Senior Digital Optimization Analyst (Website)

📋 Description

• • At Constant Contact, we are a team of passionate individuals who embody the mindset, integrity, and courage of small business owners, driven by the profound reward of empowering others to pursue their dreams. We are seeking a detail-oriented, data-driven Senior Digital Optimization Analyst (Website) to significantly enhance our digital presence and elevate marketing effectiveness across all channels. This pivotal role is responsible for conducting in-depth analyses of website behavior, conversion funnels, and user experience to uncover critical opportunities that will drive business growth, improve overall website performance, and enrich the customer journey.
• • The ideal candidate possesses a strong aptitude for translating complex data into clear, actionable insights. They should have a solid understanding of modern marketing analytics tools and excel in collaborative environments, working seamlessly with cross-functional teams including marketing, product, engineering, and design. This is a hybrid position, requiring presence in our Waltham, MA office on Wednesdays.
• • Website Performance & Journey Analytics:
• • Drive comprehensive analysis of website performance, meticulously mapping user journeys and scrutinizing key funnel metrics such as traffic acquisition, user engagement, conversion rates, and customer retention.
• • Conduct detailed analysis of landing page performance, identifying specific optimization opportunities to boost conversion rates (CVR) and enhance user engagement.
• • Perform ongoing audits of website tagging implementation, tracking accuracy, page load times, and user behavior patterns to ensure data integrity and optimal performance.
• • Collaborate closely with UX designers and product teams, leveraging data-driven insights to inform and prioritize roadmap development, ensuring user-centric enhancements.
• • Conversion Rate Optimization (CRO):
• • Develop, manage, and execute a continuous testing program, including A/B tests, multivariate tests, and landing page experiments, in close collaboration with the site experience team.
• • Formulate data-backed hypotheses, prioritize testing initiatives based on potential impact, build robust experiments, and rigorously analyze results to identify friction points and improve conversion funnels.
• • Partner effectively with development and marketing teams to ensure the accurate implementation and validation of CRO experiments, driving iterative improvements.
• • Maintain a centralized, accessible repository of all test results and key learnings, fostering institutional knowledge and accelerating future optimization efforts.
• • Tracking, Tagging & Data Quality:
• • Work in tandem with MarTech and engineering teams to guarantee the precise setup and ongoing maintenance of tracking pixels, conversion events, and user pathways across the website.
• • Proactively monitor the impact of cookie consent mechanisms and evolving privacy regulations (such as GDPR/CCPA) on data integrity and tracking accuracy, ensuring compliance and data reliability.
• • Serve as a power user and manage requirements for critical analytics platforms including Google Analytics (GA4), Tealium, or similar tools essential for conducting effective and insightful analyses.
• • Ensure consistent and accurate data across all reporting systems, diligently troubleshoot any discrepancies, and recommend and implement necessary fixes to maintain data integrity.
• • Reporting & Insights:
• • Define the necessary data structures and analytical frameworks required to answer key business questions, partnering with platform and engineering teams for their development and implementation.
• • Build clear, compelling, and visually engaging reports and presentations that effectively highlight key insights, emerging trends, and actionable recommended strategies.
• • Present regular performance updates and strategic recommendations to a diverse range of cross-functional stakeholders and senior leadership, ensuring alignment and informed decision-making.
• • Cross-Functional Collaboration:
• • Foster strong partnerships with marketing managers, product teams, designers, and engineering to co-create insight-driven solutions that address business challenges and opportunities.
• • Provide data-backed input and recommendations to inform website strategy, SEO improvements, and critical messaging decisions, ensuring a cohesive and effective digital presence.
• • Support broader marketing strategy initiatives by analyzing the website-specific impact of marketing campaigns and the performance of various traffic channels, providing a holistic view of marketing effectiveness.