Trainer / consultant / lead for
conversion optimization (CRO),
digital experimentation and A/B-testing

Specialist in Conversion Optimization and Digital Experimentation

I love to work with organizations on conversion optimization projects. Securing optimization and experimentation in the DNA of teams and organizations, is what gets me up in the morning. It's a big range of work that I like: from the broad strategic perspective on one hand to the nitty-gritty details of user growth opportunities within digital channels on the other hand. In the end, it's all about solving problems, which I do fast and effectively, based on data.

Dive into my projects & testimonials

Work with me? Use the contact form to reach out!

Conversion Optimization and Digital Experimentation projects & testimonials

Since 2006 I've helped over 50 organizations with their conversion optimization challenges. My CRO work experience is ranging from travel to retail and from publishing to government. I have been working with local and international clients, from scale-ups to enterprise organizations, from digital-first to digitally "not yet transformed".

Over the years I have created conversion agencies, conversion-related websites and tools, conversion training courses and conversion events. My main love for the conversion optimization and experimentation industry never changed to something else than the actual work itself. This mindset also keeps me from ending up as a conversion professor that has not been doing the actual CRO work for over 10 years...

Recent or ongoing projects:

✓ Reviewing the experimentation process at a large US publisher
✓ Interviewing experimentation teams for the Experimentation Culture Awards
✓ Creating A/B-test courses for several e-learning platforms

My current daily work is running conversion-related webinars/events for the optimizers community, which I combine with actual CRO and experimentation related work on a contract / project basis. I'm not involved in the daily operations of the Conversion agencies I founded.

Examples of projects I've finished successfully in the past:

✓ Ecommerce company (NL): leading the check-out funnel CRO project
✓ Publisher (EU): training teams on experimentation and persuasion tactics
✓ Travel company (NL): leading the project to set-up CRO in the organization
✓ Telecom company (EU): consulting on CRO projects at several offices
✓ Banking (NL): training teams to become more effective in CRO

Work with me? Use the contact form to reach out!

Workshops, masterclasses and online training on CRO and A/B-testing

Occasionally I'm hosting A/B-testing masterclasses and workshops, which are mostly co-organized with CRO related industry events.

I've created the following virtual courses:

✓ A/B-testing mastery for CXL Institute in the US
✓ A/B-testing deep dive for Emerce in the Netherlands
✓ A/B-testing success for the Digital Elite Hub in the UK

Work with me? Use the contact form to reach out!

Keynote speaker on Conversion Optimization and Digital Experimentation

As an experienced optimization specialist, I'm often invited to present my knowledge and learnings on experimentation culture, conversion optimization and a/b-testing at conferences around the (virtual) world.

I presented at among others:

✓ Call to Action Conference in Vancouver
✓ Digital Growth Unleashed in Las Vegas
✓ Emerce Conversion in Amsterdam
✓ Conversion Jam in Stockholm
✓ CXL live in Austin

I'm also available for in-company presentations (and workshops), where I was hired before by companies like:, Heineken, Rabobank and RTL.

Work with me? Use the contact form to reach out!

Helping the Optimizers Community to get to a higher level of professionalism

Evidence-based growth is a fascinating way of working. I've always seen conversion optimization, digital experimentation and A/B-testing as the right methodology for business success. It brings proven results and fun to organizations and teams.

The CRO industry always deserves more attention and will receive this if we keep on growing to higher levels of maturity. This is why I'm organizing events like Conversion Hotel and the Experimentation Culture Awards and why I am publishing tools like ABtestguide.

The full overview of the industry event and publishing activities I started can be found on my Holding company website.

Work with me? Use the contact form to reach out!

Contact form

Please use this form to send me a message. Feel free to reach out for freelance, training or speaking oppertunities on CRO, Experimentation and A/B-testing. You can also already book a 30 minute videocall with me directly through this link.

You can also abuse the form below for questions on the courses I'm running and for speaking and/or sponsor oppertunities for my event and publishing activities like Conversion Hotel and the Experimentation Culture Awards. Just reach out!

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Landing page competition

I was invited to participate in the landing page competition for CROday 2016. A landing page for a fake product was created by Unbouce and I was given the task to optimize this landing page. Goal was to have the most right answers given by a panel through a 5-second test.

There were some interesting lessons learned along this journey which I shared with the attendees on CROday. You will find these lessons here:

Tracking consent overview