DAY #1 SHADOWING BEHAVIOURAL SCIENCE AND DATA ANALYSIS
On the first day, I was given a tour of the office and met the team, a close-knit group of people working together in an environment where different job roles interconnect. We discussed the clients and what they hope to achieve through their work with the company. An example of this was data analysis, which incorporated behavioural science to identify the problem, understand why it is happening, and determine potential solutions for the client. I found that behavioural science is a mix of psychology and economics, helping to understand what motivates the target audience and why they might choose to buy certain products.
DAY #2 SHADOWING SEO AND GROWTH
On the second day, I spent half of the day shadowing the SEO team. I observed the actions businesses take to ensure they stay on the first page of search results through on-page SEO techniques. This includes utilising website architecture to create a clear path for users, offering multiple ways for users to reach the page where they can take the desired action.
I learned that 80% of people never scroll past the first page of Google, which highlights the importance of ensuring that the company appears on the first page by targeting the right keywords. I also learned about the AIDA sales funnel (Awareness, Interest, Desire, and Action), which incorporates behavioural science.
I was tasked with accessing a page on a client's website and suggesting changes to make it more appealing to readers. I then created a draft of the page using a provided template. After that, I worked on a GMV listing for the client, making changes to incorporate storytelling techniques and make the content more persuasive.
DAY #3 SHADOWING BEHAVIOURAL SCIENCE
On the third day, I spent the day with a member of the behavioural science team, conducting research on the psychology behind how people behave on websites and apps. I read numerous articles and examined experiments related to various behavioural nudges. The most interesting nudge I learned about was the IKEA effect. This explains why people are willing to pay more for products they have put more effort into, as they achieve a sense of accomplishment, which, to them, makes the product worth the price. The IKEA effect taps into the psychological need to feel competent, and it is applied to customised products or products that require assembly. These products are priced higher than material costs because the user is not only buying the product but also the satisfaction of having made it themselves.
I also attended a team meeting, where the team discussed the various projects they were working on, the goals they needed to achieve, and the actions different teams needed to take to accomplish those goals. I also worked on email marketing, drafting emails for a current project, using the nudges I had learned earlier. Additionally, I conducted research on gamification and explored why people value games and the achievements they offer.
DAY #4 PERFORMING PAID MEDIA TASKS
On the fourth day, I spent the day performing paid media tasks for my chosen client. I set negative keywords (terms the client should not appear for in search results) and wrote ad copy for Google Ads, using the behavioural nudges I had learned the previous day. I also analysed competitors' ads and compared them with the client's ads, suggesting actions to improve the client’s performance in comparison. It was fascinating to see how different companies approach self-promotion and the factors that influence the success of their ads.
OVERALL EXPERIENCE
Overall, it was a genuinely eye-opening experience. I had never really thought about the reasons behind my actions on websites and apps. Now, I am more cautious of certain features (such as addiction to gamified experiences) but also appreciate the effort that goes into creating these digital environments whenever I see an ad. I developed a better ability to conduct research and apply the knowledge I gained to other tasks.
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