Cro Specialist

Description:

The ideal candidate has a real passion for website performance, a deep understanding of what contributes to driving success, a real interest in understanding our clients’ businesses, alongside a strong understanding of CRO principles.

Key Responsibilities

Conduct Comprehensive CRO Audits: Perform thorough audits of client websites and digital assets, identifying barriers to conversion, such as navigation, content gaps, and design flaws. Assess usability, site speed, mobile responsiveness, and overall user experience to pinpoint key areas for improvement.

Develop Data-Driven Testing Strategies: Based on research and insights, design and plan A/B, multivariate, and split testing strategies aimed at improving conversion rates. Collaborate with stakeholders to establish goals, hypotheses, and KPIs for each test to ensure meaningful and measurable outcomes.

Analyse User Behaviour and Engagement Metrics: Utilise a range of tools, including Google Analytics, Clarity, Hotjar, and VWO, to gather detailed insights into user behaviour. Conduct heatmap and session recording analysis to understand user interactions, pain points, and navigation patterns, using this data to make informed recommendations.

Create and Present Test Hypotheses: Work closely with clients and internal teams to communicate the purpose and goals of each test. Outline clear and compelling hypotheses for each experiment, ensuring alignment on objectives, expected outcomes, and performance metrics.

Collaborate with Cross-Functional Teams: Engage with UX designers, developers, content creators, SEOs and other digital marketing specialists across the team to implement CRO strategies that are cohesive with overall digital marketing efforts. Ensure that test variations are effectively deployed and that designs align with brand standards.

Implement Testing Solutions: Manage the technical setup and implementation of testing variations, collaborating with the development team where necessary. Monitor test setups to ensure proper functioning, troubleshoot issues, and make adjustments as needed to maintain test accuracy and validity.

Analyse and Report Test Outcomes: After each test, evaluate results using statistical analysis to determine significance and impact on conversion rates. Prepare detailed reports, showcasing performance metrics, insights, and actionable recommendations for future optimisation.

Provide Clear, Data-Backed Recommendations: Translate findings into clear, actionable insights and recommendations for clients, explaining how proposed changes can impact conversions and user experience. Tailor insights to suit client objectives and present ideas in a way that aligns with their business goals. Confidently present these back to clients in meetings.

Monitor and Optimise for Continuous Improvement: Consistently review and evaluate test performance, learning from both successful and underperforming experiments. Develop an optimisation roadmap for each client, incorporating continuous learning and evolving strategies to drive improvements over time.

Stay Informed on CRO and UX Best Practices: Keep up to date with industry trends, emerging CRO tools, and best practices to bring fresh, innovative ideas to client projects. Attend workshops, webinars, and industry events to stay current with evolving CRO methodologies and tools.

Manage Client Relationships and Expectations: Act as a CRO advisor to clients, fostering strong, trustworthy relationships by regularly communicating progress, test results, and strategic recommendations. Adjust and refine strategies in response to client feedback and evolving market demands.

Contribute to CRO Knowledge and Learning: Share knowledge and insights with the wider team, participating in training sessions and contributing to case studies and internal documentation. Mentor junior team members where appropriate, fostering a culture of data-driven optimisation across the agency.

Participate in key agency pitches & client accounts: Take part in key new business pitches where CRO offers a positive solution to client needs. Support wider teams on key client accounts with your expertise when called upon.

Skills & Experience

Proven Experience in CRO and Digital Marketing: Significant experience in a CRO role within an agency or client-side digital marketing environment, with a proven track record of delivering measurable improvements to conversion rates and user experience. Demonstrable experience in developing, managing, and reporting on CRO strategies for a range of clients and industries is highly valued.

Advanced Proficiency with CRO and Analytics Tools: Deep understanding of tools such as Google Analytics, Clarity, Hotjar, Optimizely, VWO, Crazy Egg, and Google Tag Manager (or equivalents). Ability to set up advanced tracking, funnels, goals, and other metrics to gain valuable insights into user behaviour. Experience with using heatmaps, session recordings, and user surveys to complement data-driven CRO strategies.

Strong Data Analysis Skills: Excellent analytical skills, with the ability to interpret complex data sets and extract actionable insights. Proficient in statistical methods used in CRO, including significance testing and multivariate analysis. More advanced knowledge of data analysis tools for manipulating and interpreting test results is beneficial.

Expertise in Designing and Running A/B and Multivariate Tests: Experience in designing rigorous A/B and multivariate tests, with a solid understanding of test methodology, statistical significance, and the factors that influence accurate test results. Familiarity with test prioritisation frameworks like ICE (Impact, Confidence, Ease) or PXL (Potential, Importance, Ease) - or equivalents - to ensure tests are selected and implemented effectively.

Understanding of UX and User-Centred Design Principles: Strong understanding of user experience (UX) principles, including usability, accessibility, and responsive design. Ability to assess and make recommendations based on UX best practices, ensuring that optimisation suggestions enhance usability and user engagement across devices and platforms whilst also taking into consideration the wider marketing mix.

Basic Knowledge of HTML, CSS, and JavaScript: Familiarity with front-end development basics is beneficial for implementing tests, troubleshooting issues, and communicating effectively with development teams. While not essential, the ability to make minor code adjustments can enhance efficiency and accuracy in test execution.

Strategic Thinking with a Results-Driven Approach: Strong problem-solving and critical-thinking skills, with the ability to devise strategic optimisation plans that align with business goals. A proactive, results-focused mindset to maximise the impact of CRO efforts and demonstrate clear ROI to clients.