About Keka Keka HR is India's fastest-growing HR Tech platform, trusted by 8,500+ businesses to streamline payroll, attendance, performance, and people operations. We are on a mission to make HR simple, powerful, and human — and we're scaling fast.Our marketing team is the growth engine behind that scale. We run performance-driven campaigns, own the website conversion funnel, and obsess over turning website visitors into qualified pipeline. If you love data, hate friction, and want your work to directly impact revenue — this is the team for you.The Role We're looking for a CRO Specialist who lives and breathes conversion — someone who asks 'why aren't visitors converting?' and then systematically tests their way to an answer. You'll own the conversion funnel end-to-end: hypothesis backlog, A/B test design, mobile optimization, post-submission experience, and everything in between.You'll also support paid media execution (Google, LinkedIn, Meta) with roughly 25% of your time — not as a campaign manager, but as someone who understands how paid traffic quality feeds into on-site conversion. This is primarily a CRO role.This is a hands-on, data-driven role — you'll be deep in dashboards, designing tests, shipping fixes, and presenting results to leadership. You'll work closely with design, engineering, content, and the sales team.What You'll Do Conversion Rate Optimization (75%) Own the end-to-end CRO roadmap for — audit the funnel, build a hypothesis backlog, prioritize using ICE/PIE, and run structured A/B tests across landing pages, CTAs, forms, and key user flows.Use heatmaps, session recordings, and funnel analytics (Hotjar, GA4, Microsoft Clarity) to uncover drop-off points and generate data-backed hypotheses.Design and execute A/B and multivariate tests using tools like VWO or GrowthBook; define success metrics, sample sizes, statistical thresholds, and test duration before launch.Monitor mobile vs desktop conversion gaps and drive specific mobile UX improvements — 54% of Keka's traffic is mobile and conversion parity is a key goal.Own the post-submission experience: thank-you page, demo confirmation flow, and lead routing — these are high-leverage CRO levers that are often neglected.Collaborate with design and engineering to ship winning variants to production; manage the dev dependency and rollout process.Report test outcomes weekly: conversion lift, demo-to-opportunity rate, mobile vs desktop gap, and cumulative pipeline impact.Build and maintain a living CRO roadmap with a 6-month horizon, reviewed monthly with the growth and product marketing teams.Paid Media Support — Google, LinkedIn & Meta (25%) Support the execution of paid campaigns across Google Search, Google Display, LinkedIn Ads, and Meta Ads — primarily demo request and free trial acquisition.Write and iterate ad copy in collaboration with the design team; run creative A/B tests across platforms to improve CTR and CPL.Monitor campaign performance and flag budget pacing issues, audience fatigue, or quality score drops to the team lead.Build retargeting audiences (Google Customer Match, LinkedIn Matched Audiences) aligned to CRO test segments — so paid and on-site experiments reinforce each other.Contribute to the weekly paid media performance report: impressions, CTR, CPL, demo-booked rate.Who You Are Must-Have1–3 years of experience in growth marketing, performance marketing, or digital marketingSolid grasp of CRO fundamentals: A/B testing, hypothesis frameworks (ICE/PIE), form optimization, funnel analysis, and conversion copywritingComfortable in Google Analytics 4 — you can build funnels, segments, and conversion events without needing a tutorialExposure to at least one paid media platform (Google Ads, LinkedIn Ads, or Meta) — you understand how traffic quality affects on-site conversionStrong analytical mindset: you back opinions with data, question your own assumptions, and know the difference between statistical significance and noiseClear communicator — you can explain a test result or a funnel drop-off to a non-technical stakeholder without jargonNice-to-HaveExperience with a CRO/A/B testing tool (VWO, Optimizely, GrowthBook, or similar)Familiarity with heatmap and session recording tools (Hotjar, Microsoft Clarity)Exposure to B2B SaaS or HR Tech marketingBasic understanding of HTML/CSS — enough to identify page issues and brief engineering clearlyExperience with LinkedIn Matched Audiences or Google Customer Match for account-based retargetingAny exposure to landing page builders (Unbounce, Webflow, Instapage)
Job Title
CRO Specialist