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 managementLearn how to make better product decisions as a product manager using data and experiments.
  - 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.

Maud Vermeulen

Marketer

Maud is a curious marketing professional who loves bringing people, knowledge, and ideas together. She enjoys delving into substantive issues and knows how to convey expertise in an accessible way. With her creativity, fresh perspective, and knack for building connections, she identifies opportunities and helps ideas move forward.

Alle blogs van Maud Vermeulen

November 2, 2026

From Frustration to Influence: Why Experimentation Isn't Taking Off

Your organization wants to adopt a data-driven approach. Experimentation needs to become part of product development, but in the meantime, roadmaps are full, stakeholders are asking for new features, and there’s little room left to validate assumptions. Why do some product teams manage to continuously learn and improve, while others get stuck just delivering features? Article on experimentation in product teams.

Maud Vermeulen

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

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 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 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

March 20, 2025

DiDo #47: Collaborating with product teams - the event report

Maud Vermeulen

December 17, 2024

DiDo #46: Trends in CRO and e-commerce - the event report

Maud Vermeulen

December 16, 2024

DiDo #47: Collaboration in product teams.

Maud Vermeulen

November 26, 2024

What we learned at Conversion Hotel 2024: practical insights

Maud Vermeulen

Maud Vermeulen

Alle blogs van Maud Vermeulen

From Frustration to Influence: Why Experimentation Isn't Taking Off

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

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

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

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 #47: Collaborating with product teams - the event report

DiDo #46: Trends in CRO and e-commerce - the event report

DiDo #47: Collaboration in product teams.

What we learned at Conversion Hotel 2024: practical insights

Get rid of those assumptions. Time for proof.