Conversion Rate Optimisation (CRO) Specialist

Function: Growth

Experience: 3–6 Years

Why this role exists

We have demand. We have traffic. We have products that work.

What we are solving now is efficiency of growth.

Every drop-off in the funnel is lost revenue.
Every unclear message is a missed conversion.

This role exists to systematically increase how much value we extract from every visitor.

What you will own

This is not a support function. This is a revenue function.

You will own:

• Website Conversion Rate (CVR)
• Landing Page Performance
• Add-to-Cart Rate
• Checkout Completion Rate
• Revenue per Visitor (RPV)
• Funnel Drop-offs and Leak Points

Your work should directly reflect in top-line revenue growth without increasing ad spend.
Scope of Work

1. Funnel Analysis and Problem Identification

• Map the complete user journey across:
  • Paid Ads → Landing Pages → PDP → Cart → Checkout
• Identify friction points across each stage
• Diagnose behavioural drop-offs using:
  • GA4 / Mixpanel
  • Heatmaps (Hotjar / Clarity)
  • Session recordings
• Move beyond surface-level metrics and identify root causes

 

2. Experimentation and A/B Testing

• Build a structured experimentation roadmap
• Form strong hypotheses based on data and behavioural insights
• Execute A/B and multivariate tests across:
  • Landing pages
  • Product pages
  • Checkout flows
• Focus on high-impact experiments, not volume
• Track statistical significance and business impact

 

3. Landing Page and PDP Optimisation

• Improve clarity, trust, and conversion intent
• Optimise:
  • Headlines and messaging
  • Visual hierarchy
  • Social proof and trust signals
  • Product education
• Align landing pages with acquisition channels (Meta, Google, etc.)

 

4. Checkout and Conversion Flow Optimisation

• Reduce cart abandonment
• Improve checkout UX and flow
• Optimise:
  • Form fields
  • Payment success rates
  • COD vs prepaid behaviour
  • Trust and urgency elements
• Work on improving post-add-to-cart conversion

 

5. Data-Driven Decision Making

• Build dashboards for funnel tracking and performance monitoring
• Analyse cohorts and behaviour patterns
• Identify quick wins vs long-term improvements
• Translate insights into clear action items

 

6. Cross-Functional Collaboration

• Work with:
  • Performance Marketing for traffic-quality alignment
  • Design for UX and visual improvements
  • Tech for implementation and testing
  • Retention team for post-purchase optimisation
• Ensure fast execution cycles and continuous iteration

 

Key Metrics You Will Be Responsible For

• Conversion Rate (CVR)
• Add-to-Cart Rate
• Cart-to-Checkout Rate
• Checkout Completion Rate
• Average Order Value (AOV)
• Revenue per Visitor (RPV)
• Bounce Rate and Session Depth

 

Required Skills and Experience

• 3–6 years in CRO, Growth, or Performance Marketing
• Proven track record of improving conversion metrics in a measurable way
• Strong understanding of consumer psychology and decision-making online
• Hands-on experience with:
  • A/B testing tools (VWO, Optimizely, etc.)
  • Analytics platforms (GA4, Mixpanel)
  • Behaviour tracking tools (Hotjar, Clarity)
• Ability to connect data with user behaviour and business impact
• High ownership and bias for execution

 

Good to Have

• Experience in D2C or e-commerce (especially health, wellness, or supplements)
• Familiarity with Shopify ecosystem
• Understanding of retention channels (Email, WhatsApp, SMS)
• Basic HTML/CSS for faster experimentation

 

What success looks like (First 3–6 Months)

• Clear identification of major funnel leakages
• Execution of high-impact experiments with measurable uplift
• Improvement in overall conversion rate by 15–30%
• Increase in revenue per visitor
• Establishment of a structured CRO experimentation pipeline

How we evaluate this role

We are not looking for someone who reports metrics.
We are looking for someone who moves them.

You will be evaluated on:

• Quality of insights
• Speed of execution
• Measurable improvement in conversion and revenue

Who should not apply

• If your work is limited to reporting dashboards
• If you rely on instructions instead of identifying problems
• If you optimise for activity instead of outcomes

Who will thrive here

• Someone obsessed with user behaviour
• Someone who questions every drop-off
• Someone who enjoys solving problems that directly impact revenue

Why this role matters

This is one of the highest leverage roles in the company.

• You influence every user who lands on our platform
• You directly impact revenue without increasing cost
• You help build a scalable growth engine