Conversion Rate Optimization (CRO) Specialist

Description

Responsibilities:

• Lead CRO initiatives across websites, landing pages, forms, chat, calls, and campaign-specific user journeys.
• Build and manage a prioritized testing roadmap focused on improving qualified lead volume, signed cases, and CPA.
• Develop and execute A/B tests, landing page tests, form tests, CTA tests, messaging tests, and user experience experiments.
• Optimize high-value conversion actions, including phone calls, form submissions, chat starts, consultations, retainer requests, and signed cases.
• Analyze user behavior and site performance using tools such as GA4, Google Tag Manager, Microsoft Clarity, Hotjar, CallRail, CRM reporting, and form analytics.
• Identify conversion barriers related to mobile experience, page layout, site speed, CTA placement, form length, trust signals, messaging clarity, and intake handoff.
• Collaborate with web developers, designers, writers, SEO, and paid media teams to implement UX/UI and landing page improvements.
• Support conversion improvements for mobile users, English- and Spanish-language users, and market-specific campaigns.
• Monitor and report on CRO performance, test results, insights, and recommendations for continuous improvement.
• Stay current with CRO best practices, legal marketing compliance, privacy requirements, analytics changes, and digital user behavior trends.

• Experience in legal marketing, personal injury marketing, healthcare, home services, lead generation, or another high-value service business.
• Familiarity with call tracking, call routing, form tracking, chat tracking, and CRM attribution.
• Familiarity with local SEO, Google Business Profiles, Local Services Ads, review strategy, and location-based landing pages.
• Experience with Spanish-language or multilingual conversion optimization is a plus.
• Basic understanding of privacy, cookie consent, and Google Consent Mode is a plus.
• Working knowledge of HTML/CSS or the ability to communicate clearly with developers is a plus.

Qualifications:

• 3+ years of experience in conversion rate optimization, performance marketing, digital analytics, UX optimization, or a closely related digital marketing role.
• Proven success improving conversion rates through landing page testing, form optimization, CTA testing, UX improvements, and data-driven experimentation.
• Strong understanding of full-funnel performance metrics, including traffic, CVR, CPL, qualified lead rate, contact rate, signed-case rate, and CPA.
• Comfortable working with CMS and landing page platforms such as WordPress, Unbounce, Instapage, Webflow, or similar systems.
• Strong understanding of landing page strategy, mobile UX, form design, CTA hierarchy, trust signals, and persuasive digital copy.
• Comfortable managing multiple experiments and optimization projects at the same time.
• Strong communication skills with the ability to explain data, test results, and recommendations clearly to technical and non-technical stakeholders.
• Detail-oriented, organized, and comfortable building repeatable processes.

Benefits:

• 401(k) 
• Dental insurance
• Health insurance
• Paid time off
• Vision insurance