Conversion Rate Optimization (CRO) Specialist

CRO Specialist

The CRO Specialist owns the testing and optimization of our direct-response, lead-generation funnels, including landing pages, lead forms, qualification flows, and thank-you pages that receive traffic from paid media across multiple platforms. This person generates split test ideas, maintains a prioritized testing calendar, and sees each test through from concept to build to readout, working closely with our media buying, creative, and dev/tech teams. They focus on conversion rate, cost-per-lead efficiency, and lead quality, not just raw form fills. This is a hands-on, process-driven role focused on experimentation velocity and measurable results.

Location: Remote 9am to 5pm US Eastern.

What You'll Do

Test Ideation and Hypothesis Development

• Generate a steady flow of split test ideas across headlines, copy angles, layouts, form length and field order, qualification questions, CTAs, trust elements, and page speed.
• Use PostHog analytics, session replays, and heatmaps, along with platform data and lead quality feedback, to identify friction points and build clear, data-backed hypotheses.
• Research competitor funnels and industry best practices to surface new testing opportunities.

Testing Calendar and Pipeline Management

• Own and maintain the split test calendar/pipeline, tracking every test from idea to backlog, build, QA, live, and readout.
• Prioritize tests based on expected impact, confidence, and level of effort (e.g., ICE scoring) so the highest-value ideas ship first.
• Ensure tests run long enough to reach meaningful sample sizes and avoid overlapping tests that could contaminate results.
• Keep a central log of test results and findings so wins are rolled out and losses aren't repeated.

Conversion Design

• Design every test variant end to end: layout, visual hierarchy, CTAs, color, imagery, form design, and mobile experience.
• Produce build-ready designs in Figma or similar design software (e.g., Sketch, Penpot, Framer), using AI design tools to explore options and speed up production.
• Hand designs to dev/tech with clear specs: responsive behavior, states, tracking events, and acceptance criteria.
• Make design decisions based on evidence (heatmaps, session replays, funnel data, competitor research, past test results), and document the rationale for each.
• Keep designs consistent with our brand and claimant audience: clear, trustworthy, accessible, and mobile-first.

Dev/Tech Coordination and Implementation

• Write clear test briefs and specs for the dev/tech team, including variant details, success metrics, tracking requirements, and launch dates.
• Coordinate build timelines and act as the point of contact between Marketing and dev/tech for all testing and new funnel features.
• QA tests and new features before launch, confirming that pages, forms, pixels, UTMs, and lead routing/CRM integrations work correctly on desktop and mobile.
• Request and help scope new features or tools that would increase testing speed or conversion performance.

Analysis and Reporting

• Monitor key metrics including conversion rate, CPL, lead quality/qualification rate, form abandonment, and downstream conversion to signed cases.
• Analyze test results with appropriate statistical rigor and deliver clear readouts with a recommendation: roll out, iterate, or kill.
• Share weekly testing updates and monthly performance summaries with the Marketing team.

Cross-Team Collaboration

• Partner with media buyers to align landing page tests with ad angles, audiences, and traffic sources.
• Provide creative and copy feedback based on what's actually converting.
• Work with Intake and Compliance to ensure funnel changes support lead quality and advertising/consent requirements.

Qualifications

• 3+ years of experience in conversion rate optimization, growth marketing, or performance marketing.
• Proven track record of running A/B or multivariate tests and driving measurable lifts in conversion rate or CPL.
• Experience optimizing lead-generation funnels is strongly preferred.
• Familiarity with PostHog (analytics, experiments/split testing, and session replay) or a comparable platform (e.g., VWO, Optimizely, Convert). Hands-on experience with PostHog is a strong plus.
• Familiarity with Google Analytics 4, Google Tag Manager, and landing page builders or CMS platforms.
• Strong understanding of statistical significance, sample size, and test design.
• Proficient in Google Sheets or Excel for tracking and analysis.
• Able to look past top-line conversion rate and evaluate lead quality and downstream results.
• Solid understanding of conversion tracking, pixels, UTMs, and attribution.
• Highly organized, with experience managing a pipeline or roadmap of multiple projects at once.
• Able to write clear, detailed briefs that developers can build from without guesswork, and comfortable holding cross-functional teams to timelines.
• Curious, skeptical, and driven by "what does the data say?" Able to manage priorities independently in a fast-moving, test-and-learn remote environment.

Nice to Have

• Basic HTML/CSS knowledge, enough to write precise specs and QA builds confidently.
• Experience with lead routing or CRM platforms.
• Call tracking platforms (e.g., CallRail, Invoca, Ringba).
• TCPA and consent capture tools (e.g., TrustedForm).
• Legal, insurance, healthcare, or other regulated-industry marketing.

Success Metrics (First 90 Days)

• Review of the current PostHog setup, tracking, and past tests completed, with recommendations delivered (first 30 days).
• Metric definitions documented and agreed with Marketing (first 30 days).
• Landing page template inventory and documentation completed (first 30 days).
• Design tool recommendation made and agreed with dev/tech (first 30 days).
• Testing calendar/pipeline built and shared, with a prioritized backlog of test ideas.
• Test brief, readout, and QA templates in use.
• At least 2 tests launched per month starting in month 2, with all variants designed by this role.
• Every test has a brief before launch, passes QA, and gets a written readout.
• Weekly testing updates and a monthly performance summary delivered to Marketing.
• Every test checked for tracking health and correct traffic split within 48 hours of launch.
• Implementation tickets for winning tests delivered to dev/tech within 3 business days of a test being called.
• Post-launch performance tracked on every shipped winner, with the lift confirmed or any regression flagged.

Benefits

• Uncapped quarterly profit-sharing bonuses based on company performance
• 100% company-paid monthly premiums for Fortune 500 level quality insurance plans for you and any/all dependents (US based employees):
• medical (Aetna)
• dental (Guardian)
• vision (Guardian)
• 100% company match on any employee contributions to either HSA or FSA flex benefits plans (US based employees):
• $500 free FSA company contribution, even if $0 employee contribution
• 401k plan with full company match of up to 6% of salary and no vesting period required (US based employees)
• Unlimited paid time off with planned role/responsibilities coverage
• Wellhub wellness benefit — access to 20,000+ gyms, studios, and wellness apps, fully covered by the company
• Work from home equipment budget (at company's discretion)
• Forever remote work environment

Why Join Us?