The client:
My client is the business growth and destination agency for London. They support high-growth businesses to scale and develop London as a destination to attract visitors and events.They are a social enterprise funded by grants, partners and our portfolio of commercial ventures.
They operate major London tourism brands, are the founder of London Tech Week and run two award-winning programmes for start-up companies.?In a typical year, they support thousands of businesses, win hundreds of events, book over a quarter of a million hotel beds and engage millions of visitors on their digital channels.
Summary of role:
As their eCommerce Manager, you are responsible for the overall website design and UX, balancing both conversion and SEO goals to maximise income whilst managing the long-term health of the website.
Responsibilities will include:
- Develop and execute data-driven strategies that capitalise on their growing number of users to engage and optimise funnel entrances. Utilise tools and insights to pinpoint barriers and to maximise performance across mobile, desktop and app.
- Work alongside our suppliers to optimise the checkout journey(s) to maximise user conversion and re-activation, while underpinning income growth through logical and well presented product upsell and cross-sell.
- Determine what content to personalise for our high value audiences and provide clear specifications for the content team. Continuously test ways to refine our content personalisation, both for our English and foreign language sites, embedding those methods that are the most effective, to further grow income.
- Specify which products to promote for the content team in order to maximise income from high margin products.
- Shape a rigorous long-term testing plan, backed by a clear methodology for implementing A/B and multi-variant tests. Manage our testing software provider to ensure suitability, output and value for money. Project manage the execution of all tests, drawing in the necessary design and content changes. Keep our brand guidelines, UI, UX, SEO and accessibility in mind when determining our tests. Log the details and performance of all tests, setting out recommendations for further testing. Communicate testing plans, share results and next steps in a timely manner.
- Own the Commerce roadmap. Align the roadmap to the growth team's high level roadmap and other manager's roadmaps.
- As an active member of the customer success team, specify our priorities connected with optimising our white-label site(s) with our suppliers and secure their commitment and resource allocation. Work with our Commercial Manager to ensure the agreed deliverables are met on time and to standard.
- Research audiences and users to build out personas. Alongside our Commercial Manager identify opportunities to enhance our product offering, price competitors and conversion.
- Carefully consider how our brand is positioned within the market and how our content and pricing supports this positioning. Provide clear guidance to the content team on how to reflect our brand's trust and integrity through our content and messaging.
- Lead the ongoing development and evolution of visitlondon.com, with particular focus on mobile, to support SEO best practice, meet user expectations and deliver outstanding customer experience.
- Maintain the app as a user acquisition and conversion channel. This includes procuring and managing the app agency, their development roadmap and the associated budget.
- Support the development of our pricing strategy. Work with the Commercial Manager to test different price points and gauge their impact on conversion and income generation.
- Work with the Senior Email Marketing Manager to explore and assess ways to grow our email database and segment users who are most likely to buy, whether for the first time or a repeat basis.
- Present how your work has performed and the impact on our strategic aims.
- Stay informed about industry trends, market dynamics, and competitive landscape. Learn from how other organisations optimise conversion and recommend new techniques that we implement within the app.
Essential Competencies/ Knowledge and Skills required for the role:
- Highly analytical with the ability to identify high value opportunities and actionable insights
- Ability to gather, analysis and interpret multiple sources of data
- Mapping customer journeys
- Persistent and restless in seeking incremental improvements
- Good communication skills
- Ability to present complex concepts and data in a way that everyone can understand
- Highly organised and methodical, with highly attuned attention to detail
- Competent user of CRO testing tools e.g. Google Optimise and Hotjar and analytics tools, largely Google Analytics
- Strong project management and ability to prioritise, whilst remaining flexible
- Strong knowledge of ecommerce and funnel management
- Results-orientated and ability to demonstrate impact on improving conversion, as well as growing income and profitability
- Understand how to influence user behaviour and the stimulus for triggering action
- Writing detailed functional and technical requirements for developers
- Ability to keep up with the latest digital trends and recommend how we can learn from others