Director of Conversion Rate Optimization

This is a fully remote position, open to applicants in California, +4 more states.

📋 Description

• You will be the driving force behind conversion performance at LawnStarter. You are responsible for managing landing pages in Webflow, executing A/B tests in VWO, and leveraging AI, Tableau, and Hotjar to identify new testing opportunities.

• Reporting directly to the CMO, you will play a key role in enhancing the visit-to-customer rate, which is the primary growth metric.

• This position is hands-on, requiring you to create variations, set goals, troubleshoot tracking issues, and implement changes independently. You possess advanced Webflow and VWO skills that are production-ready.

• Currently, this is a solo role with the expectation that you will develop the program, demonstrate its value, and architect a scalable function.

• Focus on conversion performance by managing visitor-to-lead rates (through the landing pages you directly control) and lead-to-customer rates (by optimizing the booking funnel via testing). These two factors work together to enhance the visit-to-customer rate.

• Oversee Webflow and landing page architecture, including paid landing pages, thousands of organic city/near-me pages across various brands and services, and the CMS structure that allows for scalability without engineering support. You are responsible for conversion optimization across the entire landing page network.

• Manage the experimentation program, which includes a multi-quarter testing roadmap for the acquisition funnel, from ad click to first completed service. You will develop the methodology, conduct the tests, and incorporate insights into the next iteration.

• Implement an AI-accelerated testing workflow—utilizing AI for hypothesis generation based on behavioral data, providing result summaries within 24 hours of test completion, and creating variation copy/design briefs to enhance test throughput.

• By the end of Year 1, you will have documented the team structure, tooling stack, and processes necessary to evolve from a solo operator to a scalable function.

⛳️ Requirements

• Proficient in Webflow. You dedicate the majority of your time to building pages rather than analyzing reports. Webflow serves as your production environment rather than merely a design tool. You identify friction points through screen recordings, customer calls, and sales emails, then implement solutions independently.

• Statistically astute. We currently utilize two-tailed p-tests and create our own Tableau dashboards for test evaluation. You should have a perspective on when this approach is appropriate and when it is not. One of your initial contributions will involve establishing methodology standards for the team.

• AI-savvy. You use AI for generating hypotheses, crafting variation copy, and accelerating analysis on a daily basis, not just occasionally. If you view AI as something you are merely "exploring," this position is not for you.

• Quick to execute. You focus on weeks for tests launched and insights gathered rather than presentations delivered. You prefer to learn from running tests rather than striving for perfection in planning.

• Accurate with statistics. You recognize underpowered tests, peeking, and interaction effects. You know when to refrain from testing and can communicate results to non-technical stakeholders without losing their interest.

• This Role Is NOT:

• - A strategy-only position. While you will contribute to setting the strategy, you will also be responsible for building pages, configuring tests, and analyzing data. If you're looking to think about experimentation without taking action, this is not the right fit.

• - A people management role (at least for now). This position begins as a solo operator. You will design the function and advocate for additional headcount, but Year 1 will focus on demonstrating the model independently.

• - An engineering-supported role. No frontend developers will be building your variations, and there are no data engineers to set up your tracking. You are the implementation layer.

🏝️ Benefits

• Competitive salary ranging from $160,000 to $180,000.

• Equity: Every improvement in conversion directly impacts revenue across all brands. We want you to have a stake in the long-term success of the experimentation program you are developing.

• Healthcare options: Medical, dental, and vision coverage.

• Fully remote work: You can work from anywhere in the US.

• Unlimited PTO: Emphasis on results over hours worked.