Services
- - Conversion optimization (CRO)Guidance for your experimentation program, from idea to analysis. More experiments, better conversions and informed decisions.
  - Improve your experimentation programMake experimentation a structural part of your organization. We help teams grow with advice, support and training.
  - Product experimentationDevelop products that really work. Validate assumptions and make informed choices.
- - Qualitative researchUnderstand thresholds, motivations and behaviors of your users and discover the biggest optimization opportunities.
  - AutomationsSpeed up your optimization process with automations. Less manual work, more time for insight and strategy.
  - Customer Journey Discovery (Process Mining)Discover hidden paths, bottlenecks and opportunities to improve the online experience, backed by data.
- See all services
Training
- - Training Conversion SpecialistWant to learn all about conversion optimization? In this training you will learn to test, analyze and optimize like a pro. From knowledge of A/B testing to psychology and UX.
  - Consumer Psychology TrainingTo improve the conversion rate of your website, online store or product, it is essential to understand your customers' drivers. During the Consumer Psychology course, you will learn five optimization strategies to take your CRO program to the next level.
- - Training CRO for product management
  - Incompany TrainingCustomized training for teams looking to grow in experimentation, validation and conversion optimization.
- View all courses
Customers and Results
- - How Bidfood used process mining to discover blind spots in customer behaviorWant to know how customers really move through your platform? Bidfood discovered it through process mining and targeted improvements to their blind spots.
  - A successful experimental program according to DPG MediaHow DPG Media is building a mature culture of experimentation with a strong team, smart tools and training.
  - How AW Lab took the first step toward a validation-driven culture
- - CRO at Beter BedWhat can you learn from 10 years of CRO at Beter Bed? Insights, pitfalls and how they firmly anchored their testing culture.
  - How NS builds a successful CRO strategy with Online DialogueRead how a large organization like NS laid the foundation for a successful validation culture. And grew from 27 to 145 tests in one year.
  - Learning-by-doing: 4 years of working together on VodafoneZiggo's CRO programHow VodafoneZiggo grew in 4 years from gut testing to a robust CRO program with 20 teams and a Center of Excellence.
- See all customer cases
Blogs
CRO toolkit
About us
- - TeamDriven specialists who learn by experimenting
  - EventsSharing knowledge and inspiring each other. We bring peers together to learn and grow.
  - Partners Online DialogueTools from our partners that help translate behavior and data into impact.
- - Get in touchInterested in our approach or a collaboration? We'd love to engage with you.
  - Sign up for the newsletterStay tuned for the latest news on CRO and experimentation!
  - VacanciesCome work at the agency for data-driven optimization.

Blogs from Online Dialogue

Want to learn more about CRO and experiment? In our blogs, you'll read how you can use experiments to improve your website and apps and learn more from users. We share practical tips and examples to help you get more out of your platform.

Most recently

June 1, 2026

How to optimize a proposition with data, UX and user research

Many marketing campaigns fail not on reach but whether or not the message (or proposition) is understood. It often goes like this: the message is there, the product is well thought out, live with that campaign. And then: nothing. Visitors on your beautiful landing page but without desired results. In many cases this is not due to targeting, creation or budget but due to something more fundamental: the proposition is not well understood by the target group. Time to optimize your proposition

Maud Vermeulen

Discover all blogs

April 13, 2026

From best practice to shopper mindset at Emerce Conversion

Why do best practices work for some and not others? The difference is in how customers decide. Read all the insights from behavioral expert Lotte Reijmer's talk on how the shopper mindset helps you make better choices.

Maud Vermeulen

March 16, 2026

Dialogue Thursday #50: from CRO to customer journey optimization

On Thursday, March 12, we celebrated a special milestone: the 50th edition of Dialogue Thursday. What once started as a small-scale initiative to bring peers together around conversion and experimentation has grown into a regular meeting place for professionals working on digital growth, customer experience and organizational development. In 50 editions from CRO to customer journey optimization. Read more.

