Director of Conversion Rate Optimization, LawnStarter
$160-180k
+ Equity
More information about location
Lawn maintenance marketplace
Job no longer available
Lawn maintenance marketplace
201-500 employees
Job no longer available
$160-180k
+ Equity
More information about location
201-500 employees
Company mission
To make life easier and enable people to save their time for what really matters. They are setting out to make running a home services business dead simple.
Role
Who you are
- Lives in Webflow. You spend most of your time building pages, not reading reports. Webflow is your production environment, not a design tool. You find friction through screen recordings, customer calls, and sales emails — then you ship the fix yourself
- Statistically sharp. We currently use two-tailed p-tests and build our own Tableau dashboards to call tests. You should have a point of view on when that's the right approach and when it's not. One of your first contributions will be documenting methodology standards for the team
- AI-native. You use AI for hypothesis generation, variation copy, and analysis acceleration — every day, not occasionally. If you describe AI as something you're "exploring," this isn't the role
- Ships fast. You measure weeks in tests launched and learnings captured, not decks delivered. You'd rather run the test and learn than plan it perfectly
- Gets the stats right. You catch underpowered tests, peeking, and interaction effects. You know when NOT to test. You can explain results to a non-technical stakeholder without losing them
What the job involves
- 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
- 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 design the function that scales it
- 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
- 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 click to first completed service. You build the methodology, run the tests, and feed learnings back into the next cycle
- AI-accelerated testing workflow — use AI for hypothesis generation from behavioral data, result summaries within 24 hours of test completion, and variation copy/design briefs that increase test throughput
- The experimentation function model — by end of Year 1, you've documented the team structure, tooling stack, and processes needed to scale from solo operator to a repeatable function
- Problems to Solve:
- Moving the visit-to-customer rate Two isolated levers compound into one metric: visitor-to-lead (landing page conversion you own directly) and lead-to-customer (booking funnel conversion you optimize via testing). Both have room to grow, both swing seasonally, and improving one without the other leaves value on the table. How do you move both simultaneously across all channels and brands?
- Capitalizing on the Webflow migration For the first time, marketing controls production pages — no engineering dependency, no sprint queues. Paid search landers, thousands of organic city and near-me pages, partner pages, referral pages, home pages, paid social landers — all moving to Webflow, all needing conversion optimization. How do you build scalable CMS architecture, improve Core Web Vitals, and start running high-velocity tests the moment you have the keys?
- Embedding AI into every stage of the workflow We don't want AI as a side project. Hypothesis generation from session data and heatmaps. Result readouts compressed from days to hours. Variation copy drafted before the designer opens Figma. How do you build an AI-native experimentation workflow that makes manual-only approaches feel slow by comparison?
- This Role Is NOT:
- A strategy role. You will set strategy, but you also build the pages, configure the tests, and pull the data. If you want to think about experimentation without doing it, this isn't the role
- A people management role (yet). This starts as a solo operator. You'll design the function and make the case for headcount, but Year 1 is about proving the model yourself
- An engineering-supported role. There is no frontend dev building your variations. There is no data engineer setting up your tracking. You are the implementation layer
Our take
When it comes to lawn maintenance, many homeowners typically have to deal with several contractors. This can make lawn care more complicated and expensive than it needs to be. LawnStarter solves this problem by aggregating lawn mowing, fertilizing, and maintenance into one convenient purchase point.
As a marketplace, LawnStarter focuses on helping existing lawn care businesses grow, rather than trying to push their own services. This differentiates them from other providers. The company has seen impressive growth since it was first founded, and it now operates in 120 cities around the US. According to LawnStarter's CEO, the company's revenue has grown at a rate of 100% a year since its inception.
To date, LawnStarter has raised around $27 million in funding and surpassed $100 million in bookings, which is a testament to investors' and customers' confidence in the product. This confidence will be instrumental to LawnStarter's future success, as the lawn care market has grown increasingly competitive in recent years.
Freddie
Company Specialist at Welcome to the Jungle
Insights
25% employee growth in 12 months
Company
Funding (last 2 of 5 rounds)
Nov 2019
$10.5m
EARLY VC
Jun 2015
$6m
SERIES A
Total funding: $17.8m
Company benefits
- Flexible remote schedule
Company HQ
Financial District, Austin, TX
Leadership
Steve Corcoran
(Co-Founder)Previously co-founded SigmaBits, and served as Co-CEO of SEED.
Ryan Farley
(Co-Founder, Board Member & Advisor)Previously worked as a Senior Business Analyst in Capital One's Card Partnerships Analytics team.
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