A day in the life of a digital strategy assistant
Every day at Clicky Media is different and working as the Digital Strategy Assistant is no exception. I have been here now for just over two months and just in that space of time, I can’t express more how much I have learnt.
My role and workload on a day-to-day basis involves; supporting the Strategy & Insights Manager and Executive on Discoveries for clients throughout the month, and working with the marketing and web teams at Clicky, collaborating on ideas for various clients.
As this is my first role directly related with digital strategy and conversion rate optimisation (CRO), I also spend a lot of time learning and training about all the areas of Strategy and Insight techniques to then apply it to my work and find ways to improve the digital strategies and online offerings for clients.
Discovery and Consultancy
Discovery projects are all-inclusive research reports undertaken by our team. This ranges from UX, design audits and technical SEO audits and keyword research, through to bespoke marketing strategies and the planning and restructuring of new website builds. Our core aim is to provide a broad scope of insight and analysis of multiple data sources to develop a full understanding of a brands’ audience and their customers’ behaviour online.
A lot of the work we do involves team collaboration with every department here at Clicky including; PPC, SEO, Design and Web and this is what I love about working at Clicky. If there is ever a problem, the problem is quickly shared and collectively solved with 100% effort from every member of the team.
Heatmaps and Scrollmaps
As an agency, we use so many different intelligent tools to collect data and analyse a website’s performance, but one that I have chosen to talk about here in more detail, is a tool we use for heatmaps, Crazy Egg.
Just to explain what a heat map is, it is a visual representation of how website users interact on a web page. CrazyEgg is particularly favoured by the Strategy & Insights team when conducting CRO analysis as it helps us identify potential opportunities to optimise.
Beyond this, Crazy Egg also allows us to filter and segment data by a number of different dimensions, so if we wanted to see how people on mobile behave differently to those on desktop or tablet, we can. The heatmaps are used in various forms of analytics but are most commonly used to show user behaviours on specific web pages. The colour-coded data shows where users have clicked and how far they have scrolled down a page through the analysis of the scrollmap.
I have included a screenshot below of the heatmap we have been tracking on the new Clicky website that recently launched.
Other than looking very intriguing and colourful, heat maps have so many benefits! They provide metrics that we can pick out and analyse to show which pages users are visiting. They are more visual than standard analytics reports which can, therefore, make them so much easier to analyse at a glance and this makes them more accessible and valuable to a client.
Additionally, scrollmaps show which part of the content on a page is the most engaging and therefore how far down page users are reading or spending time on. For example, if we were to track a blog page, and the scroll map showed us that the majority of the time is spent at the start of the article and very little towards the end, then it might be that we recommend the blogger to focus on making blog posts shorter or making them more engaging with imagery etc.
People expect more from websites
In terms of CRO and Discovery, the fact that more and more people are making purchases online means that they also expect more from a website, how it fast performs and functions. This is where CRO is so valuable as it offers deeper insight into how our customers behave online.
CRO testing basically helps us to measure and understand the user journey and how users are behaving and navigating throughout the website. It puts us in the customer’s shoes, and instead of spending a large price on other services, you can potentially increase your revenue by making a few small cost-effective changes. One example would be changing a button or the language used on your site.
My time so far at Clicky (nearly 3 months, where has the time gone!) has been completely different to any company I have ever worked with. The collaboration between the team on projects is something that the brand thrives off and is what provides the success stories behind each client project. You learn something new every day here at Clicky, whether it be from working on a client project or learning from each other as a team.