WORK WITH PIM

Senior optimization expertise, without the full-time hire.

Bring 22+ years of digital and e-commerce experience, including 15+ years in conversion optimization and experimentation, into your team, project or client account.

I’m Pim de Groot, founder of PrettyDamnGreat. I work with businesses and agencies that need senior expertise in conversion, customer journeys, experimentation and digital optimization, without necessarily adding another permanent role to the team.

Freelance Interim Fractional Project-based Remote & International

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WHEN TO BRING ME IN

You don't always need another agency. Or another full-time hire.

Sometimes the expertise is already spread across your team. You have analytics, marketing, UX, development and plenty of ideas, but nobody has the time, experience or ownership to connect the pieces and turn them into a structured optimization program.

Other times, you simply need an experienced specialist to step in, solve a specific challenge or temporarily take the lead.

01

You have traffic, but conversion isn't improving.

There is enough activity and data, but it isn't clear what is holding customers back or what to improve first.

02

You have plenty of data, but not enough direction.

Analytics tells you what happened, but your team needs help turning signals, research and customer behavior into concrete opportunities.

03

You're testing, but not really optimizing.

Experiments are running, but there is no clear research process, strategy or learning cycle connecting one test to the next.

04

Optimization has no clear owner.

CRO sits somewhere between marketing, e-commerce, UX, analytics, product and development, with nobody responsible for the complete picture.

05

You're building something new and don't have data yet.

Starting without historical data doesn't mean starting without knowledge. Years of experience, CRO and UX best practices, persuasion principles and behavioral insights can help shape a new website, app, funnel or customer journey correctly from the start.

Once real user data becomes available, we can use it to validate and refine what we've built.

06

Your business is too small for reliable A/B testing, but not for optimization.

A/B testing is only one part of CRO. As a practical guideline, traditional A/B testing generally becomes more viable from around 150,000 visitors per year, depending on conversion volume and the effects being measured.

Smaller websites can still be researched, optimized and personalized using customer insights, behavioral data, UX and CRO best practices and other methods that don't require large test samples.

07

You need senior expertise, but not permanently.

A project, transition, growth phase or temporary gap requires experience now, without immediately creating another full-time position.

08

Your agency needs expertise behind the scenes.

You want to offer or strengthen CRO and experimentation for your clients without building the complete capability in-house.

No data ≠ no optimization.

No A/B testing ≠ no CRO.

WAYS TO WORK TOGETHER

The right expertise, in the setup that fits your challenge.

Not every optimization challenge needs the same type of engagement. I can step into an existing team, temporarily take ownership, solve a defined challenge or support an agency behind the scenes.

The setup can be adapted to your team, goals and the amount of support you actually need.

01 FREELANCE

Add senior optimization expertise to your existing team.

Bring me in when you already have people in place but need additional experience, capacity or specialist knowledge in conversion optimization, experimentation, customer journeys or digital optimization.

I can work directly with your marketing, e-commerce, UX, product, analytics, design and development teams, taking ownership where needed while making use of the expertise already available internally.

BEST SUITED FOR Ongoing optimization, additional senior capacity, CRO programs and teams that want to accelerate without making another permanent hire.

02 INTERIM / FRACTIONAL

Temporary ownership without the permanent hire.

When CRO or digital optimization needs stronger ownership, I can temporarily step into a senior or lead role and help bring structure, direction and momentum.

That can mean setting the strategy, building the roadmap, coordinating research and experimentation, aligning stakeholders, guiding specialists and helping the organization develop a more mature optimization process.

Fractional engagements offer the same senior involvement when you don't need someone five days a week.

BEST SUITED FOR Temporary vacancies, transformation, growing optimization teams, leadership gaps and organizations building or restructuring their CRO capability.

03 PROJECT-BASED

A defined challenge. A clear scope. Senior expertise where it matters.

Not every problem requires an ongoing engagement. I can also be brought in for a specific optimization challenge with a defined objective and scope.

