Conversion Rate Optimization Specialist, Salt Lake City, UT

Western Governors University•Salt Lake City, UT

1d•$62,100 - $93,200•Onsite

About The Position

At WGU, we are committed to creating exceptional digital experiences that help prospective students navigate their educational journey with confidence. The Conversion Rate Optimization Specialist plays a key role in improving website performance by developing and executing optimization strategies that increase engagement, improve user journeys, and drive measurable conversion outcomes across the site. The Conversion Rate Optimization Specialist partners with cross-functional teams across Marketing, Web Operations, SEO, Paid Media, Analytics, and Content to optimize customer journeys throughout WGU's digital ecosystem. This role is responsible for identifying opportunities for conversion improvement, defining and testing hypotheses, analyzing user behavior, and ensuring content and website experiences are aligned with strategic goals and key performance metrics. Reporting to the Sr. Manager of Web Operations, the Conversion Rate Optimization Specialist will independently lead optimization initiatives, translate data into actionable recommendations, and collaborate with stakeholders to create seamless experiences that move prospective students through their journey.

Requirements

Knowledge of and experience with conversion rate optimization methodologies and best practices.
Proven track record of driving successful outcomes through customer journey optimization and improved website conversion rates.
Strong understanding of content strategy principles and tactics.
Strong analytical and data-driven decision-making skills.
Experience using web analytics platforms to identify optimization opportunities and customer insights.
Strong communication skills and the ability to collaborate effectively across teams.
Creative mindset with a passion for improving digital experiences.
Bachelor’s degree preferred.
2+ years of in-house or agency experience within a successful web business, driving conversion improvements.
Confidence using web analytics in driving improvement ideas from customer journey insights.
Team player with an attitude of collaboration with other teams.

Nice To Haves

Experience partnering with cross-functional digital marketing teams.
Experience conducting traffic analysis and conversion analysis to support optimization strategies.
Demonstrated ability to balance strategic thinking with hands-on execution.
Relevant combination of education and professional experience may be considered where applicable.

Responsibilities

Partner with content teams to establish website goals and ensure best practices are consistently followed.
Monitor website content and user experiences, identifying opportunities to optimize pages, flows, and conversion pathways.
Analyze and map customer journeys, defining page purposes and aligning experiences to audience needs at each stage.
Collaborate with SEO, Website, and Paid Media teams to ensure audience targeting, calls to action, and journey progression are aligned.
Monitor website analytics and partner with analytics teams to understand user behavior and performance trends.
Develop hypotheses and lead conversion rate optimization initiatives from analysis through implementation.
Review and approve current and future website pages to ensure strategic alignment with conversion goals and overall user experience.