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Digital Optimisation Manager

A Digital Optimisation Manager is a key professional responsible for improving the performance of an organisation's digital assets, including websites, apps, and online marketing campaigns. They play a crucial role in enhancing user experiences, increasing conversion rates, and driving business growth through data-driven strategies. Here's an overview of their responsibilities, qualifications, and commonly used software:


  1. Conversion Rate Optimisation (CRO): Develop and execute strategies to improve website and app conversion rates, including A/B testing, multivariate testing, and user journey analysis.

  2. User Experience Enhancement: Identify and address usability issues, optimise user interfaces, and create a seamless and engaging digital experience.

  3. Data Analysis: Analyse user data, including web analytics, user feedback, and customer behaviour, to identify optimisation opportunities.

  4. A/B Testing: Plan, set up, and analyse A/B tests to determine the effectiveness of design and content changes.

  5. Personalisation: Implement personalisation strategies to deliver tailored content and experiences to different user segments.

  6. SEO Improvement: Collaborate with SEO specialists to optimise website content and structure for improved search engine rankings.

  7. Mobile Optimisation: Ensure that digital assets are fully optimised for mobile devices to cater to mobile users.

  8. Performance Monitoring: Monitor website and app performance, including load times and page speed, and take corrective actions.

  9. Content Optimisation: Collaborate with content creators to optimise the quality and relevance of digital content.

  10. Digital Advertising Optimisation: Work with digital marketing teams to optimise landing pages and ad campaigns for better conversion rates.

  11. Reporting and Insights: Generate reports on optimisation efforts, highlighting key performance metrics and areas for improvement.


  • Education: A bachelor's degree in digital marketing, web design, user experience (UX) design, or a related field is typically required. Advanced degrees or relevant certifications in CRO or UX design can be advantageous.

  • Experience: Several years of experience in digital optimisation, CRO, UX design, or related roles, often including a track record of successful optimisation initiatives.

  • Analytical Skills: Strong data analysis skills to interpret user data and derive actionable insights.

  • Technical Proficiency: Familiarity with web analytics tools (e.g., Google Analytics), A/B testing platforms (e.g., Optimisely), heatmapping tools (e.g., Hotjar), and CMS platforms.

  • User-Centric Focus: A deep understanding of user behaviour and the ability to empathise with user needs and preferences.


  • A/B Testing Tools: Platforms like Optimizely, VWO (Visual Website Optimizer), or Google Optimize for conducting A/B tests.

  • Web Analytics Tools: Google Analytics, Adobe Analytics, or similar tools for tracking and analysing user behavior.

  • Heatmapping Tools: Heatmap software such as Hotjar or Crazy Egg to visualise user interactions with websites.

  • Content Management Systems (CMS): Familiarity with CMS platforms like WordPress, Drupal, or Joomla for content optimisation.

  • User Feedback Tools: Tools like UserVoice or UserZoom for collecting user feedback and conducting usability studies.

  • SEO Tools: SEO software like Moz, SEMrush, or Ahrefs for optimising web content.

A Digital Optimisation Manager is instrumental in improving the digital presence and performance of an organisation, ultimately leading to increased customer engagement and revenue growth. Their expertise in data analysis, user experience design, and optimisation strategies is essential for achieving digital success.