Digital Conversion Rate Optimisation Specialist

1 week ago

Worcester, Worcestershire, United Kingdom Halfords Full time

As a key member of the Halfords eCommerce team, the Digital Conversion Rate Optimisation Specialist will be responsible for defining and implementing the conversion rate optimisation strategy and vision for Halfords digital across products and services.

The role will involve driving conversion, customer engagement, and decreasing bounce and exit rates across devices. This will be achieved by working closely with all functions within the Digital & Customer, Analytics, Store Opps, Marketing, Trading, Autocentre & HME teams to ensure that the CRO opportunity is maximised.

The successful candidate will have a strong analytical skillset, with in-depth knowledge of Google Analytics, UA & GA4, and experience in defining and delivering initiatives to improve conversion. They will also have a deep understanding of key elements that impact conversation, customer journey management, website personalisation, online merchandising, A/B and multi testing, customer segmentation, basket abandonment analysis, competitors benchmarking, etc.

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

Key Responsibilities:

  • In alignment with the Digital Strategy 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)

Skills & Experience Required:

  • 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 . 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

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