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PrettyDamnGreat Services
Conversion & Digital Optimization Services
Improve the digital journeys you already have by finding what holds customers back, deciding what is worth changing and validating what actually performs better.
I'm Pim de Groot, senior Conversion and Digital Optimization Consultant and founder of PrettyDamnGreat. I help organizations and agencies improve websites, e-commerce journeys and digital funnels through a combination of research, analytics, UX, experimentation and continuous optimization.
You do not need to know whether you need an audit, an A/B test, personalization or a redesign before getting in touch. The right approach depends on the problem, the available evidence and what has the highest potential impact.
One Optimization Discipline
CRO Is Bigger Than A/B Testing
An experiment is one way to validate an improvement. It is not the entire optimization process.
Sometimes the biggest opportunity is a testable change. Sometimes the data shows that a complete flow is confusing, the proposition is unclear, customers cannot find the right product or the checkout needs structural improvement.
Good conversion optimization starts by understanding the problem before deciding on the solution.
Research
→
Understand
→
Prioritize
→
Create
→
Experiment
→
Learn
→
Optimize
Start with evidence, not with the assumption that every problem needs
an A/B test.
01 · Core Service
Conversion Optimization
Turn more of your existing traffic into customers, revenue and business value.
Conversion optimization is the broadest form of my work. It combines research, analytics, customer behavior, UX, prioritization and experimentation to continuously improve digital performance.
Rather than focusing only on individual pages or isolated tests, I look at how the complete journey works together: where customers hesitate, where they drop out, what creates unnecessary friction and which opportunities are most likely to make a meaningful commercial difference.
Best fit when
You already generate meaningful traffic or revenue but know your website, webshop or funnel could perform better and want a structured optimization approach rather than a collection of disconnected improvements.
Typical work includes
CRO strategy · Opportunity identification · Funnel optimization · Customer journey analysis · Prioritization · UX improvements · Hypothesis development · Experimentation · Optimization roadmaps · Results analysis
02 · Research & Diagnosis
Research & CRO Audits
Find out where performance is being lost, why it is happening and what is worth fixing first.
A CRO audit brings together multiple sources of evidence rather than relying on one analytics report or a list of UX best practices.
I combine quantitative performance data with behavioral analysis, UX evaluation, customer journey research and commercial context to identify the strongest optimization opportunities.
The outcome is not just a list of observations. Findings are translated into prioritized opportunities, hypotheses and recommendations that can feed directly into an optimization roadmap.
Best fit when
You know performance could improve, but do not yet know where the biggest opportunities are, what causes customers to hesitate or which changes deserve priority.
Research can include
GA4 and funnel analysis · Device and browser performance · Behavioral analytics · Heatmaps · Session recordings · UX and heuristic analysis · Customer journey analysis · Surveys and qualitative research · Competitor analysis · Technical analysis · Opportunity prioritization
03 · Validation
Experimentation & A/B Testing
Replace internal opinions with evidence about what actually performs better.
Experimentation allows organizations to validate ideas before rolling them out permanently. I help turn research and business opportunities into testable hypotheses, experiments and measurable learnings.
This can range from individual A/B tests to broader experimentation programs with structured prioritization, documentation and continuous learning.
My experimentation experience developed from high-volume A/B/C/D testing across more than 90 countries at First Screen to dedicated website experimentation at Viking Direct and later complete CRO programs for agencies and international clients.
Best fit when
You have enough traffic to validate changes, want to reduce the risk of implementing ideas based on opinion or need a more structured experimentation program.
Typical work includes
Hypothesis development · A/B testing · Multivariate testing · Experiment prioritization · Test concepts · UX and design briefing · Experiment setup and direction · Statistical evaluation · Results analysis · Learning documentation · Experiment roadmaps
04 · Experience Design
Customer Journey & UX Optimization
Improve the journey when the problem is bigger than one button, page or experiment.
Not every conversion problem can be solved with a small test. Sometimes the underlying journey, information architecture, interface or flow needs to be reconsidered.
My background in UX, creative direction, e-commerce and CRO allows me to move beyond identifying friction and also help develop the solution.
Data and research define the problem. UX and creative thinking help turn those insights into better experiences. Experimentation can then be used where appropriate to validate the result.
Best fit when
Customers struggle to find, understand, compare or complete something, or when the current journey has structural usability and conversion problems that cannot realistically be solved through small isolated optimizations.
Typical work includes
Customer journey analysis · Funnel redesign · UX concepts · Information hierarchy · Navigation · Search · PLP and PDP optimization · Landing pages · Cart and checkout · New flows · Design direction · Developer briefings · Responsive UX
05 · Relevance
Personalization
Create more relevant digital experiences for different audiences, behaviors and stages of the customer journey.
A single experience assumes every visitor has the same intent, knowledge and needs. In reality, audiences can respond very differently to the same proposition, messaging or journey.
Personalization uses customer, behavioral or contextual data to create experiences that are more relevant to specific visitors or segments.
My approach treats personalization as part of optimization, not as an isolated technology project. Segments and experiences should be based on meaningful differences and validated wherever possible.
Best fit when
You serve clearly different audiences, have enough customer or behavioral data to distinguish them and believe a one-size-fits-all experience is limiting relevance or conversion.
Typical work includes
Audience segmentation · Behavioral targeting · Journey-stage personalization · Dynamic content · Product and content relevance · Personalized landing experiences · Experiment-led personalization
How the Services Work Together
Why Pim
You Don't Need to Choose the Solution Before We Understand the Problem
These services are not separate boxes. Most meaningful optimization work combines several of them.
Example 01
Research → UX → Experimentation
Analysis reveals friction in checkout. The journey is redesigned and the most important changes are validated through experimentation.
Example 02
CRO → Research → Roadmap
An ongoing CRO engagement combines analytics, behavioral research and commercial priorities into a structured backlog of optimization opportunities.
Example 03
Experimentation → Personalization
Testing reveals that different audiences respond differently, creating evidence for targeted or personalized experiences.
Why Pim
Strategy, Research, Creativity and Execution in One Profile
Pim's background spans creative direction, UX, e-commerce, analytics, experimentation and CRO leadership. This means he can identify a problem, understand the evidence, develop potential solutions and work with designers, developers and stakeholders to move those solutions forward.
22+ years
Digital & e-commerce experience
15+ years
Conversion & experimentation experience
Hands-on + Lead
From analysis and testing to teams and client ownership
Not Sure What You Need?
Tell Me What Isn't Working.
You do not need to diagnose the problem before getting in touch.
Tell me what you want to improve, where performance is disappointing, what the data is showing or simply what does not feel right in the customer journey. From there, we can determine whether the right next step is research, optimization, UX work, experimentation, personalization or a combination.