Aditya Birla Fashion and Retail Ltd.
Website:
abfrl.com
Job details:
Job Title: Lead – Search & Personalization
Location
Bengaluru
Department
Growth Marketing / E-commerce
Reports To
D2C Head
Job Summary
We are seeking a results-driven
Conversion Rate Optimization (CRO) Manager to enhance customer acquisition and maximize website conversion performance across our D2C channels. The role will be responsible for analysing customer behaviour, identifying friction points in the user journey, conducting experiments, and implementing optimization strategies to improve conversion rates, customer experience, and revenue growth.
The ideal candidate should possess strong analytical skills, expertise in web analytics tools, A/B testing methodologies, and a deep understanding of e-commerce customer behaviour.
Key Responsibilities
Website & Funnel Optimization
- Analyze customer journeys and identify conversion bottlenecks.
- Optimize landing pages, product detail pages (PDPs), cart, and checkout flows.
- Improve user experience (UX) and website performance across desktop and mobile platforms.
- Monitor and improve key conversion metrics throughout the sales funnel.
Experimentation & A/B Testing
- Design, execute, and evaluate A/B and multivariate tests.
- Develop data-backed hypotheses for website improvements.
- Measure test performance and provide actionable recommendations.
- Maintain a testing roadmap aligned with business objectives.
Analytics & Insights
- Track and analyze website performance using Google Analytics 4 (GA4), Adobe Analytics, Mixpanel, or similar tools.
Customer Behaviour Analysis
- Leverage heatmaps, session recordings, surveys, and customer feedback to identify improvement opportunities.
- Analyze customer segmentation and behavioral patterns.
- Collaborate with Customer Experience teams to address conversion barriers.
Cross-Functional Collaboration
- Partner with Marketing, Product, Design, Technology, and Merchandising teams.
- Ensure optimization initiatives align with acquisition and retention strategies.
- Work closely with developers and UX designers to implement CRO recommendations.
Mobile Commerce Optimization
- Drive mobile-first optimization initiatives.
- Improve mobile usability, page load speeds, and checkout experience.
- Enhance conversions from app and mobile web traffic.
Required Qualifications
Education
Experience
- 7-10 years of experience in CRO, Growth Marketing, E-commerce Analytics, or Digital Marketing.
- Proven track record of improving conversion rates and online revenue.
Click on Apply to know more.