Maud Vermeulen

March 5, 2026

Why experimentation is becoming an operating model for smart organizations

A conversation with Valentin Radu, founder of Omniconvert, on experimentation as an operating model, AI and sustainable digital growth. Read more

Maud Vermeulen

November 24, 2025

Will AI make us smarter or dumber? The insights of Klöpping, Scherder and Online Dialogue

Reflection on Klöpping × Scherder by Simon Buil (Data Analyst at Online Dialogue)

Maud Vermeulen

November 18, 2025

Event Report: Dialogue Thursday #49: The Learning Era, Data Trends & Experimentation within Product

Last Thursday, the 49th edition of Dialogue Thursday (DiDo) took place. DiDo is the knowledge event for professionals in conversion optimization, product development and data-driven working.

Maud Vermeulen

August 11, 2025

6 trends shaping experimentation in 2025

Over the past few weeks, I attended five leading events, spoke on stages and had countless conversations. One clear conclusion: our field is coming of age. Six themes stood out. In this blog I share them, with quotes and test ideas.

Maud Vermeulen

August 1, 2025

Digital accessibility for UX designers: tips and practice from Jiska Smit - Meulman (Azerty)

UX designer Jiska Meulman (Azerty) became captivated by the subject of Digital Accessibility during the 2024 Webwinkel Vakdagen. It has since become not only her expertise, but also her mission. Read the interview

Maud Vermeulen

June 24, 2025

Experimentation Elite 2025: three awards to take home and insights on CRO

How do you build a successful experimentation culture inside and outside your organization? How do you use AI and unstructured data to generate really valuable insights? And how do you ensure that optimizations meet real user needs, including those of people with disabilities?

Maud Vermeulen

May 15, 2025

DiDo #48: How to truly understand your customers

Unlock the future of conversion optimization and experimentation at DiDo, the ultimate knowledge event for professionals in product development and data-driven decision-making.This edition is all about going beyond the surface of A/B test results. We'll explore how smarter research and experimentation leads to deeper behavioral insights, and how those insights help teams make better product decisions.Learn how to turn data into action, align experimentation with product goals, and build a culture where learning drives continuous growth.

Ruben de Boer - conversion manager

April 28, 2025

Webinar: How A/B testing helps spread tourist traffic in Amsterdam

A/B testing can be used much more broadly than just for increased conversions. In collaboration with amsterdam&partners, we researched how to achieve behavioral change in Amsterdam by helping visitors make better choices in time and space. In this webinar we share concrete experiments, results and learnings from this research. The A/B testing method was used as part of a broader study on behavioral change in Amsterdam.The webinar is for CRO specialists, marketers and policy makers working on behavioral management and livability.The case we used to help spread crowds in Amsterdam was awarded Experimentation Elite Award 2024.

Nino from Tour

March 26, 2025

BOOM! The 5 psychological optimization strategies

Digital optimization is about more than just data analysis and A/B testing. For example, it's not just about what works, but why something works. Why do visitors click one button and ignore another?

Isabella Klaassens

March 25, 2025

ConversionBoost 2025 insights for CRO specialists

Last week I was in Copenhagen for the second time for the ConversionBoost conference. This year it was extra special for me: I got to give the opening keynote.

Ruben de Boer - conversion manager

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Blogs from Online Dialogue

Most recently

How to optimize a proposition with data, UX and user research

Discover all blogs

From best practice to shopper mindset at Emerce Conversion

Dialogue Thursday #50: from CRO to customer journey optimization

Why experimentation is becoming an operating model for smart organizations

Will AI make us smarter or dumber? The insights of Klöpping, Scherder and Online Dialogue

Event Report: Dialogue Thursday #49: The Learning Era, Data Trends & Experimentation within Product

6 trends shaping experimentation in 2025

Digital accessibility for UX designers: tips and practice from Jiska Smit - Meulman (Azerty)

Experimentation Elite 2025: three awards to take home and insights on CRO

DiDo #48: How to truly understand your customers

Webinar: How A/B testing helps spread tourist traffic in Amsterdam

BOOM! The 5 psychological optimization strategies

ConversionBoost 2025 insights for CRO specialists

Get rid of those assumptions. Time for proof.