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About PrettyDamnGreat
Part Consultancy. Part Creative Platform. Always Building.
PrettyDamnGreat is the independent Conversion & Digital Optimization consultancy founded by Pim de Groot, helping businesses and agencies improve customer journeys, digital experiences and commercial performance.
Today the professional focus is CRO, experimentation, customer journey optimization, UX, personalization and growth. But PrettyDamnGreat did not start there.
Its roots go back to 2002, when the business began as GeneralGFX and worked across graphic design, digital design, websites and e-commerce. Over time, creating digital experiences gradually evolved into understanding why they perform, how they can perform better and how those improvements can be validated.
What We Are
An Independent Consultancy Built Around One Simple Question.
What could work better?
PrettyDamnGreat works with companies and agencies that already have a digital product, webshop, funnel or customer journey and want to understand where performance is being lost and what is worth improving.
That can lead to research, UX changes, experimentation, personalization, redesign, new journeys or a structured CRO program. The solution depends on the problem, not on whichever service happens to be easiest to sell.
Current Professional Practice
Conversion & Digital Optimization
Research · Analytics · CRO · Experimentation · UX · Customer Journey · Personalization · Growth
What We Are
An Independent Consultancy Built Around One Simple Question.
What could work better?
PrettyDamnGreat works with companies and agencies that already have a digital product, webshop, funnel or customer journey and want to understand where performance is being lost and what is worth improving.
That can lead to research, UX changes, experimentation, personalization, redesign, new journeys or a structured CRO program. The solution depends on the problem, not on whichever service happens to be easiest to sell.
Current Professional Practice
Conversion & Digital Optimization
Research · Analytics · CRO · Experimentation · UX · Customer Journey · Personalization · Growth
The Story So Far
From Graphic Design to Conversion & Growth.
PrettyDamnGreat evolved together with the digital world around it.
2002
GeneralGFX
The Creative Foundation
Pim de Groot founded GeneralGFX in the Netherlands in 2002 as a graphic design business working across print and digital design. The company also operated from an office in Paris, France.
What began with graphic work gradually expanded into website design, e-commerce, digital production and ongoing website management.
Brand Evolution
In 2018, GeneralGFX evolved into PrettyDamnGreat. The new name reflected a broader digital-first direction, moving away from traditional graphic production toward websites, e-commerce and conversion-oriented digital experiences.
2018
PrettyDamnGreat
A New Name and a Digital-First Direction
GeneralGFX became PrettyDamnGreat. At the time, the business was based in Davao City, Philippines and was run by Pim together with his wife.
The traditional print side disappeared and PrettyDamnGreat became an online digital agency focused on digital design, web experiences, e-commerce and conversion-oriented funnels.
2020
Back to the Netherlands
From Creating Experiences to Improving Them
After returning to the Netherlands, PrettyDamnGreat continued as a sole proprietorship and increasingly moved from simply designing digital experiences toward improving their performance.
UX, customer journey thinking, analytics and experimentation became progressively more important, while optimization started to become a larger part of the work.
2024
Full CRO & Growth Focus
Optimization Becomes the Core Practice
PrettyDamnGreat shifted its professional focus fully toward CRO and Growth, bringing together research, analytics, experimentation, UX, personalization, customer journey optimization and commercial performance.
2025
PrettyDamnGreat B.V.
The Next Chapter
At the end of 2025, PrettyDamnGreat transitioned from a sole proprietorship into PrettyDamnGreat B.V., establishing the current company structure in the Netherlands.
Today
Conversion, Growth & Independent Projects
Still Evolving.
Today, PrettyDamnGreat B.V. operates from Amsterdam with Conversion & Digital Optimization as its primary professional practice.
Alongside consulting, the company also develops and operates selected independent projects across publishing, digital concepts, fashion and other original ventures.
The Thinking Behind It
Creative enough to develop solutions. Analytical enough not to trust
them without evidence.
PrettyDamnGreat grew out of creativity, but optimization changed how decisions are made.
A strong idea is still valuable. So is instinct. But neither becomes true simply because somebody senior likes it, a competitor does it or it looks better in a design review.
Research helps us understand the problem. Creativity helps us imagine alternatives. Experimentation helps us discover whether those alternatives actually work.
