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 keka.com 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 keka.com — 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-Have
- 1–3 years of experience in growth marketing, performance marketing, or digital marketing
- Solid grasp of CRO fundamentals: A/B testing, hypothesis frameworks (ICE/PIE), form optimization, funnel analysis, and conversion copywriting
- Comfortable in Google Analytics 4 — you can build funnels, segments, and conversion events without needing a tutorial
- Exposure to at least one paid media platform (Google Ads, LinkedIn Ads, or Meta) — you understand how traffic quality affects on-site conversion
- Strong analytical mindset: you back opinions with data, question your own assumptions, and know the difference between statistical significance and noise
- Clear communicator — you can explain a test result or a funnel drop-off to a non-technical stakeholder without jargon
Nice-to-Have
- Experience 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 marketing
- Basic understanding of HTML/CSS — enough to identify page issues and brief engineering clearly
- Experience with LinkedIn Matched Audiences or Google Customer Match for account-based retargeting
- Any exposure to landing page builders (Unbounce, Webflow, Instapage)
