Website Experience Optimization Manager

Crawford Group (www.crawfordgroup.com) is hiring a Website Experience Optimization Manager for a client of ours. We’re seeking a strategic and detail-oriented Website Experience Optimization Manager to lead a website optimization project focused on enhancing customer journey flows and improving conversion rates. This role involves mapping out user experiences, designing persona-driven navigation paths, and auditing the current funnel for optimization opportunities. You’ll work closely with internal stakeholders and cross-functional teams to create a compelling and conversion-optimized website experience.

About Crawford Group.

We are revolutionizing how marketing gets done! Crawford Group provides expert marketing, digital, creative, events, and communications talent solutions for marketers.

Our customers want flexibility in their workforce solutions and need experts with the skills and capabilities to deliver on revenue and pipeline growth through marketing activities. At Crawford Group we believe in developing collaborative customer relationships to create the best talent solution for their marketing organization’s needs.

Key Responsibilities:

• Create a detailed visual sitemap and page architecture diagram in Microsoft Visio or equivalent tools.
• Define semantic linkages, user flows, and on-site hierarchy to reflect optimal navigation and information architecture.
• Develop comprehensive journey maps for each user persona, identifying entry points, engagement touchpoints, and conversion paths.
• Incorporate CTAs and intent signals aligned with each stage of the funnel (awareness, consideration, decision).
• Design three persona-specific user journeys (e.g., high-level executive, mid-level technical, low-level technical).
• Tailor messaging, calls to action, and recommended next steps to resonate with each persona’s motivations and pain points.
• Conduct a full audit of the current website funnel, from landing pages through form submissions.
• Identify friction points, optimize form usability (length, design, accessibility), and recommend A/B testing strategies to validate improvements.
• Present findings and a roadmap in a structured Conversion Funnel Optimization Report.

Qualifications:

• 7+ years of experience in website experience optimization, CRO, and digital strategy roles.
• Proven experience creating customer journey maps, sitemaps, and persona-based navigation flows.
• Proficiency in Microsoft Visio, Figma, or similar tools for architectural site planning.
• Familiarity with analytics platforms (e.g., Google Analytics, Hotjar) and A/B testing tools (e.g., Optimizely, VWO).
• Strong understanding of B2B website user experience, especially in complex decision-making environments.

Nice to Have:

• Experience in SaaS, enterprise tech, or services websites.
• Ability to collaborate with copywriters, developers, and marketers to implement findings.
• Familiarity with accessibility standards (WCAG) and responsive design principles.

Location: Can work remotely from within the U.S.

Duration: Part-time, Consulting

Rate: D.O.E., W-2 consultant of Crawford Group; benefits available if eligible (Our hourly ranges are determined based on skills, experience and location)

Committed to Diversity.

We believe in approaching every interaction with honor, respect, and positive intent. Building diverse teams that foster creativity, innovative thinking, and opportunity for all. Ultimately, we know that our commitment to inclusion across race, gender, age, religion, identity, and experience drives us all forward every day.