Why PrettyDamnGreat Exists
CRO Was Never Supposed to Mean “Run More A/B Tests.”
Optimization is about making the complete digital experience work better for customers and the business.
Observe
Start with data, behavior, customer journeys and evidence to understand what is actually happening.
Create
Turn insight into hypotheses, new UX, stronger content, different journeys or completely new concepts.
Validate
Where possible, use experimentation and measurable outcomes to separate what performs from what merely sounded convincing.
Sometimes the right answer is an experiment. Sometimes the journey
simply needs to be redesigned.
How PrettyDamnGreat Works
Small Company. Senior Involvement.
The person you speak to is also the person responsible for the work.
PrettyDamnGreat is intentionally built around senior expertise rather than layers of account management. Depending on the assignment, Pim works directly with your team or collaborates with your existing designers, developers, analysts, marketers and agencies.
Direct
Work directly with founders, managers and internal digital, product or e-commerce teams.
Embedded
Join an existing organization as a senior freelance, interim or fractional optimization specialist.
Agency / White-label
Add senior CRO and optimization capability to an agency team without building that expertise internally.
Founder
PrettyDamnGreat Is Led by Pim de Groot.
A career that moved from creative work to UX, e-commerce, experimentation and conversion optimization.
Pim has more than two decades of experience across digital and e-commerce, including creative leadership, UX, customer journey optimization, experimentation, CRO and Growth.
He has worked both in-house and through agencies and consultancies, which means he understands the work from several sides: the specialist doing the work, the manager responsible for the team, the client buying expertise and the agency delivering it.
Go Deeper
Professional Profile & Experience
View profile →
Tools & Technology
View technology experience →
Selected Work
View work →
Beyond Consultancy
PrettyDamnGreat Is Also Where We Build Our Own Ideas.
Consulting is the primary professional practice, but it is not the only thing created under PrettyDamnGreat.
PrettyDamnGreat B.V. also develops and operates selected independent projects created by Pim de Groot, spanning publishing, digital concepts, fashion and other original products.
Knowledge & Publishing
Ideas Worth Publishing
Articles, research, books and other knowledge projects around optimization, digital behavior, creativity and broader ideas.
Independent Project
Unmatrix Yourself
An independent project developed under PrettyDamnGreat exploring personal development, perspective and self-directed change.
Fashion & Lifestyle
IN VIVO & IV4Life
Fashion and lifestyle concepts developed and operated within PrettyDamnGreat's broader portfolio of owned projects.
Advising businesses is useful. Building your own things keeps you
connected to what it actually feels like to own the decisions.
Company Information
PrettyDamnGreat B.V.
Company
PrettyDamnGreat B.V.
Amsterdam, Netherlands
Founder: Pim de Groot
KvK: 99143887
VAT: NL868823971B01
Professional Focus
Conversion & Digital Optimization · CRO · Experimentation · Customer Journey · UX · Personalization · Growth
Available for direct, freelance, interim, fractional, project-based, agency and white-label engagements.
Questions
A Few Things People May Want to Know.
Is PrettyDamnGreat an agency?
PrettyDamnGreat has operated as an agency in earlier stages of
its history, but today it is primarily an independent senior
Conversion & Digital Optimization consultancy led by Pim de Groot.
Is PrettyDamnGreat the same as GeneralGFX?
PrettyDamnGreat grew out of GeneralGFX, the creative business
founded by Pim de Groot in 2002. The name PrettyDamnGreat has
been used since 2018.
Does PrettyDamnGreat work internationally?
Yes. PrettyDamnGreat is based in Amsterdam and works with
businesses and agencies in the Netherlands and internationally,
including remote engagements.
Does PrettyDamnGreat only do CRO?
Conversion and digital optimization are the core professional
practice, but the company also develops selected publishing,
creative and independently owned projects.
Can agencies hire PrettyDamnGreat?
Yes. PrettyDamnGreat regularly works with agencies as a senior
freelance or white-label CRO and optimization specialist.
PrettyDamnGreat
Something Could Work Better. Let’s Find Out What.
Whether you need research, experimentation, UX improvement or a broader optimization program, the starting point is understanding what is getting in the way.