Ecommerce - Conversion Rate Optimization Specialist

SUMMARY

At the company, the Conversion Rate Optimization Specialist is responsible for improving the performance of the the company ecommerce site by identifying friction in the customer journey and driving measurable improvements to the path to purchase. This is a hands-on, execution-focused role that works within our current platform capabilities to observe customer behavior, surface opportunity areas, and evaluate the impact of site improvements. This position works from the company Headquarters in Waco, Texas. It reports to the Director of Site Experience and Operations and has no supervisory responsibilities.

ESSENTIAL DUTIES AND RESPONSIBILITIES

• Conduct ongoing observation and analysis of the customer journey using available site data, including funnel reports, page-level performance, session behavior, and drop-off patterns to identify where customers encounter friction and where the greatest conversion opportunities exist*

• Develop and maintain a prioritized backlog of conversion improvement hypotheses grounded in customer behavior observations and translate findings into clear, actionable recommendations for the Director of Site Experience and Operations and the UX/UI Designer*

• Design and manage site improvement tests within the company’s current platform capabilities including Shopify native A/B testing tools and Algolia search and discovery features while building the case through documented results for expanded testing capabilities over time in partnership with the Ecommerce merchandising team

• Evaluate the results of site changes and improvement initiatives while documenting what worked, what did not, and why to build a knowledge base of learnings that informs future optimization decisions and establishes a culture of testing and iteration on the team

• Collaborate with the UX/UI Designer to turn customer behavior insights into design improvements while bringing the behavioral point of view to UX decisions and ensuring that changes made to the site are informed by how customers actually interact with it

• Monitor key conversion touchpoints including navigation behavior, product page engagement, add-to-cart rates, and checkout flow completion while surfacing meaningful changes and flagging emerging issues to the Director of Site Experience and Operations on a regular cadence*

• Conduct regular site walkthroughs across desktop, mobile, and App to identify UX friction, broken experiences, inconsistent patterns, and areas where the customer journey falls short of the the company brand standard while documenting findings and bringing prioritized issues forward with recommendations*

• Stay current on ecommerce conversion best practices, Shopify platform capabilities, Algolia search optimization, and competitor site experiences while bringing relevant ideas and benchmarks to the team to inform the optimization backlog

• Perform other duties as assigned

*Metrics evaluated on Performance Review

COMPETENCIES

• Teamwork : Contribute to a team environment supporting diversity, equity, inclusion, and belonging. Work effectively with others, be a team player and contribute toward team goals.

• Critical Thinking : Identify and communicate challenges in day-to-day activities. Ability to analyze data, trends, and patterns.

• Expertise : Eye for detail, accuracy, and complete all tasks in a timely manner. Possess knowledge and skills related to specific area(s) and specialized tools and techniques relevant to specialization.

• Communication : Actively engage in listening to teammates and guests and be open to feedback from guests, peers, and management.

• Guest Focus : Ability to proactively understand and meet guest needs, ensuring a personalized and guest-centric experience.

• Strategy and Goal Setting : Approach change with positivity and curiosity. Know your role in achieving team goals.

• Hard skills : Proficiency in Microsoft Office Suite required. Working knowledge of ecommerce site analytics and funnel reporting required; familiarity with Shopify and Algolia strongly preferred. Experience using heatmap or session recording tools (such as Hotjar, FullStory, or similar) a plus. Comfortable reading and interpreting web analytics data (Adobe Analytics or Google Analytics) required. Basic understanding of HTML/CSS sufficient to communicate effectively with development teams about site changes preferred.

ELIGIBILITY QUALIFICATIONS

• Bachelor’s degree from a 4-year college or university preferred

• 2-4 years of related work experience OR an equivalent combination of education and experience preferred

• Related work experience in ecommerce site operations, digital marketing, UX, or a related function with a focus on customer experience and site performance preferred

• Prior experience in a DTC or retail ecommerce environment preferred

PHYSICAL DEMANDS

While performing the duties of this job, the employee is required to sit; use hands and arms to reach, handle, feel; utilize fine motor dexterity of fingers; talk or hear and taste or smell. The employee is frequently required to stand and walk. The employee is frequently required to climb or balance and stoop, kneel, crouch, or crawl. The employee must frequently lift and/or move up to 10 pounds, and occasionally lift and/or move up to 25 pounds. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

WORK ENVIRONMENT

While performing the duties of this job, the employee is occasionally exposed to outside weather conditions. The noise level in the work environment is usually moderate.

ACKNOWLEDGEMENTS

The company is an Equal Opportunity Employer that does not discriminate on the basis of actual or perceived race, color, creed, religion, national origin, ancestry, citizenship status, age, sex or gender (including pregnancy, childbirth and pregnancy-related conditions), gender identity or expression (including transgender status), sexual orientation, marital status, military service and veteran status, physical or mental disability, genetic information, or any other characteristic protected by applicable federal, state or local laws and ordinances.

This job description has been designed to indicate the general nature and level of work performed by an employee in this classification. It is not to be interpreted as a comprehensive inventory of all duties, responsibilities, and qualifications of employees assigned to this job. Management has the right to add to, revise, or delete information in this description at any time.