Job Description
Conversion Rate Optimization (CRO) Specialist
Department: Marketing
Employment Type: Full Time
Location: California
Compensation: $85,000 - $140,000 / year
We are a prominent and growing Personal Injury Law Firm based in Newport Beach, CA, seeking a data-driven Conversion Rate Optimization (CRO) Specialist to help turn digital traffic into qualified leads, consultations, and signed cases.
This role is ideal for someone who understands that CRO is more than landing page testing. It is the ongoing process of improving the full digital lead journey, from ad click, organic visit, or referral traffic through form submission, phone call, chat, intake handoff, and signed case.
The CRO Specialist will join a dynamic marketing team, where they will apply help identify conversion friction, test improvements, and drive measurable growth in conversion rate, lead quality, and cost per signed case.
Responsibilities:
- Lead CRO initiatives across websites, landing pages, forms, chat, calls, and campaign-specific user journeys.
- Build and manage a prioritized testing roadmap focused on improving qualified lead volume, signed cases, and CPA.
- Develop and execute A/B tests, landing page tests, form tests, CTA tests, messaging tests, and user experience experiments.
- Optimize high-value conversion actions, including phone calls, form submissions, chat starts, consultations, retainer requests, and signed cases.
- Analyze user behavior and site performance using tools such as GA4, Google Tag Manager, Microsoft Clarity, Hotjar, CallRail, CRM reporting, and form analytics.
- Identify conversion barriers related to mobile experience, page layout, site speed, CTA placement, form length, trust signals, messaging clarity, and intake handoff.
- Collaborate with web developers, designers, writers, SEO, and paid media teams to implement UX/UI and landing page improvements.
- Support conversion improvements for mobile users, English- and Spanish-language users, and market-specific campaigns.
- Monitor and report on CRO performance, test results, insights, and recommendations for continuous improvement.
- Stay current with CRO best practices, legal marketing compliance, privacy requirements, analytics changes, and digital user behavior trends.
Preferred Experience:
- Experience in legal marketing, personal injury marketing, healthcare, home services, lead generation, or another high-value service business.
- Familiarity with call tracking, call routing, form tracking, chat tracking, and CRM attribution.
- Familiarity with local SEO, Google Business Profiles, Local Services Ads, review strategy, and location-based landing pages.
- Experience with Spanish-language or multilingual conversion optimization is a plus.
- Basic understanding of privacy, cookie consent, and Google Consent Mode is a plus.
- Working knowledge of HTML/CSS or the ability to communicate clearly with developers is a plus.
Qualifications:
- 3+ years of experience in conversion rate optimization, performance marketing, digital analytics, UX optimization, or a closely related digital marketing role.
- Proven success improving conversion rates through landing page testing, form optimization, CTA testing, UX improvements, and data-driven experimentation.
- Strong understanding of full-funnel performance metrics, including traffic, CVR, CPL, qualified lead rate, contact rate, signed-case rate, and CPA.
- Comfortable working with CMS and landing page platforms such as WordPress, Unbounce, Instapage, Webflow, or similar systems.
- Strong understanding of landing page strategy, mobile UX, form design, CTA hierarchy, trust signals, and persuasive digital copy.
- Comfortable managing multiple experiments and optimization projects at the same time.
- Strong communication skills with the ability to explain data, test results, and recommendations clearly to technical and non-technical stakeholders.
- Detail-oriented, organized, and comfortable building repeatable processes.
Benefits:
- 401(k)
- Dental insurance
- Health insurance
- Paid time off
- Vision insurance
Success in This Role:
Success will be measured by improvements in website and landing page conversion rates, qualified lead volume, form/call/chat performance, campaign-level conversion rate, cost per lead, cost per signed case, signed cases from marketing-generated leads, mobile conversion rate, after-hours lead capture, and the quality and velocity of the CRO testing program.
