Director of Conversion Rate Optimization

LawnStarter • New York, NY

5d • Remote

About The Position

LawnStarter is the nation's leading on-demand marketplace for lawn care and outdoor services, with over $100M in annual bookings. We're expanding beyond lawn care to become the one-stop shop for all home services — and building a world-class conversion engine is our next major bet in that direction. The Growth team owns the full customer acquisition funnel — from ad click to first completed service. We acquire 150,000+ new customers per year across paid, organic, and partner channels. Our CMO owns the visit-to-customer rate, and every point of improvement flows directly to revenue. We're building a rigorous experimentation program across the acquisition funnel, and this role is the person who makes that real. The challenge is that while experimentation works and a testing program, methodology standards, a learning repository, and a coordination layer exist, no one owns it full-time. Meanwhile, we're migrating our landing pages to Webflow, which gives us full control over the pages that receive all inbound traffic — no engineering dependency, no sprint queues. The opportunity is massive, but only if there's a dedicated person behind the wheel. You are the conversion performance engine for LawnStarter. You own the landing pages in Webflow, build and run A/B tests in VWO, and use AI, Tableau and Hotjar to find the next thing to test. You report to the CMO and are the primary executor moving the visit-to-customer rate — the metric that matters most for growth. This is not a strategy-and-slides role. You build variations yourself, configure goals yourself, debug tracking yourself, and ship yourself. You have no engineering support and you don't need it. Your Webflow and VWO skills are production-grade. Today this is a solo operator role. The expectation is that you build the program, prove the value, and design the function that scales it.

Requirements

• Lives in Webflow. You spend most of your time building pages, not reading reports. Webflow is your production environment, not a design tool. You find friction through screen recordings, customer calls, and sales emails — then you ship the fix yourself.
• Statistically sharp. We currently use two-tailed p-tests and build our own Tableau dashboards to call tests. You should have a point of view on when that's the right approach and when it's not. One of your first contributions will be documenting methodology standards for the team.
• AI-native. You use AI for hypothesis generation, variation copy, and analysis acceleration — every day, not occasionally. If you describe AI as something you're "exploring," this isn't the role.
• Ships fast. You measure weeks in tests launched and learnings captured, not decks delivered. You'd rather run the test and learn than plan it perfectly.
• Gets the stats right. You catch underpowered tests, peeking, and interaction effects. You know when NOT to test. You can explain results to a non-technical stakeholder without losing them.
• Production-grade Webflow and VWO skills.
• No engineering support needed.

Nice To Haves

• This starts as a solo operator. You'll design the function and make the case for headcount, but Year 1 is about proving the model yourself.

Responsibilities

• Own conversion performance — visitor-to-lead (landing pages you control directly) and lead-to-customer (booking funnel you optimize via testing). These two levers compound into the visit-to-customer rate.
• Own Webflow and landing page architecture — paid landing pages, thousands of organic city/near-me pages across all brands and services, and the CMS structure that makes them scalable without engineering. You own conversion optimization across the entire landing page surface area.
• Own the experimentation program — a multi-quarter testing roadmap for the acquisition funnel, from ad click to first completed service. You build the methodology, run the tests, and feed learnings back into the next cycle.
• Own the AI-accelerated testing workflow — use AI for hypothesis generation from behavioral data, result summaries within 24 hours of test completion, and variation copy/design briefs that increase test throughput.
• Own the experimentation function model — by end of Year 1, you've documented the team structure, tooling stack, and processes needed to scale from solo operator to a repeatable function.

Benefits

• Competitive salary of $160,000-$180,000
• Equity: Every point of conversion improvement flows directly to revenue across all brands. We want you invested in the long-term outcome of the experimentation program you're building.
• Medical, dental, and vision
• Fully remote: Work from anywhere in the US
• Unlimited PTO: Focused on outcomes

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed