Conversion Rate Optimization Director

Go Fish Digital•Raleigh, NC

About The Position

You’ll own the CRO strategy for accounts from kickoff through ongoing iteration. That includes auditing conversion paths across commercial pages, PDPs/PLPs, forms, onboarding flows, and key funnel moments — then prioritizing opportunities based on impact, effort, and business value. You’ll design and oversee experimentation roadmaps aligned to user intent, personas, and lifecycle stages, while producing clear, client-facing insights that explain what was tested, what we learned, and how it ties back to revenue, leads, or retention. You’ll also identify cross-channel opportunities where SEO, paid media, UX, content, and analytics can reinforce conversion performance, and you’ll document and refine internal CRO workflows, testing standards, and QA processes as the program scales. You’ll be trusted with things that matter: strategic direction, interpretation of results, and client confidence in high-stakes optimization decisions.

Requirements

5+ years of hands-on experience in conversion rate optimization, experimentation, or growth-focused roles.
Proven success in designing, executing, and scaling experimentation programs across B2B, B2C, and/or eCommerce environments.
Deep experience with CRO and experimentation tools such as VWO, Optimizely, Google Optimize (or equivalent), Convert, or similar platforms.
Strong working knowledge of behavioral and qualitative research tools, including Crazy Egg, Hotjar, FullStory, Contentsquare, or similar.
Experience optimizing high-impact funnel moments: landing pages, PDPs/PLPs, lead forms, checkout flows, onboarding, and conversion paths.
Solid understanding of UX principles, persuasion, and conversion psychology—and how to apply them pragmatically, not dogmatically.
Strong proficiency with analytics platforms such as Google Analytics (GA4), Looker Studio, and/or other BI tools.
Experience defining and tracking meaningful CRO metrics beyond surface-level conversion rate (e.g., revenue per visitor, funnel progression, test velocity, learning velocity).
Comfortable evaluating test validity, statistical significance, and tradeoffs between speed and rigor.
Experience building experimentation roadmaps, dashboards, and insight summaries that clearly connect tests to business outcomes.
Experience in an agency or consulting environment with direct client ownership.
Ability to explain complex findings in plain language to senior stakeholders.
Comfortable working independently, making judgment calls, and leading in ambiguous situations.

Responsibilities

Define and defend CRO strategy: what to test, what to fix, what to measure, and why.
Translate behavioral data, test results, and UX insights into clear, executive-ready narratives.
Operate as a trusted advisor: lead client conversations, set expectations, and communicate wins, risks, and tradeoffs with confidence.
Connect conversion outcomes directly to business KPIs like revenue, pipeline, CAC, and LTV.
Evaluate and improve core page templates to reduce friction and better align with user intent.
Partner with UX, product, and engineering teams to influence template-level decisions that balance conversion performance, usability, accessibility, and development constraints.
Help clients understand when template evolution (structure, hierarchy, messaging) will deliver more impact than individual tests or micro-optimizations.
Audit and optimize landing pages, solution pages, PDPs/PLPs, checkout flows, lead forms, and onboarding experiences.
Define test hypotheses and recommended A/B or multivariate approaches informed by user behavior, qualitative insights, and conversion psychology.
Partner with client UX, development, SEO, paid, and analytics teams to scope, QA, and advise on experiment implementation (when testing is the right tool).
Ensure measurement plans, test validity, and statistically sound interpretation of results.
Build and refine persona cohorts and journey maps using analytics, research, and qualitative inputs.
Identify friction points, objections, and motivation gaps across the funnel.
Use AI and research tools to accelerate hypothesis generation, insight synthesis, and experimentation planning, without sacrificing rigor.
Own CRO measurement frameworks (conversion rate, revenue per visitor, funnel drop-off, test velocity, learning velocity).
Turn test results into actionable insights and next-step recommendations.
Continuously refine playbooks based on performance trends, user behavior changes, and platform updates.