Conversion Rate Optimization ( CRO)

Role: Conversion Rate Optimisation (CRO) Specialist

Location: Bangalore (on-site)

Function: Growth

Experience: 3 - 6 Years

Why this role exists

We have demand. We have traffic. We have products that work.

What we are solving now is efficiency of growth.

Every drop-off in the funnel is lost revenue.

Every unclear message is a missed conversion.

This role exists to systematically increase how much value we extract from every visitor.

What you will own

This is not a support function. This is a revenue function.

You will own

• Website Conversion Rate (CVR)
• Landing Page Performance
• Add-to-Cart Rate
• Checkout Completion Rate
• Revenue per Visitor (RPV)
• Funnel Drop-offs and Leak Points

Your work should directly reflect in top-line revenue growth without increasing ad spend.

Scope of Work

• Funnel Analysis and Problem Identification
• Map the complete user journey across:
• Paid Ads Landing Pages PDP Cart Checkout
• Identify friction points across each stage
• Diagnose behavioural drop-offs using:
• GA4 / Mixpanel
• Heatmaps (Hotjar / Clarity)
• Session recordings
• Move beyond surface-level metrics and identify root causes
• Experimentation and A/B Testing
• Build a structured experimentation roadmap
• Form strong hypotheses based on data and behavioural insights
• Execute A/B and multivariate tests across:
• Landing pages
• Product pages
• Checkout flows
• Focus on high-impact experiments, not volume
• Track statistical significance and business impact
• Landing Page and PDP Optimisation
• Improve clarity, trust, and conversion intent
• Optimise
• Headlines and messaging
• Visual hierarchy
• Social proof and trust signals
• Product education
• Align landing pages with acquisition channels (Meta, Google, etc.)
• Checkout and Conversion Flow Optimisation
• Reduce cart abandonment
• Improve checkout UX and flow
• Optimise
• Form fields
• Payment success rates
• COD vs prepaid behaviour
• Trust and urgency elements
• Work on improving post-add-to-cart conversion
• Data-Driven Decision Making
• Build dashboards for funnel tracking and performance monitoring
• Analyse cohorts and behaviour patterns
• Identify quick wins vs long-term improvements
• Translate insights into clear action items
• Cross-Functional Collaboration
• Work with:
• Performance Marketing for traffic-quality alignment
• Design for UX and visual improvements
• Tech for implementation and testing
• Retention team for post-purchase optimisation
• Ensure fast execution cycles and continuous iteration

Key Metrics You Will Be Responsible For

• Conversion Rate (CVR)
• Add-to-Cart Rate
• Cart-to-Checkout Rate
• Checkout Completion Rate
• Average Order Value (AOV)
• Revenue per Visitor (RPV)
• Bounce Rate and Session Depth

Required Skills and Experience

• 3 - 6 years in CRO, Growth, or Performance Marketing
• Proven track record of improving conversion metrics in a measurable way
• Strong understanding of consumer psychology and decision-making online
• Hands-on experience with:
• A/B testing tools (VWO, Optimizely, etc.)
• Analytics platforms (GA4, Mixpanel)
• Behaviour tracking tools (Hotjar, Clarity)
• Ability to connect data with user behaviour and business impact
• High ownership and bias for execution

Good to Have

• Experience in D2C or e-commerce (especially health, wellness, or supplements)
• Familiarity with Shopify ecosystem
• Understanding of retention channels (Email, WhatsApp, SMS)
• Basic HTML/CSS for faster experimentation

What success looks like (First 3 - 6 Months)

• Clear identification of major funnel leakages
• Execution of high-impact experiments with measurable uplift
• Improvement in overall conversion rate by 1530%
• Increase in revenue per visitor
• Establishment of a structured CRO experimentation pipeline

How we evaluate this role

We are not looking for someone who reports metrics.