That could be researching and improving a customer journey, conducting a CRO audit, developing an experimentation strategy, optimizing a funnel, creating new concepts or landing pages, improving personalization, or helping shape a new digital experience before sufficient behavioral data exists.

The project can end with research and recommendations, or continue through concept, implementation guidance and validation.

BEST SUITED FOR Audits, redesigns, new websites or journeys, funnel optimization, research projects and clearly defined conversion challenges.

04 AGENCY / WHITE-LABEL

Add senior optimization expertise to your agency without building it in-house.

I work with agencies that want to offer or strengthen CRO, experimentation and digital optimization for their clients without hiring a complete specialist team internally.

Depending on the setup, I can work behind the scenes or become part of the client-facing team. This can include client communication, research and analysis, strategy, hypotheses, roadmaps, dashboards and documentation, while directing designers and developers on what should be created, changed or tested.

The relationship with your client remains yours. My role is to strengthen the expertise and delivery behind it.

BEST SUITED FOR Digital agencies, performance agencies, UX/design agencies and development agencies that need experienced CRO capability for individual clients or on an ongoing basis.

WHAT I CAN TAKE OWNERSHIP OF

From finding the problem to improving the experience.

Conversion optimization rarely belongs to one discipline. A problem that appears in analytics may actually come from UX, messaging, customer expectations, technical limitations or a disconnect somewhere else in the journey.

I can work across those disciplines and take ownership of the complete optimization process, or step into the parts where your team needs additional expertise.

01

RESEARCH & DIAGNOSE

Understand what is happening, and what may be holding customers back.

I combine quantitative and qualitative research to identify friction, unanswered questions, behavioral patterns and opportunities throughout the customer journey.

This can include analytics, behavioral data, customer research, heuristic analysis, usability, funnel analysis, technical performance, competitor research and existing business knowledge.

The goal isn't more reports. It's knowing where the strongest opportunities are and why they matter.

02

STRATEGY & PRIORITIZATION

Turn insights into decisions.

Research only creates value when something happens with it. I translate findings into concrete opportunities, hypotheses and an optimization roadmap.

Ideas are prioritized based on expected impact, evidence, effort, business relevance and what we still need to learn.

This creates direction for teams that have plenty of ideas, but no shared answer to what should we improve first?

03

CONCEPT & OPTIMIZE

Design better solutions, not just more experiments.

Not every problem needs an A/B test, and not every solution is a small change.

Depending on what we discover, optimization can involve UX improvements, new customer journeys, landing pages, propositions, personalization, funnel redesigns or entirely new concepts.

This is where my background in creative, design, UX and e-commerce becomes especially useful: research tells us where the opportunity is, but we still need to create a better alternative.

04

EXPERIMENT & VALIDATE

Test assumptions when testing makes sense.

For websites and digital products with sufficient traffic and conversion volume, experimentation allows us to determine whether an improvement actually performs better.

I can develop hypotheses, define experiments, determine required sample sizes, guide design and development, evaluate results and translate what we learn into the next decisions.

A/B testing is a tool within optimization, not the definition of optimization itself.

05

IMPLEMENT & IMPROVE

Make sure good ideas don't end with a presentation.

Optimization shouldn't stop at recommendations or winning experiments. I can work with your designers, developers, marketers and other specialists to help turn findings into actual improvements.

Results and learnings are documented and fed back into the roadmap, so each iteration can build on what we've already learned.

Optimization is a continuous system.

Research → Prioritize → Create → Validate → Implement → Learn ↻

HOW I FIT INTO YOUR ORGANIZATION

I can work inside your team, alongside it or behind your agency.

Every organization is structured differently. Some already have experienced designers, developers and analysts but need someone to connect the disciplines. Others need more hands-on support or someone who can temporarily take ownership of optimization altogether.

I don't need to replace the expertise you already have. I can work with it, strengthen it and fill the gaps where they're needed.

01 INSIDE YOUR TEAM

Become part of the team without becoming another permanent hire.

I can work directly within your existing e-commerce, marketing, product, UX or growth team and operate much like an internal senior optimization specialist.

