Conversion Rate Optimization (CRO) Specialist

At Tort Experts, we are redefining the landscape of performance marketing in the legal sector. Our mission is to democratize access to information for individuals who have been injured, connecting them with law firms that can truly advocate for their rights and achieve successful outcomes. As an innovative, vertically integrated legal case acquisition marketing company, we leverage cutting-edge technology, data-driven insights, and a commitment to transparency to disrupt the status quo.

The CRO Specialist owns the testing and optimization of our direct-response, lead-generation funnels, including landing pages, lead forms, qualification flows, and thank-you pages that receive traffic from paid media across multiple platforms. This person generates split test ideas, maintains a prioritized testing calendar, and sees each test through from concept to build to readout, working closely with our media buying, creative, and dev/tech teams. They focus on conversion rate, cost-per-lead efficiency, and lead quality, not just raw form fills. This is a hands-on, process-driven role focused on experimentation velocity and measurable results.

• Generate a steady flow of split test ideas across headlines, copy angles, layouts, form length and field order, qualification questions, CTAs, trust elements, and page speed.
• Use PostHog analytics, session replays, and heatmaps, along with platform data and lead quality feedback, to identify friction points and build clear, data-backed hypotheses.
• Research competitor funnels and industry best practices to surface new testing opportunities.

• Own and maintain the split test calendar/pipeline, tracking every test from idea to backlog, build, QA, live, and readout.
• Prioritize tests based on expected impact, confidence, and level of effort (e.g., ICE scoring) so the highest-value ideas ship first.
• Ensure tests run long enough to reach meaningful sample sizes and avoid overlapping tests that could contaminate results.
• Keep a central log of test results and findings so wins are rolled out and losses aren't repeated.

• Design every test variant end to end: layout, visual hierarchy, CTAs, color, imagery, form design, and mobile experience.
• Produce build-ready designs in Figma or similar design software (e.g., Sketch, Penpot, Framer), using AI design tools to explore options and speed up production.
• Hand designs to dev/tech with clear specs: responsive behavior, states, tracking events, and acceptance criteria.
• Make design decisions based on evidence (heatmaps, session replays, funnel data, competitor research, past test results), and document the rationale for each.
• Keep designs consistent with our brand and claimant audience: clear, trustworthy, accessible, and mobile-first.

• Write clear test briefs and specs for the dev/tech team, including variant details, success metrics, tracking requirements, and launch dates.
• Coordinate build timelines and act as the point of contact between Marketing and dev/tech for all testing and new funnel features.
• QA tests and new features before launch, confirming that pages, forms, pixels, UTMs, and lead routing/CRM integrations work correctly on desktop and mobile.
• Request and help scope new features or tools that would increase testing speed or conversion performance.

• Monitor key metrics including conversion rate, CPL, lead quality/qualification rate, form abandonment, and downstream conversion to signed cases.
• Analyze test results with appropriate statistical rigor and deliver clear readouts with a recommendation: roll out, iterate, or kill.
• Share weekly testing updates and monthly performance summaries with the Marketing team.

• Partner with media buyers to align landing page tests with ad angles, audiences, and traffic sources.
• Provide creative and copy feedback based on what's actually converting.
• Work with Intake and Compliance to ensure funnel changes support lead quality and advertising/consent requirements.

• 3+ years of experience in conversion rate optimization, growth marketing, or performance marketing.
• Proven track record of running A/B or multivariate tests and driving measurable lifts in conversion rate or CPL.
• Experience optimizing lead-generation funnels is strongly preferred.
• Familiarity with PostHog (analytics, experiments/split testing, and session replay) or a comparable platform (e.g., VWO, Optimizely, Convert). Hands-on experience with PostHog is a strong plus.
• Familiarity with Google Analytics 4, Google Tag Manager, and landing page builders or CMS platforms.
• Strong understanding of statistical significance, sample size, and test design.
• Proficient in Google Sheets or Excel for tracking and analysis.
• Able to look past top-line conversion rate and evaluate lead quality and downstream results.
• Solid understanding of conversion tracking, pixels, UTMs, and attribution.
• Highly organized, with experience managing a pipeline or roadmap of multiple projects at once.
• Able to write clear, detailed briefs that developers can build from without guesswork, and comfortable holding cross-functional teams to timelines.
• Curious, skeptical, and driven by "what does the data say?" Able to manage priorities independently in a fast-moving, test-and-learn remote environment.

• Basic HTML/CSS knowledge, enough to write precise specs and QA builds confidently.
• Experience with lead routing or CRM platforms.
• Call tracking platforms (e.g., CallRail, Invoca, Ringba).
• TCPA and consent capture tools (e.g., TrustedForm).
• Legal, insurance, healthcare, or other regulated-industry marketing.

• Review of the current PostHog setup, tracking, and past tests completed, with recommendations delivered (first 30 days).
• Metric definitions documented and agreed with Marketing (first 30 days).
• Landing page template inventory and documentation completed (first 30 days).
• Design tool recommendation made and agreed with dev/tech (first 30 days).
• Testing calendar/pipeline built and shared, with a prioritized backlog of test ideas.
• Test brief, readout, and QA templates in use.
• At least 2 tests launched per month starting in month 2, with all variants designed by this role.
• Every test has a brief before launch, passes QA, and gets a written readout.
• Weekly testing updates and a monthly performance summary delivered to Marketing.
• Every test checked for tracking health and correct traffic split within 48 hours of launch.
• Implementation tickets for winning tests delivered to dev/tech within 3 business days of a test being called.
• Post-launch performance tracked on every shipped winner, with the lift confirmed or any regression flagged.

Tort Experts provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws. This applies to all terms and conditions of employment.