Web Analyst

Please Note: This is not a remote/hybrid role. This role is based five days per week in our Crewe HQ. 

We are looking for an experienced Web Analyst to play a key role in analysing, optimising, and improving online visitor journeys across our lead generation websites. This role focuses on diagnosing performance issues, shaping experimentation activity, and ensuring insight is translated into measurable improvements across fuel and telematics journeys in multiple markets.

You will apply rigorous analytical thinking, combine quantitative and qualitative insight, and work closely with design, development, and marketing stakeholders to inform optimisation decisions and experimentation priorities.

 

Key Responsibilities

Web Analytics & Insight

• Analyse online visitor journeys, funnels, and conversion paths using Google Analytics (GA4)
• Conduct detailed analysis to identify performance drivers, friction points, and optimisation opportunities
• Segment and interpret behavioural data across traffic sources, devices, user types, and markets
• Translate complex analysis into clear, actionable insight

Experimentation & Optimisation

• Conceptualise A/B test ideas based on quantitative and qualitative insight
• Build and run A/B tests across landing pages, forms, and lead generation funnels
• Monitor test performance throughout the test lifecycle
• Produce post-test conclusions and analytical deep dives, clearly articulating learnings and recommendations
• Use behavioural insight tools such as FullStory, alongside analytics data, to inform experimentation
• Manage and maintain experimentation roadmaps across fuel and telematics journeys in all operating countries

Collaboration & Influence

• Work closely with stakeholders in design and development to ensure experimentation requirements are clearly defined
• Agree scope, dependencies, and delivery timelines to support roadmap execution
• Present optimisation ideas, test rationales, and conclusions to stakeholders
• Influence prioritisation and optimisation decisions through evidence-based insight

Measurement & Data Integrity

• Take responsibility for the quality and reliability of analytics and experimentation data
• Use Google Tag Manager to validate and troubleshoot tracking and event implementation
• Work with development teams to ensure measurement requirements are correctly implemented

Required Skills & Experience

• Proven experience working as a Web Analyst or in an analytics-led optimisation role
• Strong working knowledge of Google Analytics (GA4)
• Confident use of Google Tag Manager for tracking validation
• Strong understanding of user journeys, funnels, and conversion behaviour
• Experience contributing to A/B testing and experimentation programmes
• Ability to communicate analysis, insight, and recommendations clearly to stakeholders

Desirable

• Experience using behavioural insight tools such as FullStory
• Experience working on lead generation or high-traffic commercial websites
• Exposure to CRO frameworks or experimentation methodologies
• Basic knowledge of HTML, CSS, or JavaScript