Manager, Conversion Rate Optimization

Dental Care Alliance•, FL

About The Position

The Manager, Conversion Rate Optimization (CRO) leads experimentation and conversion improvement for Dental Care Alliance’s digital patient acquisition experiences across locally branded general and specialty dental practices. Reporting to the VP, Patient Acquisition, this hands-on role uses quantitative and qualitative evidence to identify friction, develop hypotheses, design and execute tests, and improve the conversion of prospective-patient demand into qualified contacts and booked appointments. The role partners with Operations and Analytics to understand how appointments translate into completed new-patient visits and financial results. The position will contribute to DCA’s planned 2027 website rebuild by ensuring conversion principles, measurable user journeys, testing capabilities, and local-market flexibility are incorporated from the outset. Success requires strong analytical judgment, disciplined experimentation, technical fluency, and cross-functional influence.

Requirements

Bachelor's degree in Marketing, Analytics, Business, Human-Computer Interaction, or a related field; an equivalent combination of education and directly relevant experience may be considered.
At least 5 years of hands-on digital conversion optimization, growth experimentation, digital analytics, or closely related performance marketing experience, with demonstrated responsibility for implementing and assessing tests.
Ability to use GA4 and website analytics, funnel analysis, experimentation platforms, and qualitative or behavioral research to identify problems and translate findings into measurable improvements.
Working understanding of experimental design, sample-size and statistical-significance considerations, test validity, segmentation, and clear communication of uncertainty and results.
Experience optimizing lead-generation journeys, including landing pages, calls to action, forms, phone interactions, or appointment and booking flows, with attention to lead quality and downstream conversion.
Ability to partner effectively with developers, designers, analysts, media experts, and operational stakeholders.
Strong project execution, prioritization, documentation, and business communication skills.

Nice To Haves

Experience in dental, healthcare, veterinary, or another regulated, multi-location consumer service organization with distinct local brands and practice-level growth needs.
Experience designing experimentation programs across large site portfolios, multiple markets, specialties, or complex booking and lead-routing environments.

Responsibilities

Own the CRO strategy, test backlog, prioritization, and measurable optimization roadmap for acquisition-focused websites, landing pages, and digital appointment pathways.
Analyze the online acquisition journey, from traffic source and landing-page engagement through calls, forms, online scheduling, and booked appointments; distinguish actual friction from tracking gaps or unavailable appointment inventory.
Use analytics, funnel analysis, user behavior research, call and form insights, accessibility findings, and approved user feedback to identify opportunities, segmenting findings as appropriate by practice, specialty, market, device, channel, and patient intent.
Lead end-to-end A/B and multivariate testing where appropriate, including hypothesis development, experience requirements, test design, quality assurance, launch, monitoring, interpretation, and documentation of learnings.
Define primary and guardrail metrics, audience eligibility, minimum detectable effects, traffic requirements, and stopping criteria; apply sound statistical methods and distinguish directional findings from validated results.
Partner with internal teams and approved development and testing vendors to implement variations in landing pages, calls to action, navigation, patient forms, contact options, trust signals, and scheduling flows.
Partner with the Director, Digital Experience & Web Strategy to establish conversion requirements, measurement specifications, and experimentation capabilities for the 2027 multi-site website rebuild.
Provide data-informed input on reusable templates, practice and specialty service pages, mobile journeys, form and call interactions, appointment entry points, and local content variations.
Collaborate on pre-launch usability and conversion quality assurance, phased rollouts, migration monitoring, and post-launch optimization while helping protect existing patient demand and organic and paid acquisition performance.
Define and maintain practical CRO scorecards covering visit-to-qualified-lead conversion, call, form, and booking pathway performance, booking conversion, completed new-patient visits, and incremental financial contribution where data supports it.
Partner with the VP, Patient Acquisition, who owns acquisition reporting and attribution infrastructure, and with IT, Operations, and Analytics resources to validate event instrumentation, funnel definitions, tracking accuracy, and downstream appointment data.
Distinguish new-patient demand from existing-patient activity, identify duplicate or low-quality conversion events, and avoid treating platform or web analytics attribution as definitive evidence of incremental revenue.
Coordinate with Operations, Scheduling, Clinical Leadership, and local field marketing teams on conversion issues spanning digital and human touchpoints, while recognizing their responsibility for access, staffing, booking processes, and care delivery.
Follow approved Legal, Compliance, Privacy, Security, and Technology processes for website tracking, testing tools, consent, patient information, clinical and promotional claims, third-party scripts, and data collection; maintain working knowledge of HIPAA-related digital risks.
Protect accessibility, usability, speed, security, brand standards, and patient trust when designing tests or recommending changes to patient-facing experiences.