked. In six weeks we would need to build a new strategy, account structure, keyword list, ad creative, audience targeting, bidding strategy and budget allocation.
OUR APPROACH
While our remit was strictly limited to digital channels, H&R Block had an ecosystem of existing agencies covering advertising, creative, collateral, media buying, public relations and web development - all of whom we needed to collaborate and align our strategy with.
- Website Design, Functionality & Content
Taking into account the short turnaround time, we made the decision to focus on the pages that drove the highest volumes of traffic and played the most critical roles in the customer's path-to-conversion.
As a starting point, we rebuilt the entire office locator user journey. We redesigned not only the individual page templates, but also improved the overall flow and added new functionality. We also updated popular pages such as the core ‘tax returns’ page, ‘in office’ page, ‘DIY’ page, the main navigation bar and the tax calculator. From a content perspective, we rewrote content to better fit audience interests and expectations.
We A/B tested all of our proposed designs to validate whether or not our approach would generate a meaningful performance uplift. We also tested the various new features to monitor engagement rates, and to determine if their usage had a positive correlation with conversion rates.
Once all of the tests were completed and we had successfully validated our hypothesis, we shared the new designs with the web development agency for implementation.
- Location-Based Targeting
Next, we worked closely with H&R Block’s web development agency to redesign the form and function of the entire office locator section of the website. We ensured that every office location had its own dedicated page on the website, with information on the services they offer, opening hours, how to book an appointment, and a list of local H&R Block offices.
From an SEO perspective, this transformation had an immediate impact - allowing H&R Block to rank far more strongly for location-based search terms, dramatically improving their organic visibility and driving significantly more traffic.
From a biddable perspective, we now had specific landing pages to send traffic to. Thanks to the geo-targeted and location-based campaigns we built, customers could now be sent to a relevant landing page with a clear path-to-conversion, rather than being pushed to the home page.
- Biddable Strategy
Here, our first move was to restructure the account, refining the keyword list and breaking keywords out into their own individual ad groups where needed. This gave us visibility on performance at an individual keyword level, while also allowing us to have highly targeted landing pages for each keyword.
This change increased the quality score of the entire account and gave us improvements in click-through rates, engagement rates and cost-per-click. This structure also meant we could see which keywords were underperforming at any given moment. We significantly reduced budget wastage and increased overall conversions by pausing or removing poor performing keywords immediately, and funneling spend into the top-performing keywords.
We implemented the testing of ad creative, ensuring that each ad group had three pieces of creative on rotation at all times. Given H&R Block's broad range of persona profiles, plus their respective needs and pain points, ad creative testing was vital in order to identify which unique selling propositions H&R Block were relevant to each persona. This led to impressive improvements in click-through rates across the campaigns.
Finally, thanks to our work around UX and SEO to improve location-based search results, we were able to heavily reduce the budget of the brand campaigns and let the organic search results pick up that traffic. We instead put a renewed focus on attracting new customers by increasing the budget put towards generic search terms.
https://www.clickfrenzy.com.au/
THE CHALLENGE
Click Frenzy is Australia’s biggest online shopping event. It brings together the most reputable online retailers and their exclusive offers for a 24 hour sales event, four times a year. Retailers are given a platform to advertise their best deals online to an audience of over 580,000+ unique users.
Click Frenzy wanted to improve the user experience of the website in order to help both advertisers get more sales and the end users find exactly what they’re looking for. If they could improve the website’s design and create a more seamless experience for consumers, advertisers would in turn reap the benefits, thereby making the Click Frenzy event even more successful.
The challenge was that without a solid measurement plan in place, the Click Frenzy team didn’t know where to start. It was difficult to know what was or wasn’t working, and even more importantly, what changes needed to be prioritised.
THE APPROACH
As Click Frenzy is a 24-hour event, the strategy required agility, precision and care. The approach was to collect all of the quantitative data we needed over the course of the event itself, using heat maps, scroll maps, analytics modelling and event tracking.
We combined all of the data sources together with some qualitative research we conducted after the event concluded and produced a 40+ page UX research report that included 14 actionable insights.
Our deep dive into analytics, event tracking and heat maps revealed:
- Traffic trends over a 24 hour period to identify the busiest periods
- How often users would return to the website during the 24 hour period
- Which categories had the most traffic
- Which categories had the most clicks
- Demographic data on all categories
- The average scroll point for users when they were browsing offers
- Which parts of the page received the most attention
- Which devices users were using to access the website and the differences in behaviour across each device
Here were some of our key findings (provided with permission from Click Frenzy):
- The importance of the ad format and location for advertisers. “Featured Ads” have an 18% higher click-through rate than regular ads.
- The importance of the product image. 42% of all clicks were on the image itself, not the call-to-action or product name. A clear, high quality image that sets the advertiser apart makes a big difference.
- The importance of a mobile-first website. Advertisers must have mobile-first websites or they won’t be able to close the sale during the event
- The home page is extremely valuable real estate. 20% of all click-outs occur from the home page. Advertisers who show their offers on the home page receive significantly increased exposure and traffic.
Click Frenzy implemented our recommendations based on the data and insights we collected prior to their next event, and then monitored the results to see what impact it had on click-outs from the Click Frenzy website to their advertisers. The impact was immediate, with Click Frenzy almost doubling their number of click-outs, making it their most successful event on record.
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