UX/UI Conversion Specialist

Kapitus•Arlington, VA

About The Position

Kapitus is seeking a data-driven, user-focused UX/UI Conversion Specialist to join its Marketing team. The role owns the design, development, and ongoing optimization of landing pages, lead capture forms, and conversion pathways, with the goal of converting traffic into qualified leads and improving prospective customers’ digital experience. This hands-on position combines design and analysis, using user behavior insights and performance data to create measurable improvements. The specialist will lead conversion rate optimization across digital touchpoints; plan and report on experiments and CRO performance; design, build, and maintain WordPress landing pages; and design and optimize forms integrated with HubSpot and Salesforce. The role also applies UX/UI principles, accessibility standards, testing, and analytics to conversion assets, while collaborating with marketing, sales, operations, and development stakeholders. Remote candidates may be considered if they reside in a state where Kapitus or a subsidiary has an established physical presence.

Requirements

Bachelor's degree in UX/UI Design, Marketing, Human-Computer Interaction, or a related field, or equivalent professional experience.
At least 5 years of experience in UX/UI design, conversion rate optimization, or digital marketing, with a strong focus on landing pages and lead generation forms.
Demonstrated success improving conversion rates through data-informed design and structured experimentation.
Proficiency in WordPress, including page building, plugin integration, and CMS troubleshooting.
Strong UX/UI design skills and experience creating wireframes, prototypes, and high-fidelity mockups using Figma, Adobe XD, or equivalent.
Experience integrating and configuring WordPress plugins and third-party tools to extend landing page and form functionality.
Understanding of A/B and multivariate testing methodologies and platforms such as Google Optimize, VWO, or equivalent.
Proficiency with Google Analytics 4 and HubSpot.
Experience using user behavior analytics tools such as Hotjar, Microsoft Clarity, or equivalent.
Strong understanding of human behavior, persuasive design, and cognitive principles as applied to digital experiences.
Strong analytical skills and ability to interpret data, draw conclusions, and make evidence-based decisions.
Excellent communication and collaboration skills, including presenting design rationale and test findings to non-technical stakeholders.
Organization and attention to detail, with ability to manage multiple projects and priorities.

Nice To Haves

Experience with Salesforce.
Working knowledge of HTML/CSS and ability to make minor front-end edits without developer support.
Familiarity with accessibility standards (WCAG) and mobile-first design principles.

Responsibilities

Own the strategy and execution of the conversion rate optimization program across landing pages, lead capture forms, and application entry points.
Develop and maintain a testing roadmap, prioritizing experiments based on traffic, business impact, and behavioral insights.
Analyze conversion funnels to identify friction, drop-off patterns, and optimization opportunities.
Use data, heatmaps, session recordings, and user behavior analysis to inform UX and design decisions.
Coordinate with the Lead Generation team to align conversion pathways with campaign sources, audience segments, and sales division needs.
Establish and report on CRO KPIs, including page conversion rate, form completion rate, cost per lead, and A/B test performance.
Design, build, maintain, and optimize conversion-focused landing pages in WordPress.
Translate campaign briefs, audience insights, and brand guidelines into landing page experiences.
Scope, source, and integrate WordPress plugins, third-party tools, and custom functionality.
Ensure landing pages are mobile-optimized, fast-loading, and technically sound across devices and browsers.
Manage landing pages from concept and design through development, QA, launch, and post-launch optimization.
Maintain tested, reusable landing page templates and components.
Design and optimize lead capture forms to reduce friction, improve completion rates, and maintain data quality.
Apply UX principles to form structure, field sequencing, microcopy, and visual design; test form length, field types, CTAs, progressive profiling, and conditional logic.
Ensure forms integrate properly with HubSpot and Salesforce, including field mapping, lead routing, and data capture.
Partner with sales and operations stakeholders to balance form completeness with user experience and conversion efficiency.
Apply UX/UI principles to digital conversion assets and conduct audits of pages, forms, and conversion flows.
Develop wireframes, prototypes, and design mockups to communicate concepts and gather stakeholder feedback.
Use human behavior, cognitive load, visual hierarchy, and persuasive design principles in design decisions.
Ensure designs meet WCAG accessibility standards and support inclusive experiences.
Design and execute A/B and multivariate tests on landing pages, forms, CTAs, and other conversion elements.
Use GA4, HubSpot, and other analytics and behavior tools to monitor performance and produce actionable insights.
Translate test results and performance data into recommendations and implement winning variations.
Build and maintain dashboards and reports for marketing leadership and cross-functional stakeholders.
Keep current with CRO methodologies, UX trends, and emerging tools.
Collaborate with Lead Generation, Content, and AI & Brand Visibility teams to align conversion assets with campaign goals and audience strategies.
Work with sales division stakeholders to understand customer profiles, objections, and journey nuances.
Work with internal and external development resources to scope and implement landing page functionality.
Contribute to broader website optimization with marketing and technology stakeholders.

Benefits

Competitive base salary range of $62,800–$100,800.
Eligibility for annual incentive compensation of up to 10%.
Medical, dental, and employer-paid vision plans through UnitedHealthcare, with multiple coverage levels.
UnitedHealthcare perks including Sweat Equity, Calm App subscription, UHC rewards, Real Appeal, and Quit For Life.
Flexible Spending Account for eligible medical, dental, vision, pharmacy, or dependent care expenses.
Employer-sponsored Lifestyle Spending Account for physical, mental, and financial well-being expenses.
Company-paid basic short-term and long-term disability insurance and vision insurance.
Voluntary supplemental life insurance and enhanced short- and long-term disability coverage; Colonial accident and hospitalization insurance options.
Company-paid maternity and parental leave beyond state-mandated policies.
Pre-tax commuter benefits for parking and commuting expenses.
LifeBalance membership discounts on outdoor activities, arts, health, and fitness.
Pet and car insurance discounts.
LegalShield financial services.
Relaxation and stress management tools.
Plum Benefits discounts on shows, travel, car rentals, and more.
Tuition reimbursement up to $5,000 annually, plus relevant conference and career development opportunities through Kapitus Academy.
Travel reimbursement for work-related travel.
Paid time off and sick time.
401(k) through Fidelity, with a company match of 25% of contributions up to 6% of annual salary.