Conversion Optimisation Analyst

Wickes are a digitally led, service enabled organisation with a project in every home.

Here at Wickes we are looking for a Customer Conversion Analyst to enable the business to make data driven decisions through the provision of accurate reporting and actionable insight. 

You will develop a customer audience strategy to maximise customer value. They will work closely with other Wickes teams such as Customer Insight, Development teams, CRM and Marketing and utilise several measurement practices, but primarily rely on continual controlled experiments through Google optimise as our primary ‘source of truth’ in measuring marketing investment return and customer experience. 

The role requires the ability to research, hypothesise, prioritise, test and implement new initiatives to provide the best possible experience to improve customer experience across our core customer segments; DIY, Trade and Do-it-for-me. You will play a key part in developing improvements across the site to grow performance across all digital touch-points. 

Key Accountabilities:

• Consumers now have many devices and can interact with our site on all of them. When they decide to make a purchase we need to be able to understand and compare conversion rate and goal value by channel. 

• Prioritise high return opportunities to increase customer profit through data analysis and a systemic experimentation approach.

• Keep a close eye on the shift in conversion between platform devices over time and make sure our marketing efforts are inline with the shift. Regular testing can use these user trends to capitalise on conversion increase opportunities. 

• Develop optimal templates for relevant channels (e.g. email, onsite) to balance personalised messaging and personalised content to increase customer frequency and engagement.

• Collaborate with and utilise the wider Marketing team, to implement the Audience strategy in order to maximise customer acquisition and customer Lifetime Value.

• Able to identify root cause of worsening engagement rates, segment data for traffic source (organic and paid). 

• Able to Identify leakage in the conversion funnel and make improvements on the customer experience.  

• Build strategies and roadmaps ensuring customer based decisions are being made.

• Track users who change payment methods (ie. Paypal and other payment types)

• Calculate the £ impact of UX improvements. 

What are we looking for:

• Proven track record of creating and executing a Customer Audience strategy across multiple communication channels. 

• Exceptional analytical and problem-solving skills, using relevant data to inform decision making and achieve the best outcome for the business. 

• Have a good understanding of tools used within CRO such as Google Analytics, Hotjar and Optimize

• Excellent communication skills, with the ability to engage and influence stakeholders across all levels and functions, internally and externally. 

• Experience of working in a fast paced, ever changing environment.

• Proven ability to multi-task several sometimes conflicting priorities. 

• A customer and results focused mindset.

• A passion for testing, data and UX that can inspire wider teams and the business. 

• Experience in Root Cause Identification, Report development.

What can we offer you?

You’ll be supported with fantastic learning and development and have the opportunity to grow and develop your career with us 

We’ll also equip you with a benefits package that includes 

• Competitive bonus

• Save-as-you-earn scheme

• Contributory pension scheme

• Colleague discount 

• Discount platform including savings and cash back at numerous retailers, savings on gym membership, cycle to work scheme

Our widely recognised wellbeing strategy is something we’re proud of at Wickes. As part of this, we offer a range of health and wellbeing benefits and support, including an Employee Assistance Programme, financial education & loans, and access to parental, menopause and fertility support. 

We have recently re-opened our Support Centre in Watford, where our Commercial team are based, along with our other support functions.  We recognise the value of bringing our teams together to collaborate, support each other and build on our amazing culture.  We are also encouraging our teams to work flexibly, with a blend of remote / office working. 

About Us: 

Wickes is a multi-channel retailer operating in the home improvement market.  With 40 years in industry, Wickes now generates revenue in excess of £1.3Bn across 230 stores delivered by 8,000+ colleagues.  

But it is the Wickes’ culture that is considered its best kept secret; it’s a collaborative, down to earth, fun and inclusive environment where people feel part of a winning team. All our colleagues come from different backgrounds, but what we all have in common is a determination to succeed and a passion for being the best we can be. If that sounds like you, we’ll make you feel right at home.