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Conversion Rate Optimisation Specialist

2 months ago


West Midlands Combined Authority, United Kingdom Halfords Group PLC Full time

Job Summary:

The Digital Conversion Rate Optimisation Analyst will be responsible for defining and implementing the conversion rate optimisation strategy and vision for Halfords digital across halfords.com.

Key Responsibilities:

  • Define the FY CRO objectives and strategy to drive conversion
  • Identify and drive the implementation of initiatives to continually increase conversion rate, attachment rates and average basket value, whilst driving down exit and bounce rates across all devices
  • Maintain the eCommerce team focus on optimisation activities which are linked to key objective of conversation rate improvement, removing obstacles to achieve this
  • Ensure that all Group Digital business decisions are based on data analysis insights and drive value for the customer
  • Remain up to date with latest tools and best practices in conversion rate optimisation
  • Form a strong working relationship with the Head of Data Analytics as all conversion decisions should be based on data insights
  • Work closely with the Merchandising and Optimisation teams to ensure that the right content is in place to drive conversion
  • Identify and bring in the required skills and experience to manage the development of the conversion
  • Remain aware of status of objectives and key issues across the teams to inform where additional focus or attention is required to help improve performance
  • Provide regular updates to the digital leadership team and key business stakeholders on new initiatives, data insights and key results
  • Ensure best possible service is provided remaining up to date with new thinking, good practices and trends
  • Build a network of trusted partners and suppliers, using them to provide insight and support as needed to help develop the digital marketing activities
  • Manage partners/suppliers that are providing a service to ensure it delivers against expectations
  • Manage contracts with partners/suppliers including contract renewal/negotiations and provision of additional value add services and advice

Requirements:

  • Strong analytical skills, awareness of key technologies and tools used for Data analysis
  • In depth knowledge of GA, UA & GA4 (and GA4 migration)
  • Ideally the ability to write SQL
  • Experienced leader: experience in defining and delivering initiatives to improve conversion
  • Deep understanding and experience of key elements that impact conversation e.g. customer journey management, website Personalisation, online merchandising, A/B and multi testing, customer segmentation, basket abandonment analysis, competitors benchmarking, etc.
  • Strong business acumen and good level of commercial awareness
  • Very good stakeholder management and communication skills
  • Able to inspire and influence teams and senior management alike
  • Good delegation and coaching skills – highly comfortable in empowering individuals and development teams
  • Act quickly and decisively using good judgement in making decisions and performing actions
  • Good at building business relationships internally and externally with partners and suppliers
  • Driven and motivated to create a high performing CRO team that adapts, develops and grows through continuous feedback and improvement
  • Ideally had some exposure to Offline Marketing

Working Arrangements:

This role will require the post holder to work from the Halfords Support Centre c. 2 days per week.