Conversion Optimisation



Learn the fundamentals of creating an effective marketing plan as the basis of marketing practice and strategy.


Increasing a company’s customer orientation through better understanding of customer’s online behaviour


Effectiveness of digital marketing tactics and evidence-based understanding of customer behavioural patterns


Optimising digital marketing strategies by taking personal opinions out of the discussion and using data to drive decision-making


Extracting meaningful insights and build actionable strategies that will dominate the competition

Course Overview

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 to optimise landing pages or deciding on website redesigns and rebuilds. In today’s interconnected world, it is data 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.


Who is this course for?


Business owners, freelancers and individuals looking for better engagement and results from their marketing efforts, needing a clear, easy to action approach.



Agency teams ready to deeply understand the drivers and influencers of successful marketing campaigns and wanting to stand out with expertise that outperforms the competition.

Marketing Professionals

Marketing professionals wanting to increase ROI and demonstrate advanced knowledge of strategic planning.


Course Details

Time and dates

12:30pm – 4pm, Thursday 27 May, 2021


Special rates for Members – From $330


Virtual Classroom (Online)

AMI Member Value

This course qualifies for 4 hours of professional development under the AMI’s Certified Practising Marketer program.


Conversion Optimisation – Key Benefits

Michael will take you through the latest tools and techniques brands are using to intimately understand their customers and their online behaviour, and share how to balance smart data insights and inspired strategy to drive competitive marketing strategies.


Michael Laps

Michael Laps is one of the co-founders of Yoghurt Digital, a digital marketing agency specialising in user behaviour research, customer data analysis and all things search. His role encompasses designing, developing and implementing digital strategies for the agency’s clients, as well as generating new business.

With a background in client services at both traditional advertising and digital agencies, Michael has been privileged to work on the digital campaigns for household names like ANZ Bank, QBE Insurance, H&R Block, Converse, Seafolly and Forever New. Michael is also a guest-lecturer at the University of NSW and was recently named the winner of the Australian Marketing Institute’s “Future Marketing Leader” award.

Get in touch

Location: Level 1, 21 Chandos Street, St Leonards, NSW

Telephone: (02) 8256 1653


Office Hours: M-F: 9am – 5pm