About Binroot LabBinroot Lab is a digital and technology partner for growing D2C and e-commerce brands. We work with brands to build and improve high-performing online stores with a strong focus on Shopify, UI/UX, customer experience, integrations, analytics, and conversion optimisation.

Our approach goes beyond simply building websites. We look at how customers discover products, navigate the store, evaluate products, add to cart, and complete their purchase — and use design, technology, and data to improve that journey.

We are looking for a Conversion Rate Optimisation (CRO) Specialist who understands D2C consumer behaviour and can help our clients turn more website visitors into customers.

Role DescriptionAs a CRO Specialist at Binroot Lab, you will be responsible for analysing D2C e-commerce stores, identifying conversion bottlenecks, and recommending and executing strategies that improve conversion rate, customer experience, and revenue.

You should be comfortable working across data, customer behaviour, UX, merchandising, and experimentation.

Your responsibilities will include

- Conduct detailed CRO audits of D2C and Shopify stores.
- Analyse the complete customer journey from landing page → collection → PDP → cart → checkout.
- Identify conversion drop-offs, friction points, usability issues, and opportunities for improvement.
- Analyse metrics such as conversion rate, bounce/engagement rate, add-to-cart rate, checkout initiation, checkout completion, AOV, and revenue per visitor.
- Use GA4, Shopify Analytics, heatmaps, session recordings, funnels, and other behavioural analytics tools to understand user behaviour.
- Develop hypotheses based on quantitative and qualitative data rather than assumptions.
- Recommend improvements to homepage, collection pages, product pages, cart, navigation, offers, trust elements, merchandising, and mobile UX.




- Create and manage an experimentation and A/B testing roadmap.
- Prioritise CRO opportunities based on expected impact, confidence, and implementation effort.
- Work closely with UI/UX designers, Shopify developers, marketers, and founders to implement improvements.
- Measure results after implementation and clearly communicate what worked, what didn't, and what should be tested next.
- Prepare CRO audit reports and actionable recommendations for clients.
- Stay updated with D2C, Shopify, e-commerce UX, consumer behaviour, and CRO best practices.

Qualifications
- 2–5 years of experience in Conversion Rate Optimisation, e-commerce growth, UX optimisation, growth marketing, or a closely related role.
- Strong preference for candidates who have directly worked with multiple D2C/e-commerce brands.
- Strong understanding of the D2C purchase funnel and e-commerce customer behaviour.
- Hands-on experience analysing Shopify stores is highly preferred.
- Solid working knowledge of GA4 and Shopify Analytics.
- Experience with behavioural analytics tools such as Microsoft Clarity, Hotjar, Lucky Orange, VWO, or similar platforms.
- Experience creating CRO hypotheses and running or supporting A/B tests and experiments.
- Ability to interpret data and translate insights into specific design, UX, merchandising, or technical recommendations.
- Strong understanding of mobile-first e-commerce UX.
- Familiarity with landing-page optimisation, PDP optimisation, cart optimisation,



checkout funnels, offers, bundles, upsells, cross-sells, and trust-building elements.
- Comfortable working directly with designers and developers to get recommendations implemented.
- Strong communication and presentation skills, especially when explaining CRO recommendations to founders and brand teams.

What we're specifically looking forWe don't want someone who only knows CRO theory. We are looking for someone who can open a D2C website and start asking:

Where are customers dropping off?

Why aren't they adding this product to cart?

Is the PDP answering the customer's buying questions?

Is mobile UX creating friction?

Are offers and benefits communicated clearly?

Are customers reaching checkout but not purchasing?

What does the data tell us?

What should we change or test first?

You should be comfortable combining data + consumer psychology + UX + experimentation to answer those questions.

Bonus Points

- Experience working at a D2C agency or with a portfolio of D2C brands.
- Experience with fashion, beauty, personal care, food, lifestyle, wellness, or consumer-product brands.
- Understanding of Meta/Google Ads landing-page behaviour and paid-traffic conversion.
- Basic understanding of Shopify themes, Liquid, HTML/CSS, or technical limitations.
- Experience with tools such as Google Tag Manager, Looker Studio, Mixpanel, VWO, Optimizely, Convert, or similar platforms.
- Experience improving AOV through bundles, upsells, cross-sells, free-shipping thresholds, and merchandising strategies.
- Previous case studies showing measurable improvements in conversion rate, AOV, revenue per visitor, or funnel performance.

Role: CRO Specialist – D2C & E-commerce

Company: Binroot Lab

Experience: 2–5 Years

- Industry: D2C / E-commerce / Shopify

📌 Conversion Rate Optimization Specialist (Bengaluru)
🏢 Binroot Lab
📍 Bengaluru