Conversion Rate Optimisation

Company Description

Infinity Energy Organisation is a trusted leader in sustainable energy solutions, committed to building a greener future. We offer a wide range of services, helping individuals and businesses significantly reduce their carbon footprint. Our team of certified professionals offers expert consultancy alongside cutting-edge technologies, energy-efficient products, and training hubs. We deliver tailored solutions designed to enhance the comfort of your home or business while significantly reducing energy costs. 

Role Description

The CRO Manager is responsible for maximising the value of all digital traffic across Infinity's websites and campaigns. Reporting directly to the Marketing Manager, this role acts as both a strategic advisor and a hands-on implementer — identifying opportunities, running tests, and personally applying enhancements to drive measurable increases in conversions, sales, and customer engagement. The CRO Manager must be able to make required website enhancements independently, not just recommend them, ensuring the skill set exists to directly influence and optimise conversion performance.

Reporting to:

• Marketing Manager

Core Responsibilities:

1. Conversion Strategy

• Develop and maintain a CRO roadmap aligned with Infinity's commercial and marketing goals.

• Advise the Marketing Manager on opportunities to increase lead quality, sales conversions, and referral performance.

• Translate analytics and behavioural data into practical recommendations and real-world improvements.

2.  Research & Analysis

• Analyse funnels, landing pages, product pages, and checkout flows using analytics and heat-maps.

• Identify drop-off points and barriers to conversion.

• Benchmark against competitor sites and industry best practices.

3. Testing, Implementation & Enhancement

• Design, run, and analyse A/B and multivariate tests across websites, landing pages, and forms.

• Optimise page layouts, copy, CTAs, and checkout processes to reduce bounce and abandonment.

• Personally implement website enhancements and conversion improvements within relevant platforms (Shopify, WordPress, WooCommerce, etc.) rather than relying solely on recommendations.

• Collaborate with developers/designers on complex technical changes, but maintain direct responsibility for executing quick wins and priority adjustments.

4.Reporting & Insights

• Deliver clear weekly/monthly reports to the Marketing Manager, highlighting improvements, test outcomes, and next steps.

• Forecast conversion impact on revenue and lead acquisition.

• Maintain clear documentation of tests, hypotheses, and results.

5. Collaboration & Enablement

• Partner closely with the marketing team to ensure ad traffic converts effectively.

• Provide guidance to content, design, and development teams on best-practice optimisation.

• Act as an internal advocate for a test-and-learn culture across all digital activity.

Skills and Experience

• Demonstrable experience in conversion optimisation, CRO, or digital growth roles.

• Strong understanding of UX/UI, customer behaviour psychology, and digital funnel optimisation.

• Skilled in analytics platforms (Google Analytics 4, Tag Manager, Looker Studio).

• Experience with A/B testing tools (Optimizely, VWO, Google Optimize, etc.).

• Ability to balance strategic advice with hands-on delivery.

• Commercial mindset with focus on measurable ROI.

Success in the Role Looks Like

• Tangible increase in conversion rates across key Infinity websites.

• Reduced CPA (cost per acquisition) and improved ROAS (return on ad spend).

• Documented test-and-learn culture with repeatable wins.

• Marketing Manager and leadership team have clear visibility of conversion performance and growth impact.