Based in London and part of the CX and Experimentation team, the Senior Conversion Rate Specialist will be driving the enhancement of its direct-to-consumer (D2C) business through improving conversion rates across its digital platforms. This role focuses on optimising user experience, increasing customer engagement, and driving revenue growth through conversion rate optimisation strategies.
What does the job involve?
- Conversion Planning: Develop testing roadmap alongside the Experimentation Manager, ensuring that customer outcomes associated with experimentation are in line with our regulatory obligations.
- Conversion delivery: Design and execute A/B and multivariate tests according to agreed roadmap to optimise website elements, user journeys and conversion funnels.
- Conversion Insight: Complete all test analysis, communicating insights to internal stakeholders. Provide regular updates on progress and performance metrics to ensure transparency across the wider business.
- Experimentation platform expert: Become platform super user, able to independently develop tests and metrics on the platform through to delivery.
- Website Analytics: Monitor and analyse website and digital performance using web analytics and customer feedback tools including but not limited to Contentsquare, GA4, and GetFeedback.
- Translate these insights into actionable recommendations, identifying testing opportunities and iterations to inform the test backlog.
- User Experience Enhancement: Work with UX/UI designers and developers to implement user-friendly design principles and improve the overall digital experience.
- Cross-functional Collaboration: Collaborate with marketing, product, technology and UX teams to execute testing roadmap. Be the key point of contact with these teams to gather requirements that support and enhance their activity and strategy.
- Third-party management: Manage the working relationship with third parties to support the experimentation agenda, delivering on agreed tests and analyses.
- Industry Research and Best Practices: Stay up-to-date with industry trends, emerging technologies, and best practices in conversion optimisation, UX/UI design, and digital marketing.
- Evaluate competitor websites and benchmark performance to identify opportunities for differentiation and innovation.
What we’re looking for:
- A hard-working individual, who demonstrates a strong worth ethic and willingness to learn quickly.
- Strong communication skills, with the ability to interpret and translate concepts into clear written briefs and designs.
- High attention to detail.
- Someone who works well in teams both and independently.
What you’ll bring:
- Previous experience of designing and executing conversion optimisation tests
- Strong practical understanding of web technologies and HTML
- Familiar with optimisation tools and platforms, preferably Webtrends Optimize and Optimizely preferable
- Experience using data analytics tools, preferably Contentsquare and GA4
- Awareness and understanding of UX & CX design principles
- Experience working with web developers
- Competent in JavaScript and Google Tag Manager
- Advanced Excel skills
About AJ Bell
AJ Bell is one of the UK’s fastest-growing investment platform businesses, providing award-winning solutions for everyone, from professional financial advisers to first-time investors.
Today, over 723,000 customers trust us to manage more than £108.7 billion of assets. By continually striving to make investing simpler and more accessible, we’re helping more people take control of their financial futures.
We’re proud to be recognised as one of the UK’s Best 100 Companies to Work For for six consecutive years, and a Great Place to Work® in 2025 and 2026 a reflection of our supportive and collaborative culture.
What we offer
- 26 days holiday, increasing with service + buy/sell scheme + bank holidays
- 7% Pension with matched contributions
- Discretionary bonus scheme
- Share schemes (including free shares and BAYE)
- Health Cash Plan and discounted private healthcare
- Enhanced family leave (subject to qualifying criteria)
- Travel and bike loan schemes
- Employee Assistance Programme
Life at AJ Bell
- Regular social events including summer and Christmas parties
- Learning and development opportunities tailored to you
- Casual dress code
- Friendly, supportive team environment
Our ways of working
We offer hybrid working, with a minimum of 50% of your working time per month spent in the office.
For new starters, there’s an initial period of full-time office working to help you settle in and build relationships.
Inclusion & diversity
We’re committed to creating an inclusive environment where everyone feels respected and able to be themselves at work.
We welcome applications from all backgrounds and make hiring decisions based on skills, experience, and potential.
Skills Required
- Experience designing and executing conversion optimisation tests
- Practical understanding of web technologies and HTML
- Familiarity with optimisation tools and platforms
- Experience using data analytics tools
- Understanding of UX & CX design principles
- Experience working with web developers
- Competent in JavaScript and Google Tag Manager
- Advanced Excel skills
What We Do
AJ Bell was formed in 1995 and is now one of the leading online investment platforms in the UK. We provide customers and advisers with wide investment choice, low-cost delivery, market leading online functionality and first class service to help them manage investment portfolios within SIPPs, ISAs and Dealing accounts. We are a fast growing and profitable company, with over 484,000 customers and £76.2 billion of assets under administration. We are part of the FTSE 250 on the Main Market of the London Stock Exchange.
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