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Job Description
The CRO Analyst is responsible for analysing web user behaviour and journeys, conversion data and test results to generate actionable insights that improve website performance, answer performance questions and increase conversion rates. This role involves gathering, interpreting, and presenting data to support the wider digital team in optimising user journeys, landing pages, and overall digital experience. The CRO Analyst works closely with the experimentation, digital performance, UX, marketing and user research teams to help execute data-driven strategies that enhance customer engagement and conversion performance.
Data Collection & Analysis
- Analyse user behaviour using web analytics tools (e.g., Content Square, Google Analytics, Power BI reports) to identify patterns, trends, and conversion bottlenecks.
- Collect and interpret data related to website traffic, user research data, user engagement, and conversion rates to provide meaningful insights for optimisation efforts.
- Track key performance indicators (KPIs) such as conversions, conversion rates, interaction rates and funnel drop-offs.
Supporting Optimisation Strategy
- Collaborate with the experimentation team to provide data-driven insights that inform hypotheses for A/B tests, multivariate tests, and personalisation campaigns.
- Assist in identifying high-impact areas of the customer journey that require optimisation to improve user experience and conversion rates.
- Present findings and actionable recommendations to CRO and marketing teams to support ongoing optimisation efforts.
- Work closely with the user research team to combine both qualitative and quantitative findings
- Assist in the analysis of test results to provide insights into which variations led to improved conversion rates and why.
Conversion Funnel Optimisation
- Conduct in-depth analysis of conversion funnels, identifying points of friction where users drop off and areas of opportunity for improvement
- Support the wider digital organisation to help investigate and identify performance trends.
- Provide insights on user behaviour throughout the customer journey to support the design of smoother, conversion-friendly experiences.
- Monitor the effectiveness of implemented optimisations and make recommendations for further improvements.
Reporting & Insights
- Prepare regular reports that track the performance of CRO initiatives, highlighting key insights and areas for future testing.
- Present insights and recommendations in a clear and actionable format to stakeholders, including senior management, marketing teams, and product managers.
- Assist the CRO Web Insights team in the maintenance and development of PowerBI dashboards.
Collaboration with Cross-Functional Teams
- Collaborate with marketing teams to align CRO insights with broader business objectives and marketing goals. -
- Ensure that CRO insights are shared across teams to support data-driven decision-making decisions.
- Own the user behaviour Content Square tool and lead in driving the organisations’ usage of the tool.
