CRO Manager

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Conversion Rate Optimisation Manager Role overview:

• Facilitate improvements in conversion rate across all the digital channels.
• Maximise data to drive improvements to customer & commercial KPIs.
• Develop and implement a conversion roadmap to achieve these goals

Responsibilities:

• Implement & influence a conversion optimisation roadmap across all digital channels to maximise performance
• Drive a test-and-learn programme using appropriate testing tools to ensure measurable results
• Analyse and work with digital marketing colleagues to optimise marketing channel conversion
• Utilise/facilitate a comprehensive customer research programme (usability labs, on-site surveys, post-purchase experience surveys) to drive hypotheses into the experimentation roadmap
• Utilise (& influence) a comprehensive suite of reports detailing operational & customer KPIs.
• Continuously review & enhance the insight/analytics around digital channel performance
• 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, IPO
  • Fascia, device, funnel
• Take ownership of the conversion funnel, identifying areas of improvement and implementing changes
• 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.
• 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.
• 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.
• 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:

• Volume of EXPs across all fascia
• EXP Success rate
• Revenue Impact
• OPD
• Insight-to-Outcome
• Conversion Rate %

Skills and Experience:

• Experience optimising the day-to-day performance of Conversion Optimisation teams
• Thorough understanding of CRO processes and practices, and end-to-end experimentation strategy
• Ability to showcase a portfolio of results, proven processes and best-in-class experimentation
• Proficiency with analytical tools and quantitative testing platforms
• Ability to delegate effectively to ensure CRO deliverables are provided in a timely manner

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