AMF MagneticsInstant Attraction
Helping Australia’s largest magnet store create a digital strategy with irresistible pull
AMF Magnetics is Australia's largest supplier of magnets, magnetic products, magnetic equipment and tools, as well as carrying the largest stock range of magnets in the country.
In addition to magnets and magnetic products, their exclusive supply partnerships with a number of China's leading magnet producers allow them to produce large and small lots of custom-made magnets in the shortest time possible.
The team at AMF Magnetics approached Yoghurt Digital to help them set proper foundations in Australia, with a view to using that as a springboard for global expansion - starting with New Zealand and the US. They knew they had done well to get where they were, but needed more guidance and expertise to hit their aggressive targets.
Traditionally, AMF Magnetics attempted to do everything in-house before looking for any external help. They had a strong team, but they were very implementation focused. The starting point was creating a broader digital strategy.
The Yoghurt Digital team started by auditing their entire business - everything from their SEO setup, to their paid campaigns, to the user experience and design of their website. We even consulted on the structure of their internal team and the types of roles they’d need in the future to accelerate their growth trajectory.
From our findings, it was clear that there were two areas of opportunity: their biddable campaigns and the website’s UX. The lowest hanging fruit was their Google Ads campaign, which is where we started. We completely restructured the account based on a new paid media strategy, giving more attention to the categories and products that were most important to AMF Magnetics. In the first five months of the campaign, we delivered four record months.
Simultaneously, we went through a detailed conversion optimisation research process to identify the pain points, motivations, and language of their core customer base. We then used those insights to test a new navigation structure, which was a real sticking point amongst prospective customers. The A/B test was a huge success, leading a significant uplift in conversion rate. We continued to consult on the website’s UX and saw consistent uplift in conversion rates as our relationship with the AMF Magnetics team continued.
We’ve been working with their team for several years now, and they continue to push and hit new heights thanks to a strong working relationship and continuous, effective collaboration between our teams.
We've been working with Yoghurt for more than 4 years, and over this time they have proven crucial to our digital marketing strategy and business' growth. More recently, the UX research they conducted was a great learning experience for us to understand customer behaviour and to improve their digital experience. They also optimised our Google Ads campaign, and were the first agency we've worked with to deliver excellent results – we highly recommend the Yoghurt Digital team as your digital strategists!