Manage the overall continuous effort to increase inquiries as a function of (1) more and better-qualified visits and (2) more lead conversions Develop strategies to drive organic growth and the conversion to inquiries. Design, measure, and continually improve A/B tests that drive improved performance. Regularly monitor and report on site performance by key metrics including, but not limited to: Total Visits, Unique Visits, Organic and Direct Visits, Conversion to Inquiries, Bounce Rate, and Abandon Rate. Manage the day-to-day use and campaign maintenance of third-party software platforms like BrightEdge, PageOnePower, and PushCrew. Manage the day-to-day relationship with internal teams including MarCom, Enrollment, Legal, Finance, and Accounting. Regularly provide content suggestion for superior performance utilizing tools such as BrightEdge. Work with the MarCom team and freelancers to develop content including page content and traffic-generating gated content. Provide regular and ad hoc reporting of campaign performance. Provide monthly and ad hoc forecasts of inquiries to Finance. Ensure Legal approval and Regulatory compliance. Research and evaluate potential third-party partners including A/B testing companies, conversion companies, content and social companies. Continuously research and report on industry best practices regarding visits, conversions. Reasonable and consistent attendance to fulfill requirements of the position Knowledge, Skills, and Abilities Superior understanding of the elements that drive high-performance page design, including effective Calls to Action, Search Term optimization, and optimal layout. Strong analytical, project management, and brand skills. Advanced computer skills in Word, Excel, PowerPoint and a working understanding of HTML. Excellent written and communication skills. Attention to detail, highly organized and the ability to execute multiple initiatives against significant time constraints Expert-level understanding of Google Analytics Education and Experience To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Five or more years of demonstrated success with SEO and Direct visit optimization Five or more years of experience with Google Analytics Three or more years of experience with A/B testing Bachelors Degree preferred Experience with Inquiry Generation preferred Experience in web design and content writing preferred Experience in higher education preferred Experience working in a technology-driven enterprise preferred
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