Conversion Rate Optimisation Analyst

TN United Kingdom; West Midlands; Hybrid; GBP 40,000 - 80,000; Full time

Job summary

An established industry player is seeking a Digital Conversion Rate Optimisation Analyst to drive the conversion strategy for their digital platforms. This role is pivotal in enhancing customer engagement and optimizing conversion metrics. Collaborating with multiple teams, you will implement data-driven strategies to improve performance and reduce bounce rates. The ideal candidate will possess strong analytical skills, a deep understanding of Google Analytics, and the ability to inspire and lead a high-performing team. Join this innovative firm and make a significant impact in the eCommerce space!

Qualifications

• Strong analytical skills and familiarity with data analysis tools.
• Deep knowledge of Google Analytics, including GA4 migration.
• Experience in leading initiatives to improve conversion.

Responsibilities

• Define and implement CRO objectives aligned with the Digital Strategy.
• Identify initiatives to increase conversion rates and basket value.
• Collaborate with various teams to maximize CRO opportunities.

Skills

Analytical Skills

Google Analytics (GA, UA, GA4)

SQL

Stakeholder Management

Customer Journey Management

Commercial Awareness

Team Development

Relationship-Building

Tools

Google Analytics

Data Analysis Tools

Job description

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Client:

Halfords

Location:

Worcestershire, United Kingdom

Job Category:

Other

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EU work permit required:

Yes

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Job Reference:

a3f92dd2c6f0

Job Views:

11

Posted:

26.04.2025

Expiry Date:

10.06.2025

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Job Description:

Within the eCommerce team, the Digital Conversion Rate Optimisation Analyst (CRO) will be responsible for defining and implementing the conversion rate optimisation strategy and vision for Halfords' digital platforms, products, and services.

This role involves overseeing all conversion metrics, end-to-end funnel reporting from GA, and providing insights to support data-driven trading decisions, forecasting, business casing, ROI, and monetisation models.

Key success measures include increasing conversion rates, customer engagement, and reducing bounce and exit rates across devices.

The candidate will collaborate closely with teams across Digital & Customer, Analytics, Store Operations, Marketing, Trading, Autocentres, and HME to maximise CRO opportunities.

This position also supports ongoing projects across channels to achieve business goals.

Key Responsibilities:

• Define FY CRO objectives and strategies aligned with the Digital Strategy to drive conversion.
• Identify and implement initiatives to increase conversion rates, attachment rates, and basket value, while decreasing bounce and exit rates across devices.
• Maintain a focus on optimisation activities linked to improving conversion rates and removing obstacles.
• Ensure all digital decisions are based on data insights to add value for customers.
• Stay updated with the latest tools and best practices in CRO.
• Collaborate with the Head of Data Analytics to base decisions on data insights.
• Work with Merchandising and Optimisation teams to ensure content drives conversion.
• Build the necessary skills and experience within the team for CRO development.
• Monitor objectives and issues across teams to identify areas for improvement.
• Provide regular updates to digital leadership and stakeholders on initiatives and results.
• Stay informed on trends and best practices to deliver excellent service.
• Develop relationships with partners and suppliers for insights and support.
• Manage contracts and relationships with partners/suppliers, including negotiations and value-added services.

Skills & Experience Required:

• Strong analytical skills and familiarity with data analysis tools.
• Deep knowledge of GA, UA, GA4, including GA4 migration.
• Ability to write SQL is preferred.
• Experience in leading initiatives to improve conversion.
• Understanding of customer journey management, website personalisation, merchandising, testing, segmentation, and benchmarking.
• Business acumen and commercial awareness.
• Excellent stakeholder management and communication skills.
• Ability to inspire teams and influence senior management.
• Delegation and coaching skills, empowering team development.
• Decisiveness and good judgment in actions.
• Relationship-building skills internally and externally.
• Motivated to develop a high-performing CRO team.
• Exposure to Offline Marketing is a plus.

Note: The role operates in a hybrid working environment at Halfords Support Centre, requiring about 2 days per week onsite.