← Return to inspiration wall

REAL ROLE MODEL


Zoe Ward
Optimisation Strategist
PRWD
WHAT DO YOU DO?

I lead a number of CRO programmes for retail clients which look to optimise the website by providing an exceptional user experience resulting in an increase in conversion rate and other metrics. This involves developing a/b test ideas using psychological principles, user research, data and UX expertise.

WHAT SKILLS DO YOU USE MOST IN YOUR JOB?
  • CRO
  • Psychology
  • Data Analysis
  • Project management
WHAT'S THE MOST INTERESTING THING YOU'VE WORKED ON IN YOUR CAREER SO FAR?

Being given the opportunity to work across multiple big clients and having an impact on consumer behaviour that ultimately impacts revenue

WHAT'S YOUR EDUCATIONAL BACKGROUND?

BSc Psychology, MSc Consumer Psychology, Multiple CXL institute courses

WHAT INSPIRED YOU TO GO INTO DIGITAL & TECH?

Digital is the future! When I completed my masters degree, my dissertation focused on brick and mortar stores but since then, the online retail industry has grown at such a phenomenal rate, it just makes sense to be part of a digital team. I can see the impact of my tests live and how they are influencing customers on the website which wouldn't be as easy in a physical space

WHAT ADVICE WOULD YOU GIVE TO GIRLS THINKING ABOUT A CAREER IN DIGITAL AND TECH?

Research and contact companies. It took me a long time to get into the area I wanted to be in following on from my degrees but the people who thrive have attended events, kept in touch with companies and go on to gain experience and ultimately, get a fab job at the end of it. Don't be afraid to ask companies if theres something you can help with, observe people at work, internships. Also keep learning, keep reading, keep up to date in the industry and show off this knowledge - be passionate!


I AM...
PASSIONATE
PERSISTANT
PERSONABLE