Senior CRO Analyst

Company description

Senior CRO Analyst

Full Time/Permanent

Salary: £45,000 - £55,000 plus benefits

Location: London (flexible working)

This is the job

As our Senior CRO Analyst you will be responsible for measuring and managing the day-to-day funnel performance and leading the incremental optimisation programme for the AA’s digital customer experiences across both the website and the mobile app.

This role supports the adoption of CRO across the AA, including sharing learnings and best practice across teams. A key aim is to leverage CRO and data to drive improvements.

In this role, you will work closely with the Product Owners, scrum teams (including design, editorial, development), the Digital Analytics team, the wider Road Acquisition team and the AA’s external agencies.

What will I be doing?

* Gather and generate ideas and concepts for CRO activity using a data-driven approach.

* Manage split-tests from hypothesis, design, brief, sign-off, and results, into development.

* Compile data on each CRO test and present these findings to key stakeholders. If successful, transition CRO tests into BAU site functionality; and if unsuccessful, provide recommendations for further testing.

* Carry out data and funnel analysis, including analysing the journey for abandonments and exits, to better understand the key pain points for customers.

* Assess and monitor site changes that will have an impact on conversion rate, providing expert advice to key stakeholders.

* Utilise user experience tools to compile a complete picture on user behaviour and substantiate behaviour presented in the data.

* Help manage the relationship between The AA and the chosen CRO tool provider, escalating any technical questions to the relevant contacts to ensure test development moves at pace; and communicating updates to internal stakeholders.

* Attend internal meetings and input into campaign planning, website changes and other decisions to maximise the performance of the online sales journeys.

* Investigate issues arising in the sales journey and produce analysis on trading changes or user behaviour trends.

* Act as the technical expert on how site design, functionality and the presentation of products and offers can impact conversion rates, ATV and other core metrics.

* Keep up to date with industry developments, best practice, consumer experience research and new technologies.

What do I need?

Capability, Knowledge and Experience:

* Conversion Rate Optimisation Methodologies knowledge (CRO)

* Demonstrable web analytics experience (Google Analytics/GA360).

* Experience carrying out CRO activities in collaboration with digital, product and UX teams, within a scrum-led environment.

* Understanding of website technologies and an awareness of website development and coding

* Hands on experience of working with CRO tools with an understanding of building, QA testing and data collection/methodology.

* Experience of session capture technology, including assessing sessions and running reports to identify issues or opportunities.

* Experience in multivariate testing processes and providers

* Knowledge and experience with Google technologies and tools such as Google Analytics and Firebase (desired)

* Experience of Sitecore (desired)

* Experience of Agile Scrum and the tools Jira and Confluence (desired)

Personal Characteristics:

* Strong interpersonal skills with the ability to build strong internal networks and achieve goals through collaboration.

* An effective and confident written and oral communicator with the ability to talk to others about CRO, in a language that they will understand.

* Ability to be flexible and deal with frequent change – dealing with a range of stakeholder from different areas.

* Creative with good design aesthetics.

* Strong organisational skills