Purpose of the Role:
The Conversion Rate Optimization Senior Analyst is responsible for improving the performance of the Bank’s digital assets (website & digital platforms) by increasing the percentage of users who take desired actions (e.g., purchases, sign-ups, downloads, converting visitors to customers). The incumbent connects digital advertising with associated landing pages or digital products, analyses user behaviour, conducts A/B testing to optimize landing pages, and implements strategies to improve the efficiency of customer conversions.
Main Accountabilities:
- Designs & executes measurable and actionable tests across various digital products leveraging a combined suite of marketing measurement tools.
- Develops & implements conversion rate optimization activities / strategies across existing and upcoming digital products, including the LoanStore and mobile and internet banking
- Undertakes testing and data and user behaviour analysis, including A/B testing (comparing different versions of website elements to see which performs better), multivariate testing and personalization campaigns in collaboration with marketing and product teams.
- Collects & measures usage and conversion data, using the marketing conversion tech stack (a collection of software, tools, and platforms, e.g. Google Analytics, Hotjar, Mixpanel, and Bloomreach platforms, recommending actionable insights.
- Updates & optimizes key customer journey conversion points on landing pages and LoanStore pages by adding and updating Java Script tags for specific customer actions and testing various landing page elements.
- Monitors & analyses customer conversion rates against KPIs, including monthly active users, client acquisition costs, net promoter scores, and click through rates, providing data-driven insights to enable future planning with a focus on improved client experience, reduced cost efficiency and optimized ROI.
- Identifies & evaluates industry trends, competitive scenarios, emerging technologies and practices, to ensure conversion strategies and practices stay aligned with evolving industry advancements.
- Develops customer segmentation and personas which are used to design more targeted marketing activities to improve marketing efficiency and ensure a measure of return on ad spend is achieved, leading to increased revenue, and driving business growth.
Qualifications, Experience & Skills Required:
- Minimum of 3 years hands-on experience in conversion rate optimization, digital analytics, or digital marketing optimization.
- Proven track record of improving conversion rates and user engagement through testing and optimization.
- Proficiency in Google Analytics, Hotjar (or similar behaviour analytics tools), and Mixpanel (or similar product analytics tools).
- Understanding of front-end code (HTML, CSS, JavaScript, etc.) and ability to work seamlessly with designers, developers and UX.
- Strong knowledge of web analytics concepts and best practices.
- Knowledge of digital marketing fundamentals, including email marketing, paid marketing, and search engine optimization.
- Bachelor’s degree in marketing, digital media, data analytics, or related field.
- Conversion rate optimization or data analytics certificate would be an asset.
| JOB SNAPSHOT: |
| Category: Retail |
| Function: Personal & Business Banking |
| Position reports to: Senior Manager Digital Sales |
Expiry Date: 13-11-2025
