Purpose of the Role:
To lead and develop the conversion rate optimization strategy across the website and app, analyze user behavior, improve user experience, increase conversion rates and revenue through data-driven experimentation, collaborate with internal teams, and contribute to additional performance optimization initiatives to support sustainable business growth
Responsibilities
- Own and manage the CRO roadmap across the website and mobile application.
- Analyze user behavior using tools such as heatmaps, session recordings, funnel analysis, and cohort analysis.
- Identify friction points, usability issues, and conversion blockers across the full user journey.
- Design, plan, and execute structured A/B and multivariate tests based on clear, data-backed hypotheses.
- Define test hypotheses, success metrics, KPIs, and measurement frameworks prior to execution.
- Optimize conversion rates across key touchpoints including:
- Landing pages
- Product listing pages (PLP)
- Product detail pages (PDP)
- Checkout and payment flows
- Lead generation forms
- Collaborate closely with UX and UI teams to translate insights into design and experience improvements.
- Work with engineering and development teams to deploy experiments safely, efficiently, and with minimal risk.
- Ensure test validity, statistical significance, and data accuracy in all experiments.
- Document test results, insights, and learnings, and share findings across cross-functional teams.
- Track and report on conversion uplift, revenue impact, and overall performance improvements.
- Support and promote a culture of continuous experimentation and optimization across the organization.
- Ensure compliance with internal policies, digital guidelines, and data governance standards.
- Perform any other duties related to the nature of the role as assigned by management to support business needs and operational continuity.
Qualifications
- Proven experience in Conversion Rate Optimization, Growth, or Digital Optimization roles.
- Strong analytical mindset with hands-on experience using analytics and CRO tools.
- Solid understanding of UX principles, customer psychology, and user behavior.
- Experience running A/B and multivariate tests and interpreting results.
- Ability to work cross-functionally with product, design, marketing, and engineering teams.
- Strong documentation, reporting, and presentation skills.
- High attention to detail and data accuracy.
