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Director of Conversion Rate Optimization

LawnStarterRemote — United States
Remote Full-time $160K/yr - $180K/yr

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Experience Level

Senior Level Manager

Qualifications

To excel in this role, you should possess strong analytical skills, a deep understanding of conversion rate optimization methodologies, and hands-on experience with Webflow, VWO, AI tools, Tableau, and Hotjar. A results-driven mindset and the ability to independently manage projects are crucial. Prior experience in a similar role, focusing on conversion performance and experimentation, is highly desirable.

About the job

About LawnStarter

LawnStarter stands as the premier on-demand marketplace for lawn care and outdoor services in the United States, boasting over $100 million in annual bookings. As we evolve beyond lawn care, our ambition is to become the go-to destination for all home services. Central to this vision is the creation of a leading-edge conversion engine, and this is where your expertise comes into play.

About the Growth Team

The Growth team is responsible for managing the entire customer acquisition funnel , from the moment an ad is clicked to the execution of the first completed service. Each year, we successfully onboard over 150,000 new customers through diverse channels including paid advertising, organic searches, and partnerships. Our Chief Marketing Officer oversees the visit-to-customer rate, where every incremental improvement directly impacts revenue. We are dedicated to establishing a robust experimentation program throughout the acquisition funnel, and we seek a passionate individual to spearhead this initiative.

The Challenge Ahead

We understand the power of experimentation. Our previous tests have shown significant conversion improvements. We currently have a testing framework, methodology standards, a comprehensive learning repository, and a coordination layer in place , yet we lack a full-time owner. With our transition to Webflow for landing pages, we will gain autonomous control over the pages attracting inbound traffic, eliminating engineering dependencies and sprint queues. This presents a tremendous opportunity that requires a dedicated leader.

Your Role

As the Director of Conversion Rate Optimization, you will be the driving force behind LawnStarter’s conversion performance. Your responsibilities include managing the landing pages in Webflow, conducting A/B tests using VWO, and leveraging AI, Tableau, and Hotjar to identify innovative testing opportunities. Reporting directly to the CMO, you will be the chief executor responsible for enhancing the visit-to-customer rate , the metric that is crucial for our growth.

This position is hands-on and requires a proactive approach. You will develop variations, set up goals, troubleshoot tracking, and execute campaigns independently. Engineering support is not required, as your proficiency in Webflow and VWO should be at a production level.

Initially, this will be a solo role, with the expectation that you will build the program, demonstrate its value, and design a scalable function.

What Sets This Role Apart:

  • You have complete ownership of the conversion stack , including pages, tests, tracking, and analysis , with no engineering dependencies.
  • We already possess a conversion testing program and infrastructure; you will be the first dedicated leader to elevate it into a comprehensive experimentation function.
  • AI will be an integral part of your workflow, assisting in hypothesis generation, analysis, and content variation.

What You Will Own

  • Conversion performance , managing visitor-to-lead rates on landing pages under your direct control and optimizing lead-to-customer rates throughout the booking funnel through rigorous testing. These two factors contribute to the overall visit-to-customer rate.
  • Webflow and landing page architecture , overseeing paid landing pages and a multitude of organic city/near-me pages across all brands and services.

About LawnStarter

LawnStarter is at the forefront of the lawn care industry, providing on-demand services that cater to homeowners' needs across the United States. With a commitment to innovation and excellence, we are expanding our service offerings to include a wide array of home services, ensuring that we remain a trusted partner for our customers.

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