Sr. Manager, Conversion Rate Optimization; CRO

Career Opportunities with Milan Laser Hair Removal

This is an exciting opportunity for a new Sr. Manager, Conversion Rate Optimization (CRO) to drive website and digital experience optimization for Milan Laser Hair Removal across the country. With 400+ locations nationwide, Milan is the category leader in laser hair removal, and this role will ensure our digital properties convert visitors into clients at the highest possible rate while delivering exceptional user experiences.

The Sr. Manager, CRO will own website optimization strategy, experimentation roadmaps, landing page performance, user experience improvement, and data-driven testing across all digital touchpoints. A key focus will be identifying conversion barriers, designing and executing rigorous A/B tests, and implementing winning variations that improve conversion rates and customer experience. You will work cross-functionally with IT, Performance Marketing, Creative, and Marketing Analytics teams to deliver measurable improvements in conversion performance that drive business growth.

This role will be central to Milan's next chapter of growth, systematically improving digital conversion rates and user experiences that turn website visitors into booked appointments.

Location: This is a 100% on-site role at our Omaha, NE office. Remote or hybrid arrangements are not available. Relocation assistance is available for qualified candidates.

Essential Functions:

• Define and evolve Milan's conversion rate optimization strategy, ensuring systematic testing and improvement across website, landing pages, and digital conversion paths.
• Lead the development of testing roadmaps based on company data, user research, competitive insights, and business priorities to maximize conversion impact.
• Identify conversion opportunities and friction points through quantitative analysis (analytics, UX tools, funnel analysis, heat maps) and qualitative research (user testing, surveys, session recordings).
• Prioritize testing initiatives based on potential impact, effort, traffic volume, and statistical feasibility to ensure efficient resource allocation and maximum ROI.
• Partner with cross-functional teams, especially IT, Performance Marketing, Creative, and Marketing Analytics, to ensure CRO strategy aligns with business objectives, marketing campaigns, and customer experience goals.
• Develop frameworks and methodologies for conversion optimization that balance short-term wins with long-term customer experience improvements.
• Design and execute rigorous A/B and multivariate tests across website pages, landing pages, and site forms.
• Own the end-to-end testing process from hypothesis development through test design, implementation, analysis, and rollout of winning variants.
• Develop clear hypotheses grounded in data, user insights, and conversion principles that articulate expected outcomes and success metrics.
• Ensure tests meet rigorous statistical standards including proper sample sizing, statistical significance thresholds, test duration, and validity requirements.
• Use testing platforms (Optimizely - preferred, VWO, Google Optimize, or similar) to build test variations, manage traffic allocation, and monitor test performance.
• Analyze test results to determine winners, understand user behavior patterns, and extract insights that inform future optimization efforts.
• Document test learnings and share insights across the organization to build institutional knowledge and CRO best practices.

Landing Page Optimization

• Own website page performance across all marketing channels, ensuring pages are optimized for conversion, user experience, and load speed.
• Analyze landing page performance by traffic source, campaign, audience segment, and device to identify optimization opportunities and tailor experiences.
• Work with Creative to develop landing page variations that test different value propositions, messaging angles, visual treatments, and page layouts.
• Optimize landing page elements including headlines, body copy, images/video, social proof, forms, CTAs, mobile experience, and page speed.
• Build landing page frameworks and templates that enable scalability while maintaining conversion performance and brand consistency.
• Partner with Performance Marketing to ensure landing pages align with ad messaging, audience targeting, and campaign objectives.

Website Optimization

• Drive conversion improvements across Milan's main website including homepage, service pages, location pages, pricing/offers, and booking flow.
• Analyze user journeys and conversion funnels to identify drop-off points, navigation issues, and opportunities to streamline the path to conversion.
• Test website elements including navigation, page layouts, content hierarchy, forms, booking widgets, trust signals, and calls-to-action.
• Optimize mobile experience, ensuring responsive design, fast load times, and mobile-specific conversion paths.
• Work with IT to implement winning test variants and develop and execute new…