Conversion Rate Optimisation Manager

2 weeks ago

Cape Town, Western Cape, South Africa Collinson Full time

Job Location : Western Cape, Cape Town
Deadline : April 10, 2025

Purpose of the role :

  • The Conversion Rate Optimisation Manager is pivotal in fostering a culture of experimentation & personalisation across Collinson's digital touchpoints. This role focuses on designing, executing, and evaluating A/B and multivariate tests to optimise customer journeys, improve user experiences, and drive key performance metrics such as engagement, lead generation, and revenue growth. By leveraging data-driven insights and advanced testing methodologies, the manager will identify opportunities to remove friction, enhance user satisfaction, and maximise conversion rates. Collaborating with cross-functional teams, this role ensures that experimentation informs strategic decisions, aligns with global business objectives, and addresses regional needs.

Key Responsibilities :

Customer Journey Strategy

  • Develop and implement a comprehensive customer journey optimisation framework, focused on data-driven experimentation to enhance digital experiences and meet business objectives.
  • Establish workflows and align cross-functional teams to deliver seamless, optimised customer experiences.
  • Leverage tools such as Optimizely and other testing platforms to design and execute A/B and multivariate experiments for continuous journey improvement.
  • Ensure all journey enhancements align with brand standards and global/regional campaign strategies.
  • Evangelise experimentation and A/B testing across the organisation, ensuring teams understand the value of data-driven decision-making and incorporating testing into their workflows.

Journey Design and Improvement

  • Identify pain points in customer journeys using qualitative insights and analytics.
  • Design, execute, and manage experimentation plans, including A/B and multivariate tests, to validate hypotheses and optimise user flows.
  • Collaborate with UX/UI teams to deliver intuitive and engaging journey designs across web and app platforms, informed by testing insights.
  • Maintain and manage a customer journey optimisation roadmap, prioritising initiatives based on testing results, ROI, and business impact.
  • Facilitate engaging workshops and training sessions to get stakeholders involved in experimentation and personalisation initiatives.

Performance Monitoring and Insights

  • Track and analyse the performance of customer journey optimisation initiatives through well-defined success metrics.
  • Source and gather relevant data independently, working closely with the data teams to ensure the accuracy and completeness of the data needed for experimentation.
  • Generate actionable insights from test results and analytics to inform continuous improvement efforts.
  • Maintain a repository of testing learnings and insights to build organisational knowledge and refine strategies.

Execution and Governance

  • Partner with developers to integrate successful experiments into production environments.
  • Create scalable, repeatable processes for testing and journey optimisation to ensure consistent quality across implementations.
  • Advocate for test-and-learn methodologies and foster a culture of continuous improvement across teams.
  • Be a charismatic leader, inspiring teams to adopt a mindset of continuous experimentation and optimisation.

Collaboration and Stakeholder Management

  • Work closely with regional and global marketing, data, product, and technology teams to align on goals and execution strategies for optimisation initiatives.
  • Serve as a trusted advisor, providing guidance on customer journey optimisation strategies to key stakeholders.
  • Manage the Experimentation Executive, ensuring their growth and involvement in the execution of experiments and journey improvements.

Knowledge, skills & experience required :

  • Strong experience in customer journey optimisation and digital experimentation in B2B and B2C environments.
  • Hands-on expertise with experimentation tools like Optimizely, as well as familiarity with testing methodologies (A/B, multivariate).
  • Proficiency in analytics platforms (Google Analytics, Heap) and data visualisation tools to monitor and interpret experiment results.
  • Knowledge of CMS platforms like Contentful or Sitecore.
  • Deep understanding of A/B testing, multivariate testing, and optimisation frameworks.
  • Ability to source and gather data independently to support experimentation and decision-making.
  • Experience in managing and mentoring teams, with the ability to manage an Experimentation Executive and oversee their development.
  • Excellent communication skills with the ability to manage cross-functional collaboration in a global organisation.
  • Data-driven mindset with strong analytical and problem-solving skills.
  • Strong facilitation skills to lead engaging workshops and training sessions on experimentation best practices.
  • Experience with lead generation and MarTech tools.
  • Exposure to customer experience design and optimisation methodologies.

Skills and Attributes

  • Proactive, solution-oriented, and detail-focused.
  • Capable of managing multiple priorities in a dynamic, fast-paced environment.
  • Strong interpersonal skills to build relationships with diverse stakeholders.
  • Charismatic and persuasive, with the ability to inspire teams and embed a culture of experimentation within the organisation.
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