Role Overview

As our CRO Strategist, you will be the primary owner of the “Why” behind our user behavior. You won’t just report that a page is underperforming; you will diagnose the friction using heat maps, session recordings, and psychological principles to propose and test high-impact solutions. Your goal is to transform passive visitors into active customers by relentlessly optimizing the user journey.

Key Responsibilities

1. Performance Diagnostics (The “What”)

Metric Monitoring: Daily auditing of landing page conversion rates, bounce rates, and micro-conversions using Google Analytics 4 (GA4) or similar platforms.
Funnel Mapping: Identifying high-drop-off points in the user journey where the commercial value is leaking.

2. Behavioral Analysis (The “Why”)

Qualitative Auditing: Using tools like Hotjar to analyze heat maps, click maps, and scroll depth.
Session Reconstruction: Watching user recordings to identify specific “rage clicks,” navigation loops, or mobile responsiveness bugs.
Heuristic Evaluation: Performing expert walkthroughs based on usability principles (Clarity, Friction, Anxiety, and Distraction).

3. Hypothesis & Strategy (The “How”)

Testing Roadmap: Developing a prioritized backlog of A/B and multivariate tests.
Wireframing & Copy: Proposing specific changes to UI/UX layouts and CTA messaging. You will collaborate with designers to ensure “low-friction” designs.
Psychological Triggers: Applying principles of social proof, scarcity, and cognitive load reduction to landing page structures.

4. Execution & Documentation

Experiment Management: Setting up and launching tests using Optimizely, VWO, or Convert.
Post-Test Analysis: Reporting not just on “Win/Loss,” but on the long-term insights gained about our audience’s preferences.

Required Skills & Qualifications

Experience: 3–5 years in Digital Marketing, UX Research, or Data Analytics.
Data Literacy: Deep comfort with quantitative data (Excel/SQL) and qualitative tools (Heat maps).
Design Intuition: Ability to create low-fidelity wireframes that solve conversion problems without sacrificing brand integrity.
Tooling Expertise: Proficiency in the “CRO Tech Stack”:
- Analytics: GA4, Adobe Analytics.
- Behavioral: Hotjar, Lucky Orange, Clarity.
- Testing: Optimizely, Visual Website Optimizer (VWO), Google Optimize alternatives.
Copywriting Basics: Understanding how a headline change can impact a human’s decision-making process.

Key Performance Indicators (KPIs)

Primary: Improvement in Landing Page Conversion Rate (CVR).
Secondary: Reduction in Bounce Rate and Cost Per Acquisition (CPA).
Velocity: Number of validated experiments run per quarter.

CRO Strategist