That means joining the relevant meetings, working with your data and tools, collaborating directly with stakeholders and turning opportunities into concrete work for analysts, designers, developers, marketers and other specialists.

For the duration of the engagement, the goal is simple: work as part of the team, not as an external consultant standing on the sidelines.

02 ALONGSIDE YOUR TEAM

Add the expertise that's missing without replacing what's already working.

You may already have strong internal specialists but need senior optimization expertise to connect research, customer behavior, UX, experimentation and commercial objectives.

In that setup, I can focus on research, strategy, prioritization, concepts and experimentation while your existing team handles the parts they're best equipped to deliver.

I can also bring an independent perspective and challenge assumptions when teams have become too close to their own product or journey.

03 BEHIND YOUR AGENCY

Your client relationship, strengthened by specialist expertise.

For agencies, I can work completely behind the scenes or become a visible part of the client team, depending on what works best for the relationship.

I can take responsibility for research, analyses, client presentations, CRO strategy, hypotheses, experimentation roadmaps, dashboards and documentation, while briefing and directing your designers and developers on what should be created or tested.

This allows your agency to add experienced conversion and digital optimization capability without having to build the entire discipline internally.

WHO I WORK BEST WITH

The size of your business matters less than the problem you want to solve.

You don't need millions of visitors, a dedicated CRO team or an enterprise experimentation platform to benefit from optimization.

What matters more is that there is something meaningful to improve, whether that's conversion, usability, customer journeys, personalization, digital performance or the foundations of something entirely new.

I work with organizations of different sizes and levels of optimization maturity.

01 E-COMMERCE & DIGITAL

Turn existing traffic and customer behavior into better performance.

For businesses with an established website, webshop, app or digital journey, I can help uncover where customers struggle, hesitate or drop out and determine what should be improved.

For larger businesses, that may include continuous research, personalization and experimentation. For smaller businesses, the focus may be more on UX, customer behavior, CRO best practices and implementing improvements directly without needing to A/B test everything.

02 GROWING BUSINESSES

Build optimization into growth instead of adding it later.

Growth often creates complexity. More traffic, more channels, more products and more people also create more opportunities for friction.

I can help bring structure to optimization, establish better customer journeys and make sure decisions are increasingly based on evidence rather than assumptions.

And when you're building something new, we don't need to wait months for data before making good decisions. Existing research, behavioral principles, CRO and UX best practices and years of experience provide a strong starting point that can later be refined using your own customer data.

03 ESTABLISHED ORGANIZATIONS

Connect teams, data and customer journeys that have become increasingly complex.

In larger organizations, optimization is rarely limited by a lack of ideas. The challenge is often ownership, prioritization and coordination across e-commerce, marketing, UX, product, analytics, development and management.

I can provide senior ownership across those disciplines, help establish a structured optimization program or temporarily lead an existing one.

04 AGENCIES

Add senior optimization expertise when your clients need it.

Digital, performance, design, development and marketing agencies can bring me into individual client projects or use me as an ongoing extension of their capabilities.

I can operate white-label, work directly with the agency team or take a client-facing role while the broader relationship remains with the agency.

This makes it possible to add CRO, experimentation and digital optimization expertise without having to hire and build the entire capability internally.

A good fit is defined by mindset, not company size.

The best collaborations are built around the willingness to understand the problem before deciding on the solution.

You don't need perfect analytics, huge amounts of traffic or an established experimentation program. But there should be room to investigate, challenge assumptions and improve what already exists, or build something new on stronger foundations.

If something in the digital experience could work better, there's usually something worth investigating.

WHY WORK WITH PIM

Senior enough to see the bigger picture. Hands-on enough to improve it.

I’ve spent more than two decades working across digital, e-commerce, creative, UX, customer journeys and optimization, including 15+ years focused on conversion optimization and experimentation.

That breadth matters. It means I can look beyond an individual metric or experiment, understand how different parts of the customer journey influence each other and still translate strategy into concrete improvements that teams can actually build and implement.

01 22+ YEARS

Experience that started long before CRO became a discipline.

My career developed from creative and digital design into UX, e-commerce, customer journeys, experimentation and conversion optimization.

