Director of Conversion Rate Optimization

LawnStarter•Austin, TX

4d•Remote

About The Position

LawnStarter is seeking a Director of Conversion Rate Optimization to lead their conversion engine. This role is crucial for expanding the company's offerings beyond lawn care to become a comprehensive home services marketplace. The Growth team, responsible for the entire customer acquisition funnel, is building a rigorous experimentation program, and this position will be the primary executor driving the visit-to-customer rate. The Director will own landing pages in Webflow, conduct A/B tests using VWO, and leverage AI, Tableau, and Hotjar for optimization. This is a hands-on role with no engineering dependency, requiring production-grade Webflow and VWO skills. The initial focus is on a solo operator model, with the expectation to build, prove value, and design a scalable function for the future. Key responsibilities include owning conversion performance across landing pages and the booking funnel, managing Webflow architecture for scalability, developing and executing an experimentation roadmap, and integrating AI into the testing workflow. The role involves solving challenges related to moving the visit-to-customer rate, capitalizing on the Webflow migration for marketing control, and embedding AI into all stages of the experimentation process.

Requirements

Proficiency in Webflow, spending most time building pages.
Production-grade Webflow and VWO skills.
Ability to identify friction points through screen recordings, customer calls, and sales emails, and implement fixes independently.
Statistically sharp, with a point of view on appropriate testing methodologies (e.g., two-tailed p-tests).
Experience using AI for hypothesis generation, variation copy, and analysis acceleration daily.
Ability to launch tests rapidly and capture learnings.
Strong understanding of statistical concepts, including catching underpowered tests, peeking, and interaction effects.
Ability to explain results to non-technical stakeholders.
No engineering support is needed; the candidate must be the implementation layer.

Nice To Haves

Documenting methodology standards for the team will be an early contribution.
Designing the function and making the case for headcount.

Responsibilities

Own conversion performance, specifically visitor-to-lead on landing pages and lead-to-customer in the booking funnel.
Manage Webflow and landing page architecture, including paid landing pages, organic city/near-me pages, and CMS structure.
Develop and execute a multi-quarter testing roadmap for the acquisition funnel.
Build and manage an AI-accelerated testing workflow for hypothesis generation, analysis, and variation content.
Design the model for the experimentation function, outlining team structure, tooling, and processes for scaling.
Move the visit-to-customer rate by optimizing both visitor-to-lead and lead-to-customer conversion.
Capitalize on the Webflow migration to gain marketing control over production pages and implement conversion optimization.
Embed AI into hypothesis generation, result analysis, and variation content creation.