Services
Conversion Optimization (CRO)
Demonstrably more conversions through data-driven experiments
Most companies invest heavily in attracting traffic through Google Ads, SEO, or social media. But what if your existing traffic would convert 2x better? You would double your revenue without spending a single extra euro on advertising.
As a former senior CRO specialist at Dentsu, I spent 4 years optimizing the websites of KPN, Transavia, and Centraal Beheer. I now apply that agency experience and proven methods for SMEs — with the same rigor, but with the personal involvement of a dedicated specialist.
My approach combines quantitative data analysis with qualitative user research. No gut feelings, but hypotheses validated through A/B tests. This ensures every change genuinely contributes to your results.
Benefits
What does conversion optimization deliver?
Proven improvement
validated by A/B tests
No guesswork — only statistically proven improvements. Every experiment is set up with a clear hypothesis and evaluated only after reaching statistical significance.
This way you know for certain that a change actually contributes to your results — and isn't based on chance.
Higher ROI
more revenue from existing traffic
Why spend more on advertising when your existing traffic could convert better? By increasing your conversion rate, the return on all your marketing channels goes up.
Doubling your conversion rate has the same effect as doubling your marketing budget — but without the extra cost.
Data-driven decisions
facts, not guesswork
I combine quantitative data (analytics, heatmaps, scroll-depth) with qualitative insights (user tests, surveys) to identify the most impactful improvements.
By combining research, data, and experiments, you make well-founded decisions about your website.
What is conversion optimization?
Conversion optimization (CRO) is the process of systematically improving your website to turn more visitors into customers. Instead of guessing what works, you use data and experiments to implement proven improvements.
The foundation of CRO is understanding your visitor. Why does someone come to your website? What are they looking for? And where do they get stuck? By answering these questions with data — analytics, heatmaps, user tests — you discover exactly where the bottlenecks are.
Then you formulate hypotheses and test them with A/B tests. You show 50% of your visitors the original version (A) and 50% a modified version (B). After sufficient data, you can determine with statistical certainty which version performs better.
When is CRO worthwhile?
CRO is most valuable when you already have a significant stream of visitors to your website. After all, you invest in advertising, SEO, or other channels to attract traffic — CRO ensures you get the maximum return from it.
For A/B testing you need sufficient traffic (at least 1,000 visitors per week). But even for smaller websites, there are CRO methods that deliver immediate results: expert reviews, usability research, and best-practice optimizations.
CRO is not just for webshops. Whether you generate leads, want to increase demo requests, or optimize your funnel — the methodology is universally applicable.
The combination with SEA and SEO
CRO does not stand alone. It is most effective in combination with other disciplines. Where Google Ads drives relevant traffic and SEO provides organic growth, CRO ensures this traffic actually converts.
With my broad background in CRO, SEA, and analytics, I can optimize the entire chain — from the first click in Google to the final conversion on your website. That is where real growth happens.
My CRO approach
A structured approach that ensures continuous improvement of your website. Each experiment builds on the learnings from the previous one.
1. Research & Analysis
We start with a thorough analysis of your current situation. Using analytics, heatmaps, scroll-depth analysis, session recordings, and potentially user tests, I map out where the biggest opportunities lie. Where do visitors drop off? What are the main barriers?
2. Hypothesis & Prioritization
Based on the research, I formulate concrete hypotheses. These are prioritized by expected impact, required effort, and data reliability. This way, we always work on the experiments with the most potential.
3. Experiment & Implementation
The experiment is set up as an A/B test (or multivariate test) with proper sample size calculation and statistical power. I use tools like VWO, Optimizely, or Google Optimize and can implement the variants myself or collaborate with your development team.
4. Analysis & Iteration
After reaching statistical significance, the experiment is evaluated. Winners are implemented, learnings are documented. Every test — even a 'loser' — yields valuable insights that lead to better future experiments.
What you can expect
Thorough analysis of your current website with concrete improvement points and quick wins.
Prioritized roadmap with hypotheses ranked by expected impact.
Professionally set up A/B tests with proper statistical design.
Monthly reporting with results, learnings, and recommendations.
Continuous optimization: every experiment yields insights for the next one.
Advice on your entire customer journey — not just the website, but also landing pages, propositions, and funnels.
