Withing the eCommerce team the Digital Conversion Rate Optimisation Analyst [CRO hereafter] will be expected to define and implement the conversion rate optimisation strategy and vision for Halfords digital across, and products and services.
Responsible for all conversion, end to end conversion funnel reporting from GA, and insight to support data led trading decisions, Group Digital bottom-up forecasting, business casing, ROCI and monetisation models.
Key measures of success will be driving conversion, customer engagement whilst decreasing bounce and exit rates across devices.
The jobholder will work closely with all functions within the Digital & Customer, Analytics, Store Opps, Marketing, Trading, Autocentre & HME teams to ensure that the CRO opportunity is maximised.
This position will also support ongoing project developments across all channels and help achieve business goals.
Key Responsibilities:
1. In alignment with the Digital Strategy define the FY CRO objectives and strategy to drive conversion
2. Identify and drive the implementation of initiatives to continually increase conversion rate, attachment rates and average basket value, whilst driving down exit and bounce rates across all devices
3. Maintain the eCommerce team focus on optimisation activities which are linked to key objective of conversation rate improvement, removing obstacles to achieve this
4. Ensure that all Group Digital business decisions are based on data analysis insights and drive value for the customer
5. Remain up to date with latest tools and best practices in conversion rate optimisation
6. Form a strong working relationship with the Head of Data Analytics as all conversion decisions should be based on data insights
7. Work closely with the Merchandising and Optimisation teams to ensure that the right content is in place to drive conversion
8. Identify and bring in the required skills and experience to manage the development of the conversion
9. Remain aware of status of objectives and key issues across the teams to inform where additional focus or attention is required to help improve performance
10. Provide regular updates to the digital leadership team and key business stakeholders on new initiatives, data insights and key results
11. Ensure best possible service is provided remaining up to date with new thinking, good practices and trends
12. Build a network of trusted partners and suppliers, using them to provide insight and support as needed to help develop the digital marketing activities
13. Manage partners/suppliers that are providing a service to ensure it delivers against expectations
14. Manage contracts with partners/suppliers including contract renewal/negotiations and provision of additional value add services and advice)
Skills & Experience Required:
15. Strong analytical skills, awareness of key technologies and tools used for Data analysis
16. In depth knowledge of GA, UA & GA4 (and GA4 migration)
17. Ideally the ability to write SQL
18. Experienced leader: experience in defining and delivering initiatives to improve conversion
19. Deep understanding and experience of key elements that impact conversation. customer journey management, website Personalisation, online merchandising, A/B and multi testing, customer segmentation, basket abandonment analysis, competitors benchmarking, etc.
20. Strong business acumen and good level of commercial awareness
21. Very good stakeholder management and communication skills
22. Able to inspire and influence teams and senior management alike
23. Good delegation and coaching skills – highly comfortable in empowering individuals and development teams
24. Act quickly and decisively using good judgement in making decisions and performing actions
25. Good at building business relationships internally and externally with partners and suppliers
26. Driven and motivated to create a high performing CRO team that adapts, develops and grows through continuous feedback and improvement.
27. Ideally had some exposure to Offline Marketing
We operate hybrid working at Halfords Support Centre and this role will require the post holder to work from the Support Centre c. 2 days per week.