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CRO Manager

1 month ago

Bury Greater Manchester, United Kingdom Naylor's Equestrian Llp Full time

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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