Optimisation & Web Analytics Specialist

3 weeks ago

London, United Kingdom TALENT FORTE LIMITED Full time

**CRO & Web Analytics Lead**
- London - Hybrid_

The primary purpose of the role is to evaluate and optimise the performance of the various products, features and journeys across the digital estate. Through comprehensive and robust analysis of online customer behaviour, you will influence tactical short-termdevelopment opportunities, drive on-site research and experimentation roadmap, as well as provide strategic focus that ultimately drives revenue and profit.
You will be part of the digital experience team and responsible for the end to-end management and execution of the on-site A/B test programme and roadmap to further inform customer centric and conversion-supporting change.

**Key Responsibilities**
- Adopt a range of research methods (qualitative and quantitative) to form a better understanding of customers' goals, needs and behaviours by uncovering insights through the use of on-site surveys, heatmaps, session recordings and web analytics tools
- Understand key performance metrics, analyse and interpret trends and make recommendations for innovation, experimentation and development based on data
- Use research findings and/or gather ideas from stakeholders to form strong, testable hypotheses. Write experiment plans, determine valuable metrics and design meaningful tests that add value and build internal customers' knowledge.
- Run statistically accurate experiments to identify the difference between noise in the data and a significant result. Draw robust conclusions to assist the team and the wider business with user driven feature prioritisation while balancing commercial needs
- Collaborate cross-functionally with UX designers, developers, product managers, marketing and merchandising teams to ensure a sharp experiment execution
- Coordinate workload between internal CRO development resource as well as a 3rd party CRO agency
- Utilise 3rd party agency for data analysis through-put when internal resource is limited
- Present findings in a visually compelling manner, with action-oriented recommendations that answer key business questions
- Interrogate web analytics data with the aim of making recommendations that will lead to uplifts in online conversion

**Requirements**:

- Minimum of 2+ years' experience in a related experimentation-focussed role, either agency
- or client-side
- An excellent understanding of CRO principles, methodologies and best practices
- Experience reporting and communicating test plans with key stakeholders and success/failure of optimization efforts (both inside and outside of the UX field)
- Ability to conduct analysis and form robust conclusions in a fast-paced environment
- Demonstrable hands-on experience using Adobe Analytics with a technical focus
- Knowledge of Adobe Analytics implementation practices and tagging experience
- SQL / Javascript skills (or willingness to learn) an advantage
- Knowledge of web experimentation platforms and tag management tools (ideally Adobe Target/Launch) an advantage
- Experience using qualitative and quantitative research tools (e.g. Hotjar, Medallia, Usabilla,
- WhatUsersDo, Kampyle etc.)

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