That gives me a broader perspective on optimization than looking at data or A/B tests alone. I understand both how digital experiences are created and how they can be systematically improved.

02 15+ YEARS CRO

Optimization backed by years of testing what actually works.

I’ve worked with conversion optimization and experimentation across different businesses, industries, teams and levels of maturity.

That experience helps me recognize patterns and apply proven principles, while still treating every business and customer journey as its own challenge.

03 AGENCY + IN-HOUSE

I understand both sides of the table.

I’ve worked inside organizations as well as with and through agencies.

That means I understand internal stakeholders, commercial objectives and organizational complexity, but also agency delivery, client relationships, deadlines and the realities of getting work designed, developed and shipped.

04 STRATEGY + EXECUTION

Ideas only matter when they become improvements.

I’m comfortable defining strategy, building roadmaps and working with senior stakeholders, but I can also dive into analytics, conduct research, develop hypotheses, create concepts, brief designers and developers, analyze experiments and document what we learn.

The level at which I work depends on what the project and team need.

PROFESSIONAL EXPERIENCE INCLUDES

Vattenfall Viking / Office Depot fonQ Thomas Cook Albelli CLUSE

WORKING WITH AND THROUGH AGENCIES INCLUDING

DEPT Bikkelhart Foundry Lyfto Sprints & Sneakers SmallGiants

“

A very strong partner. Great and professional collaboration, with a clear focus on results.

Ellen Verhoeven Client contact · Lois Lee CRO engagement delivered through Lyfto

MORE ABOUT PIM

Want the full professional background?

Explore Pim’s career, experience, expertise and the organizations and agencies he has worked with.

Explore Pim’s experience

HOW WE WORK TOGETHER

Start with the challenge. Not the solution.

You don't need to know whether you need an audit, redesign, experimentation program, personalization strategy or something else before getting in touch.

We start by understanding what you're trying to improve, what you already know and what capabilities are already available within your team. From there, we determine what makes sense.

01

UNDERSTAND THE CHALLENGE

First, we figure out what actually needs attention.

We discuss your goals, current situation, customer journey, available data, previous research and experiments, and what you believe may be holding performance back.

If you're building something new, that's fine too. We can start with the proposition, customer needs, intended journey and what needs to be created.

The first objective isn't to sell you a predefined solution. It's to understand the problem well enough to determine the right next step.

02

DEFINE THE RIGHT SETUP

Decide what expertise you need, and how much of it.

Based on the challenge, we determine the most appropriate way of working together.

That might be a clearly defined project, ongoing freelance support, a temporary interim role, fractional ownership or specialist support through your agency.

We also establish who does what. If you already have designers, developers, analysts or researchers, I'll work with them rather than duplicate capabilities you already have.

03

RESEARCH & PRIORITIZE

Find the opportunities worth acting on.

Depending on what we already know, I'll use the appropriate combination of data, research, customer behavior, CRO and UX principles, experimentation learnings and experience to identify opportunities.

Those opportunities are translated into clear priorities, hypotheses or improvements so everyone understands what we're doing, why we're doing it and what we expect to learn or improve.

04

CREATE & EXECUTE

Turn insights into actual improvements.

From here, the work moves into execution.

Depending on the engagement, I can develop concepts, create or direct hypotheses, brief designers and developers, guide implementation, set up experiments or work alongside your team to get improvements live.

The goal is not to produce recommendations that disappear into a presentation. The goal is to improve the actual customer experience.

05

MEASURE, LEARN & IMPROVE

Use every result to make the next decision better.

Where measurement or experimentation is possible, we evaluate what happened and what we learned.

Successful changes can be implemented or scaled. Unexpected or negative results are just as useful when they teach us something about customer behavior.

Those learnings feed back into the next priorities, creating a continuous cycle rather than a one-off project.

THE OPTIMIZATION CYCLE

Understand → Prioritize → Improve → Measure → Learn ↻

↗

NO RIGID METHODOLOGY FOR EVERY PROBLEM

The process adapts to the challenge.

