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PIM DE GROOT · PROFESSIONAL PROFILE
Pim de Groot
Conversion & Digital Optimization Consultant
I combine data, creativity, philosophy and science to understand how people behave, identify what holds digital experiences back and turn those insights into measurable improvements.
With 22+ years across digital and e-commerce, including 15+ years in conversion optimization and experimentation, my experience spans creative, UX, customer journeys, analytics, e-commerce, CRO and growth.
I work with businesses and agencies on a freelance, interim, fractional and project basis, from Amsterdam and remotely with teams internationally.
22+ Years
Digital & E-commerce
15+ Years
CRO & Experimentation
Strategy + Hands-on
From insight to execution
Agency + In-house
Multiple perspectives
HOW I GOT HERE
I didn’t start in CRO.
My career started on the creative side of digital and gradually moved through UX, e-commerce, customer journeys, analytics, experimentation and conversion optimization.
That matters because optimization rarely fits neatly into one discipline. A conversion problem can be caused by usability, messaging, structure, trust, proposition, technology, customer expectations or the way a business is organized around the journey.
I learned to look at those problems from multiple perspectives instead of treating every challenge as another metric to analyze or button to test.
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The goal is not to run more tests. The goal is to understand what should work better, why it matters and what the smartest way is to improve it.
01
Creative & Design
Visual communication, concepts, digital design and understanding how presentation shapes perception.
02
UX & E-commerce
Moving from how digital experiences look to how people actually use, understand and navigate them.
03
Customer Journey
Connecting individual pages and interactions to the complete path customers take before, during and after conversion.
04
CRO & Experimentation
Combining research, behavioral insight, analytics and controlled experimentation to validate what actually improves performance.
05
Conversion & Digital Optimization
Bringing the disciplines together to improve the wider digital experience, not only individual conversion metrics or experiments.