Conversion Rate Optimisation Manager
Role overview:
1. Facilitate improvements in conversion rate across all the digital channels.
2. Maximise data to drive improvements to customer & commercial KPIs.
3. Develop and implement a conversion roadmap to achieve these goals
Responsibilities:
4. Implement & influence a conversion optimisation roadmap across all digital channels to maximise performance
5. Drive a test-and-learn programme using appropriate testing tools to ensure measurable results
6. Analyse and work with digital marketing colleagues to optimise marketing channel conversion
7. Utilise/facilitate a comprehensive customer research programme (usability labs, on-site surveys, post-purchase experience surveys) to drive hypotheses into the experimentation roadmap
8. Utilise (& influence) a comprehensive suite of reports detailing operational & customer KPIs.
9. Continuously review & enhance the insight/analytics around digital channel performance
10. Identify, report on and work with trading teams and developers to fix issues affecting conversion rate using the below areas: Conversion, sessions, transactions, cart to completion, add to cart, IPOFascia, device, funnel
11. Take ownership of the conversion funnel, identifying areas of improvement and implementing changes
12. Manage and develop customer segmentations from the customer data and insight that we have. Use these to enable more effective multi-channel marketing and targeting.
13. Develop strong relationships with suppliers and partners to ensure effective delivery of services to the business and department. Work quickly to resolve any issues before they impact upon performance.
14. Identify, manage and mitigate risks to multi-channel performance. Ensure that potential risks to service, sales and profits are quickly identified and mitigation plans put in place before they impact upon business performance.
15. Take line management duties for the specialist roles in the team, providing guidance and mentorship for those looking to execute the broader roadmap
Role Objectives and KPI’s:
16. Volume of EXPs across all fascia
17. EXP Success rate
18. Revenue Impact
19. OPD
20. Insight-to-Outcome
21. Conversion Rate %
Skills and Experience:
22. Experience optimising the day-to-day performance of Conversion Optimisation teams
23. Thorough understanding of CRO processes and practices, and end-to-end experimentation strategy
24. Ability to showcase a portfolio of results, proven processes and best-in-class experimentation
25. Proficiency with analytical tools and quantitative testing platforms
26. Ability to delegate effectively to ensure CRO deliverables are provided in a timely manner
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