Director of Conversion Rate Optimization
Overview
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.
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.
is massive, but only if there's a dedicated person behind the wheel.
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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
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 design the function that scales it. What makes this role different: You own the full stack — pages, tests, tracking, analysis — with zero engineering dependency We have a conversion testing program and piping in place — you're the first dedicated owner to scale it into a rigorous experimentation function AI is embedded in your workflow — hypothesis generation, analysis, variation content — not a nice-to-have What You'll Own Conversion performance — visitor-to-lead (landing pages you control directly) and lead-to-customer (booking funnel you optimize via testing).
These two levers compound into the visit-to-customer rate. Webflow and landing page architecture — paid landing pages, thousands of organic city/near-me pages across all brands and services, and the CMS structure that makes them scalable without engineering. You own conversion optimization across the entire landing page surface area.
The experimentation program — a multi-quarter testing roadmap for the acquisition funnel, from ad