Job Description:
Job Purpose : Lead – Web Analytics will lead the web analytics team and site optimization to drive higher conversions and commerce.
ABFRL has wide range of digital commerce platforms across websites, apps, kiosks & chatbots.This position is responsible to implement & maintain analytics tools, measure performance of ABFRL platforms and identify areas to improve. The candidate would also be responsible for AB testing software and rollout of these tests across brands
This role will focus on
Job Purpose : Lead – Web Analytics will lead the web analytics team and site optimization to drive higher conversions and commerce.
ABFRL has wide range of digital commerce platforms across websites, apps, kiosks & chatbots.This position is responsible to implement & maintain analytics tools, measure performance of ABFRL platforms and identify areas to improve. The candidate would also be responsible for AB testing software and rollout of these tests across brands
This role will focus on
- Drive Website Tracking Strategy and ensure accurate implementation of analytics tools like Google Analytics, Adobe Analytics and others
- Use web analytics tools to monitor performance and conversion of websites & apps of various ABFRL brands and report to brands the performance
- Provide brands and product detailed understanding of how users engage with ecommerce platforms and collaboratively identify areas for improvement in KPIs like bounce rate, usability, time on page, page/scroll depth, average session duration, click-through rate and other KPIs.
- Provide conversion improvement recommendations and insights to ABFRL brand & product managers for addition into product roadmaps
- Manage a CRO roadmap to plan, orchestrate, execute, and analyze A/B and multivariate tests to improve on-site conversion rates.
- Support Brand Digital Marketing teams with insights into performance of digital campaigns
- Data-driven and deeply analytical mindset with a business acumen.
- Strong problem-solving skills and very good time and team management skills.
Key Result Areas
Supporting Actions
Provide insights into Website & App interactions
- Provide brands and product detailed understanding of how users engage with ecommerce platforms and collaboratively identify areas for improvement in KPIs like bounce rate, usability, time on page, page/scroll depth, average session duration, click-through rate and other KPIs.
- Drive Website Tracking Strategy and ensure accurate implementation of analytics tools like Google Analytics, Adobe Analytics and others
- Fix any incumbent defects in implementation of these tools
- Work with Data Warehouse & Analytics team to store the critical interactions into the warehouse
Identify CR improvement areas
- Be the in-house expert on all things related to conversion rate optimization
- Ensure we have the data needed to understand user behavior as it pertains to tracking
- Analyze the data to provide insights into conversion drops and provide recommendations on the same
- Build a roadmap of CRO recommendations
- Work with Product & design teams on implementation of these recommendations
Setup AB & MVT testing for new functionality
- Be in-house expert on AB testing & MVT testing to enable proper measurement of new features
- Scale up features that win to improve CR
- Leverage personalization tools to build better user engagement
Digital Marketing support
- Report back to the brands on Digital marketing campaign management & results
- Communicate insights and suggest improvements based on the data
Qualifications:
B.E/B.Tech,Any Graduate
Minimum Experience Level:
6-9 Years
Report to:
Assistant Vice President
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