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Conversion Rate Optimisation Specialist
Reports To: Digital Optimisation Lead
Team: Web Optimisation, Digital
Location: Reading
Job-Type: Permanent

Purpose of the Role:

We are looking for a talented, motivated, and experienced CRO Specialist to join our growing Digital team as we launch the business’ first click-and-collect initiative and roll out enhanced functionality across our international sites. The successful candidate will be accountable for supporting the delivery of the optimisation strategy, along with the targeted experiences of our Primark website.

The CRO Specialist will play a key role in maximising the customer experience and the commercial performance of our online business. The successful candidate will hold a strong portfolio of A/B testing, analytical and problem-solving skills, along with a personable and professional demeanor. You will be expected to monitor the performance of our Primark.com website (both in the UK and internationally), outlining findings and recommended actions to key stakeholders. You will also have the opportunity to work in a fast-paced, tenacious and innovative environment.

Duties & Responsibilities:
The CRO Specialist will have the following responsibilities:

• Feed new ideas into our Digital roadmap and manage these from concept through to delivery
• Promote a culture of experimentation to ensure that website changes and new developments are tested to achieve results
• Review digital performance and remediate issues daily, working with other parts of the Digital team as required
• Implement A/B, MVT experiences across the Primark websites and channels
• Use data insights, heuristic analysis, and UX analytics tools to identify customer pain points
• Present recommendations to further enhance the customer journey, always striving for new opportunities across the digital channel
• Create and coordinate test hypotheses, facilitate discovery workshops, liaise with the data and analytics teams to agree on measurement plans and validate assumptions
• Create detailed insight reports whilst reviewing current site performance
• Highlight opportunities for the customer journey and make recommendations that will drive customer satisfaction, loyalty, and profitability
• Build wireframes to support the development of test variants within the testing platforms
• Analyse and evaluate A/B tests, reporting on results and recommending next steps to maximise the benefit of our learning
• Support Digital Trading and Digital Analytics teams in reporting on website/product performance online at weekly/monthly/quarterly intervals, identifying opportunities for sales/margin growth
• Build and maintain positive relationships with a range of stakeholders across the business
• Collaborate with the wider Digital team including Digital Marketing, Digital Trading, Digital Analytics, and Customer Service teams to improve efficiencies, customer experience, and commercial performance
• Collaborate with Product teams to align roadmaps and developer resource

Skills & Experience:

• 3+ years experience in a similar role
• Experienced and passionate about building great online shopping experiences
• Self-motivated, problem solver, and results-oriented
• Technical experience with HTML, CSS, and JavaScript
• Proven working experience with web analytics products and A/B testing platforms (Google Optimise, Kibo, Dynamic Yield, Optimizely).
• Excellent planning and organisation skills, able to multi-task, plan, work efficiently to meet tight deadlines and prioritise workflow
• A great communicator with excellent interpersonal and people skills. Someone who can contribute effectively as part of a team and can facilitate smooth interactions between themselves and senior stakeholders
• Experience extracting actionable results using a variety of tools and techniques
• Experience with data visualisation tools for web analytics data (e.g. Google Data Studio or similar). Ability to identify user top funnel and highlight critical steps to address and monitor
• Experience with multiple user tracking tools and technologies (e.g. Contentsquare, Decibel)
• A clear understanding of Agile development processes
• Track history of operating a customer-first mentality while supporting commercial objectives
• Strong commercial eye, understanding of implications of decisions that have crucial business impact
• Strong interest in the fashion industry and a passion for the Primark brand