Director of Conversion Rate Optimization

Headquarters: Austin, Texas, United States URL: http://lawnstarter.com About LawnStarter LawnStarter is the nation's leading on-demand marketplace for lawn care and outdoor services, with over $100M in annual bookings. We're expanding beyond lawn care to become the one-stop shop for all home services — and building a world-class conversion engine is our next major bet in that direction. About the Growth Team The Growth team owns the full customer acquisition funnel — from ad click to first completed service. We acquire 150,000+ new customers per year across paid, organic, and partner channels. Our CMO owns the visit-to-customer rate, and every point of improvement flows directly to revenue. We're building a rigorous experimentation program across the acquisition funnel, and this role is the person who makes that real. The Challenge We know experimentation works. We've seen tests move conversion meaningfully. We have a testing program, methodology standards, a learning repository, and a coordination layer — but no one owns it full-time. Meanwhile, we're migrating our landing pages to Webflow, which gives us full control over the pages that receive all inbound traffic — no engineering dependency, no sprint queues. The opportunity is massive, but only if there's a dedicated person behind the wheel. The Role You are the conversion performance engine for LawnStarter. You own the landing pages in Webflow, build and run A/B tests in VWO, and use AI, Tableau and Hotjar to find the next thing to test. You report to the CMO and are the primary executor moving the visit-to-customer rate — the metric that matters most for growth. This is not a strategy-and-slides role. You build variations yourself, configure goals yourself, debug tracking yourself, and ship yourself. You have no engineering support and you don't need it. Your Webflow and VWO skills are production-grade. Today this is a solo operator role. The expectation is that you build the program, prove the value, and desi