A focused project may move through these steps quickly. An ongoing optimization program can repeat them continuously. An interim assignment may also include leadership, stakeholder management and building the optimization capability itself.

PRACTICAL QUESTIONS

A few things you might want to know before we start.

Every project and organization is different, but the practical questions are often similar. Here are the answers to the things businesses, agencies and recruiters most often need to know before bringing me in.

01 Can I hire Pim de Groot as a freelance conversion optimization consultant? +

Yes. Pim de Groot is available for freelance conversion and digital optimization assignments with businesses and agencies. This can range from additional senior expertise within an existing team to taking ownership of a broader CRO or optimization program.

Assignments can be ongoing or for a predefined period, depending on what the organization needs.

02 Does Pim take interim assignments? +

Yes. Pim can temporarily step into an interim conversion, CRO or digital optimization role, including assignments that require senior ownership, strategy, stakeholder management and coordination across disciplines.

This can be useful during a vacancy, transition, transformation or while an organization is building its own optimization capability.

03 Can Pim work on a fractional basis? +

Yes. Not every organization needs a senior optimization specialist five days a week.

Fractional engagements give businesses access to senior conversion and digital optimization expertise for a recurring part of the week or month, while the existing team continues to handle day-to-day execution.

04 Can I hire Pim for one specific project? +

Yes. Project-based assignments can focus on one clearly defined challenge, such as a CRO audit, customer journey, funnel, redesign, research project, personalization initiative, experimentation strategy or the development of a new digital experience.

The scope can range from research and recommendations to concepts, implementation guidance and validation.

05 Does Pim work remotely and internationally? +

Yes. Pim de Groot is based in Amsterdam, the Netherlands, and works remotely with businesses, agencies and teams internationally.

Depending on the engagement and location, on-site collaboration can also be discussed when it adds value.

06 Does Pim work white-label for agencies? +

Yes. PrettyDamnGreat works with agencies that need senior CRO, experimentation or digital optimization expertise for their clients.

Pim can operate completely behind the scenes or work directly with the client as part of the agency team. This can include client communication, research, strategy, hypotheses, presentations, dashboards and directing design and development.

07 Can Pim work with our existing designers and developers? +

Yes. In many engagements, Pim works with the people and capabilities already available within the organization or agency.

Rather than replacing existing specialists, he can translate research and optimization opportunities into clear concepts, hypotheses and briefs and guide designers and developers on what should be created, changed or tested.

08 Do we need enough traffic for A/B testing before working with Pim? +

No. Conversion optimization is much broader than A/B testing.

Traditional A/B testing generally requires substantial traffic and conversion volume to produce reliable results. As a practical guideline, it becomes more viable at around 150,000 visitors per year, although the actual requirement depends on conversion volume, traffic distribution and the effect being measured.

Smaller websites and apps can still be improved through research, behavioral insights, UX and CRO best practices, personalization and direct implementation.

09 Can Pim help if we're building something new and don't have data yet? +

Yes. Optimization can start before historical customer data exists.

Pim can use experience, existing research, UX and CRO best practices, behavioral and persuasion principles and knowledge from previous experimentation to help create stronger foundations for a new website, app, funnel, proposition or customer journey.

Once real customer behavior becomes available, those decisions can be evaluated and refined using your own data.

10 How does pricing work? +

The cost depends on the type of engagement, required involvement, duration and scope.

A defined project can be scoped separately, while freelance, interim and fractional engagements can be structured around the required amount of time and responsibility.

Tell me what you're trying to improve first. From there, we can determine the most appropriate setup and scope.

LET’S WORK TOGETHER

Something could work better. Let’s figure out what.

You don’t need to know exactly what kind of engagement, research or optimization you need before getting in touch.

Tell me what you’re trying to improve, build or solve. I’ll look at the challenge, your current setup and what expertise you already have, and we can determine whether I’m the right fit and what way of working makes the most sense.

Discuss your project

Freelance · Interim · Fractional · Project-based · Agency support · Remote & International

Conversion · Customer Journeys · Experimentation · Digital Optimization