CRO Manager

This is a fully remote position, open to applicants in Hong Kong.

📋 Description

• Oversee full-funnel Conversion Rate Optimization (CRO) for the entire Shopify direct-to-consumer (DTC) experience, including the Homepage, Landing Pages (both paid and organic), Product Detail Pages (PDPs), Collection Pages, Cart, and Checkout processes.

• Create, prioritize, and sustain a dynamic CRO hypothesis backlog evaluated by expected impact, confidence, and ease of implementation (using the ICE framework or a similar approach).

• Design and implement a comprehensive A/B and multivariate testing program, ensuring statistically valid sample sizes, pre-registered hypotheses, and well-documented learnings.

• Take ownership of core conversion KPIs, which include Add-to-Cart Rate (ATC %), Reached Checkout %, Purchase Conversion Rate (CVR %), Revenue Per Session (RPS), and Average Order Value (AOV).

• Perform in-depth funnel analyses to pinpoint the most critical drop-off points and build a compelling business case for addressing them, complete with projected revenue impacts.

• Enhance the entire purchasing journey for both acquisition (new customers) and retention (returning subscribers), acknowledging that these pathways necessitate distinct CRO strategies.

• Manage the on-site experience and UX optimization for every essential page template on the Shopify storefront.

• Collaborate with design and development teams to create, test, and refine page layouts, content hierarchy, trust signals, social proof placements, calls to action (CTAs), and navigation flows.

• Lead the optimization of Product Detail Pages, focusing on areas such as hero imagery, ingredient storytelling, review integration, subscription versus one-time purchase framing, cross-sell/upsell modules, and urgency tactics.

• Refine Cart and Checkout processes, including strategies for cart abandonment interventions, progress indicators, payment method visibility, shipping threshold nudges, and post-purchase upsell opportunities.

• Manage the performance of Landing Pages for paid media campaigns, working closely with the Head of Paid Media and Creative Strategist to ensure these pages are optimized for conversion.

• Champion mobile-first optimization, as the majority of our traffic comes from mobile devices; every test and design choice must prioritize the mobile user experience.

• Develop and maintain a CRO performance dashboard (utilizing GA4, Shopify Analytics, and/or Looker/Amplitude), providing real-time insights into funnel metrics, testing outcomes, and revenue impacts.

• Employ quantitative tools (such as GA4 event tracking, Shopify reports, and custom SQL queries) alongside qualitative tools (like Hotjar/Microsoft Clarity heatmaps, session recordings, and on-site surveys) to identify conversion barriers.

• Establish a systematic approach to post-test analysis, documenting every test with its hypothesis, methodology, sample size, statistical significance, results, and actionable insights.

• Transform data into commercially viable recommendations.

• Manage the weekly and monthly CRO performance reporting schedule, presenting findings to the VP of Growth, Paid Media, Retention, and leadership with clear narratives rather than just spreadsheets.

⛳️ Requirements

• 4 to 8 years of hands-on experience in CRO, growth, or eCommerce optimization, with a minimum of 2 years specifically focused on DTC/Shopify (or similar platforms like Magento, BigCommerce, or headless commerce).

• Proven track record of significantly improving conversion rates, AOV, or revenue per session through structured experimentation; we seek quantifiable results rather than general assertions like "I redesigned the PDP."

• In-depth proficiency with analytics and testing tools, including GA4, Google Optimize (or alternatives such as VWO/Optimizely/AB Tasty), and Hotjar or Microsoft Clarity, as well as Shopify’s native analytics.

• Experience building and managing A/B testing programs with appropriate statistical rigor; you understand concepts like sample size calculations, significance thresholds, and the right timing to conclude a test.

• Strong grasp of Shopify’s architecture, Liquid templating, theme customization, and app ecosystem; while you don't need to be a developer, fluency in the terminology is essential for effective communication.

• Experience with premium/luxury DTC brands, health and wellness products, supplements, or subscription commerce is highly desirable.

• Basic knowledge of SEO and its impact on CRO decisions; you recognize that elements like page speed, content structure, and URL architecture are crucial for both conversion and discovery.

• Familiarity with personalization engines, dynamic content tools, or product recommendation systems (like Nosto, Rebuy, Klevu, or similar) is a plus.

🏝️ Benefits

• Competitive salary

• Flexible working hours

• Professional development budget

• Home office setup allowance

• Global team events