Manager, Conversion Rate Optimization

Overview

The Manager, Conversion Rate Optimization (CRO) leads the experimentation and conversion improvement program for Dental Care Alliance (DCA) digital patient acquisition experiences across its locally branded general and specialty dental practices. Reporting to the VP, Patient Acquisition, this hands-on manager uses quantitative and qualitative evidence to identify friction, develop hypotheses, design and execute tests, and improve the conversion of prospective-patient demand into qualified contacts and booked appointments. The role partners with Operations and Analytics to understand how those appointments translate into completed new-patient visits and financial results. The position will be instrumental in DCA’s planned 2027 website rebuild, ensuring that conversion principles, measurable user journeys, testing capabilities, and local-market flexibility are incorporated from the outset. Success requires strong analytical judgment, disciplined experimentation, technical fluency, and cross-functional influence.

Responsibilities

Own the CRO strategy, test backlog, prioritization, and measurable optimization roadmap for DCA acquisition-focused websites, landing pages, and digital appointment pathways. 2. Analyze the full online acquisition journey, from source and landing-page engagement through click-to-call, forms, online scheduling, and booked appointments, differentiating actual friction from tracking gaps or unavailable appointment inventory. 3. Use analytics, funnel analysis, user behavior research, call and form insights, accessibility findings, and approved user feedback to identify opportunities; segment findings by practice, specialty, market, device, channel, and patient intent as warranted. 4. Lead end-to-end A/B and multivariate testing where appropriate, including hypothesis development, experience requirements, test design, QA, launch, monitoring, interpretation, and documented learnings. 5. Define appropriate primary and guardrail metrics, audience eligibility, minimum detectable effects, traffic requirements, and stopping criteria; use sound statistical methods and distinguish directional findings from validated results. 6. Partner with internal teams and approved development/testing vendors to implement variations in landing pages, calls to action, navigation, patient forms, contact options, trust signals, and scheduling flows. 7. Partner closely with the Director, Digital Experience & Web Strategy to establish conversion requirements, measurement specifications, and experimentation capabilities for the 2027 multi-site website rebuild. 8. Provide data-informed input on reusable templates, practice and specialty service pages, mobile journeys, form and call interactions, appointment entry points, and local content variations.

Collaborate on pre-launch usability and conversion QA, phased rollouts, migration monitoring, and post-launch optimization while helping protect existing patient demand and organic/paid acquisition performance. 10. Define and maintain practical CRO scorecards covering visit-to-qualified-lead conversion, call/form/booking pathway performance, booking conversion, completed new-patient visits, and incremental financial contribution where data supports it. 11. Partner with the VP, Patient Acquisition, who owns the acquisition reporting and attribution infrastructure, and with IT, Operations, and Analytics resources to validate event instrumentation, funnel definitions, tracking accuracy, and downstream appointment data. 12. Distinguish new-patient demand from existing-patient activity, identify duplicate or low-quality conversion events, and avoid treating platform or web analytics attribution as absolute evidence of incremental revenue. 13. Coordinate closely with Operations, Scheduling, Clinical Leadership, and local field marketing teams on conversion issues that span digital and human touchpoints, while recognizing their responsibility for access, staffing, booking processes, and care delivery. 14. Work through approved Legal, Compliance, Privacy, Security, and Technology processes for website tracking, testing tools, consent, patient information, clinical and promotional claims, third-party scripts, and data collection; maintain working knowledge of HIPAA-related digital risks. 15. Protect accessibility, usability, speed, security, brand standards, and patient trust when designing tests or recommending changes to patient-facing experiences.

01 Analytical Rigor Uses quantitative and qualitative evidence to find where prospective patients drop out of the journey.

02 Experimentation Discipline Designs statistically sound tests and reports results, including uncertainty, honestly.

03 Technical Fluency Works confidently with GA4, tag management, and testing platforms to implement and measure changes.

04 Patient-Centered Design Improves booking and contact experiences while protecting privacy, accessibility, and trust.

05 Cross-Functional Influence Partners with developers, designers, media, and Operations to move improvements into production.

Qualifications

Education: Bachelor's degree in Marketing, Analytics, Business, Human-Computer Interaction, or a related field required; an equivalent combination of education and directly relevant experience may be considered. • Experience: 5+ years of hands-on digital conversion optimization, growth experimentation, digital analytics, or closely related performance marketing experience, with demonstrated responsibility for implementing and assessing tests. • Demonstrated ability to use GA4 and website analytics, funnel analysis, experimentation platforms, and qualitative/behavioral research to identify problems and translate findings into measurable improvements. • Working understanding of experimental design, sample-size and statistical-significance considerations, test validity, segmentation, and clear communication of uncertainty and results. • Experience optimizing lead-generation journeys, including landing pages, calls to action, forms, phone interactions, or appointment/booking flows, with attention to lead quality and downstream conversion. • Ability to partner effectively with developers, designers, analysts, media experts, and operational stakeholders; strong project execution, prioritization, documentation, and business communication skills. • Preferred: Experience in dental, healthcare, veterinary, or another regulated, multi-location consumer service organization with distinct local brands and practice-level growth needs. • Preferred: Experience designing experimentation programs across large site portfolios, multiple markets, specialties, or complex booking and lead-routing environments