Conversion Rate Optimization (CRO) & Customer Insights Specialist

About Deux Mains Deux Mains is a Fair Trade fashion company manufacturing premium leather handbags in Haiti while creating dignified employment opportunities for artisans and producing locally-made school shoes for Haitian children. We believe business can be one of the world's most powerful tools for creating lasting social impact. We're looking for a data-driven marketer who loves understanding customer behavior and turning insights into measurable sales growth. Position Summary This role is responsible for maximizing sales conversions on the Deux Mains website by analyzing customer behavior through Hotjar, Shopify Analytics, GA4 and Meta Ads. Rather than simply reporting data, this person identifies why customers aren't buying and creates an ongoing testing roadmap that continually improves website performance. The ideal candidate enjoys detective work, psychology, user experience, copywriting and data. Success Looks Like Within 6 months: ✓ Higher website conversion rate ✓ Lower cart abandonment ✓ Increased Average Order Value ✓ Better landing pages ✓ Better product pages ✓ Higher ROAS on Meta ✓ Monthly testing roadmap ✓ Every website change backed by customer behavior data Weekly Responsibilities Daily Review Hotjar recordings Watch customer sessions Flag customer frustrations Tag recurring issues Review funnel drop-offs Monitor heatmaps Document observations Weekly Website Audit Review: Homepage Collection Pages Product Pages Cart Checkout Mobile Experience Desktop Experience Search Function Navigation Forms Site Speed Hotjar Responsibilities Session Recordings Watch 50-100 recordings weekly. Document: Where visitors hesitate Where they rage click Where they stop scrolling Where they abandon Where they zoom Where they seem confused Questions customers appear to have Unexpected behaviors Heatmaps Review: Clicks Mouse movement Scroll depth Dead clicks Ignored buttons Popular content Hidden opportunities Funnels Monitor every week Homepage ↓ Collection ↓ Product ↓ Cart ↓ Checkout ↓ Purchase Identify exactly where customers are leaving. Surveys Create ongoing customer surveys. Examples: "What almost stopped you from purchasing today?" "What information was missing?" "What nearly made you leave?" "What convinced you to buy?" "What could we improve?" Incoming Feedback Widget Categorize feedback: Shipping Price Product Questions Sizing Leather Trust Returns Payment Confusion Navigation Gift Buying Travel Impact Story Website Testing Responsibilities Create one new A/B test every 2 weeks. Examples: Hero images Headlines CTA buttons Product descriptions Photos Lifestyle imagery Pricing display Shipping messaging Trust badges Impact messaging Reviews Guarantees Urgency Offer placement Product page layout Product Page Optimization Every product page should answer: Why this bag? Why now? Why Deux Mains? Why trust us? What makes this different? How much fits? Will it last? Who made it? How does this create impact? Meta Landing Page Optimization Review every Meta campaign landing page. Evaluate: Message match Offer match Headline Images Mobile experience Load speed CTA visibility Trust indicators Social proof Video placement Customer Journey Mapping Every month create: Top reasons customers purchase Top objections Top confusion points Most viewed pages Most abandoned pages Highest converting paths Lowest converting paths Analytics Review Weekly dashboard reviewing: Website Conversion Rate Revenue Average Order Value Cart Abandonment Checkout Abandonment Returning Visitors Time on Site Bounce Rate Landing Page Conversion Top Products Exit Pages Device Performance Traffic Sources ROAS CPA Monthly Deliverables 1. Executive Insights Report Top 10 customer frustrations Top 10 opportunities What changed Recommended fixes Estimated revenue impact 2. Testing Roadmap Next month's priorities Priority ranking Expected impact Implementation effort 3. Video Review Presentation Create a 20-minute presentation showing: Customer recordings Interesting behavior Pain points Positive moments Recommendations 4. Conversion Scorecard Current Conversion Rate Last Month Goal Wins Losses Next Actions Skills Required Hotjar GA4 Shopify Analytics Meta Ads Manager UX Research CRO Customer Psychology Copywriting Data Analysis Loom Excel/Google Sheets Conversion rate: Increase by 20% within six months Cart Abandonment:Reduce by 15%. Checkout Completion:Increase by 15%. Average Order Value:Increase by 10%. Testing Velocity: Launch at least two meaningful tests per month. Customer Recordings: Review a minimum of 200 sessions per month. Recommendations: Present at least 10 actionable recommendations monthly. Implementation Rate: Ensure at least 80% of approved recommendations are implemented. Week 1: Observe- Analyze Hotjar recordings, heatmaps, surveys, and funnels to identify friction points. Week 2: Recommend -Prioritize fixes based on impact vs. effort and prepare an optimization plan. Week 3: Implement- Work with your web developer and marketing team to publish approved changes. Week 4: Measure- Evaluate results, compare metrics, and document learnings before starting the next cycle. Additional tools I'd strongly consider Build a "Conversion Opportunity Backlog" that ranks every potential improvement by expected revenue impact. Rather than making changes based on instinct every website update would be supported by customer behavior data and estimated financial impact.