is an international digital design agency based in The Netherlands & The Philippines, creating the future of tomorrow yesterday.
Your reports tell you what visitors did. They don’t tell you why someone abandoned their cart after seeing the shipping costs, struggled to find your returns policy, or left because a form asked for too much too soon.
Those moments rarely appear in your dashboards.
A hesitation. A missing answer. A lack of trust. Confusing navigation. Unclear messaging. Small usability issues that seem insignificant on their own, but together create enough friction for visitors to leave.
Every lost customer is someone you already paid to acquire.
That’s where we come in.
We uncover the friction, unanswered questions, trust gaps and missed opportunities that analytics alone can’t reveal. Most of them can be identified before a single line of code is written, saving development time while focusing your team on the changes most likely to increase revenue.
01 · Research & Audits
02 · Optimisation & Testing ★ Most chosen ★
03 · Personalisation & Funnel Design
Because optimization rarely fits neatly into one discipline.
I’m Pim de Groot, founder of PrettyDamnGreat. My experience spans the customer journey from creative and UX to e-commerce, analytics, experimentation, conversion and growth. That allows me to look beyond individual metrics or tests and focus on what actually needs to improve.
PrettyDamnGreat helps businesses turn customer insights into better digital experiences and measurable commercial results. From research and UX improvements to experimentation and conversion optimization, the focus is always on finding what matters and improving it.
Analytics, behavioral research and UX analysis uncover friction and missed opportunities before development resources are committed to solutions.
Explore CRO research →Ideas become hypotheses. Hypotheses become experiments. Results determine what should be implemented, improved or reconsidered.
Explore experimentation →Conversion problems rarely exist on a single page. We look across the customer journey to improve usability, persuasion, relevance and digital performance.
Explore customer journey optimization →Pim de Groot works with companies and agencies on temporary, freelance, interim, fractional and project-based assignments. Based in Amsterdam, he works throughout the Netherlands and remotely with international teams.
Add senior CRO and digital optimization expertise to your existing team without making a permanent hire.
Temporarily fill or lead a CRO, digital optimization, customer journey or related senior role while maintaining momentum.
Bring in specialist expertise for a defined challenge such as a CRO audit, experimentation program, redesign or customer journey optimization project.
Get ongoing senior optimization leadership and strategic support without needing a full-time role.
Netherlands + remote international. Available for direct client engagements and collaborations with agencies.
Work with PimPrettyDamnGreat works with digital, creative, development and marketing agencies that need experienced conversion optimization expertise for their clients.
Pim de Groot can work directly alongside your team or fully white-label, supporting research, CRO strategy, experimentation, customer journey optimization and ongoing optimization programs while your agency retains the client relationship.
CRO for agenciesPim's professional background extends beyond conversion optimization. Over more than two decades, his work has crossed creative, design, UX, e-commerce, customer journeys, analytics, experimentation and growth.
That multidisciplinary experience is valuable in CRO, but also makes Pim relevant for selected senior freelance and interim roles in digital optimization, customer experience, UX, analytics and digital growth.
Professional experience includes work in and alongside established international businesses, e-commerce organizations and digital agencies across B2C and B2B environments.
Explore Pim's experienceTools support the process, but they don't replace strategy. Pim has worked across experimentation, analytics, behavioral research, personalization and UX platforms throughout his optimization career.
Varify.io, Optimizely, VWO and other experimentation environments.
Google Analytics 4, Microsoft Clarity, Contentsquare, Hotjar and behavioral research tools.
Figma and related design, prototyping and customer journey workflows.
Conversion optimization sits at the intersection of customer behavior, UX, analytics, experimentation, psychology, technology and business. PrettyDamnGreat publishes practical perspectives on how those disciplines come together to improve digital experiences and commercial performance.
Why conversion optimization should improve the entire customer journey, not just produce a backlog of experiments.
Read the article →How AI agents could change discovery, persuasion, customer journeys and the role of CRO.
Explore AI & commerce →Why meaningful optimization often requires challenging existing assumptions rather than only testing safe incremental changes.
Explore experimentation →Pim de Groot is a multidisciplinary digital professional whose career spans creative work, UX, e-commerce, customer journeys, analytics, experimentation, conversion optimization and growth.
His approach combines data and creativity with philosophy and science: questioning assumptions, understanding behavior, creating alternatives and validating whether they actually work.
About Pim de Groot →PrettyDamnGreat is the independent consultancy and creative platform founded by Pim de Groot. Its primary professional practice focuses on conversion and digital optimization for businesses and agencies.
PrettyDamnGreat also publishes knowledge, books and research and provides a home for selected independent creative projects.
About PrettyDamnGreat →Alongside consulting, Pim writes and develops independent projects through PrettyDamnGreat. These include books, creative concepts and projects such as IN VIVO and Unmatrix.
Future PrettyDamnGreat publications will also explore conversion optimization, experimentation, customer journeys and the changing relationship between people, businesses and technology.
Quick answers about conversion optimization, working with Pim and how PrettyDamnGreat works with businesses and agencies.
PrettyDamnGreat is the conversion and digital optimization consultancy of Pim de Groot. It helps businesses and agencies improve conversion, customer journeys and digital performance through research, UX optimization, experimentation, personalization and broader CRO programs.
Yes. Pim de Groot works as a senior freelance CRO and digital optimization specialist on temporary, project-based, interim and fractional assignments for companies and agencies.
Yes. Pim accepts selected interim assignments in CRO, digital optimization, customer journey and related senior digital roles where his broader experience is relevant.
Yes. Pim is based in Amsterdam, the Netherlands, and works both with Dutch organizations and remotely with international companies, agencies and teams.
No. PrettyDamnGreat approaches conversion rate optimization as a broader discipline combining research, analytics, UX, customer journey optimization, experimentation, personalization and implementation. A/B testing is one method used to validate improvements, not the definition of CRO itself.
Yes. Pim can work alongside internal product, UX, marketing, analytics and development teams or collaborate with an existing agency to add senior conversion and optimization expertise.
Yes. PrettyDamnGreat can provide senior CRO and digital optimization expertise white-label for agencies, supporting their client work without requiring the agency to build the same senior capability internally.
Pim's professional experience also spans UX, e-commerce, analytics, customer journeys, digital experience, experimentation, growth, strategy and creative disciplines. Depending on the assignment, this can make him relevant for broader senior digital optimization, UX, customer experience and growth roles.
Whether you're looking to improve conversion, understand where customers drop out, build an experimentation program or bring senior optimization expertise into your team, tell me what you're trying to improve.
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