The Lead - A\B Test is primarily responsible for driving growth of the content function by conducting tests to increase customer engagement, retention, and conversion for the e-commerce division of the Landmark Group. The candidate will be expected to identify gaps, form a hypothesis, set up experiments, analyze the success of the tests, and implement the learnings in day to day responsibilities. The candidate will also be expected to constantly analyze content performance based on relevant metrics and report back to the management.
Responsibilities / Job role
• Identify test KPIs (CTR, Add to Carts, Conversion) needed for test analysis, understand the test setup, data collection needs
• Form hypothesis and set up tests on all content touchpoints including on-site individual banners, complete landing pages, and emailers, on desktop, mobile, and apps across all territories
• Form hypothesis and set up tests of the product imagery on the category page and product page to drive an increase in CTR and Add to Carts.
• Constantly analyze data through GA and other tools to determine overall growth of the content function
• Drive proper A\B analysis with statistical certainty and perform quantitative studies to answer test result drivers
• Ideate more complex tests from an analytical and insightful reporting perspective
• Objectively deliver testing insights and help create a culture of data-driven decision making
• At the completion of tests, build timely, compelling, fact-based test recaps that strongly communicate the business ‘story’ behind the data and test outcomes
• Identify successes, failures, trends, and effectively communicate these findings to the organization. If test results are positive – analyze KPI improvements in p A\B test rollouts; if results are negative – perform driver analysis to recommend the next iteration of that test
• Collaborate with internal and external stakeholders on a day to day basis to perform all the duties
• Collaborate with cross-functional partners to develop clear and measurable business and testing objectives and define test KPIs (financial and engagement metrics)
• Present weekly report of content performance against KPIs to the management
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