CRO Products
Prefer a clearly scoped engagement over an ongoing retainer? Check out my CRO products with defined deliverables, timelines and fixed scope. From CRO audit to A/B test analysis.
View all CRO products →Why me as your CRO specialist?
Agency-level CRO with the personal involvement of a dedicated specialist
4 years sr. CRO specialist at Dentsu
As a senior CRO specialist at Dentsu — the world's third-largest media and advertising agency — I optimized the websites of KPN, Transavia, and Centraal Beheer. I now apply those methods for SMEs.
10+ years of online marketing experience
My broad background in SEA, analytics, and UX provides a holistic perspective. CRO is most effective when you understand the entire customer journey — from ad to conversion.
No long-term contracts
I believe my results should be the reason to keep working together. No obligations, cancel monthly. The results speak for themselves.
B2B and B2C experience
From large telecom companies (KPN) to e-commerce (Transavia) and insurers (Centraal Beheer). I understand the nuances of different business models and target audiences.
About Roy
Your own marketing specialist, without the overhead
Over 10 years of online marketing experience — including 4 years as sr. CRO specialist at Dentsu for KPN, Transavia and Centraal Beheer.
After years of working at top agencies for major brands, I now bring that same expertise to SMBs. You get agency-level quality with the personal involvement of a dedicated specialist.
No long-term contracts, no hidden costs. I believe my results should be the reason to keep working together — not a contract.
Clients I've had the pleasure of working with
A selection of companies I've successfully helped achieve their online marketing goals.
“We have been working together for about six months now and have had a great experience with Roy. Through a thorough assessment upfront and immersing himself in our business and industry, he knows exactly how to hit the right notes with Google Ads and optimization. Besides advising on our campaigns, he also advises on how we can optimize our website and services. Communication is smooth and we get clear, understandable answers to our questions. His advice is professional and you immediately get the sense that he knows what he is talking about. In short, highly recommended and we look forward to a long collaboration!”
Stefan Pesch
Manager, Euro-Parking B.V.
Frequently asked questions about conversion optimization
About conversion optimization
What is conversion optimization (CRO)?
Conversion optimization (CRO) is the systematic improvement of your website to get a higher percentage of visitors to take a desired action. This could be a purchase, filling out a contact form, a quote request, or any other valuable interaction.
The difference from 'just changing your website' is that CRO works data-driven: you measure first, formulate a hypothesis, test it with an A/B test, and only implement what is proven to work better.
How much traffic do I need for A/B testing?
For reliable A/B tests, you need sufficient traffic and conversions to reach statistical significance. As a rule of thumb: at least 1,000 unique visitors per variant per week, with a conversion rate of at least 1-2%.
Have less traffic? There are other CRO methods that are valuable without A/B testing: expert reviews, user tests, heatmap analysis, and best-practice optimizations. So even for smaller websites, there is always room for improvement.
What is the difference between CRO and UX design?
UX design focuses on designing a pleasant user experience. CRO goes a step further: it measures and tests which experience actually leads to better results.
A UX designer designs based on principles and expertise. A CRO specialist validates those designs with data and experiments. In practice, they complement each other perfectly — and with my background, I combine both disciplines.
What tools do you use for CRO?
Depending on the situation, I use various tools:
Which tool stack fits best depends on your situation, budget, and existing tech stack.
Collaboration & costs
What does conversion optimization cost?
The cost depends on the scope and intensity of the engagement. I work on an hourly basis or with a fixed monthly package. A typical CRO engagement starts with a monthly retainer where we continuously test and optimize.
Get in touch for a no-obligation custom quote. During the introductory meeting, we discuss your goals and I assess what a realistic proposal looks like.
How long before I see results?
The first improvements based on quick wins and best practices can be expected within 2-4 weeks. For statistically reliable A/B test results, it depends on your traffic volume — count on 2-8 weeks per experiment.
CRO is a continuous process: the longer you optimize, the greater the cumulative effect. Each winning experiment builds on the previous one.
Do you collaborate with developers?
Yes, in two ways. For many experiments, I can implement the variants myself via the A/B testing tool (client-side). For more complex changes, I work together with your development team.
After a winning experiment, I deliver a clear specification so developers can permanently implement the winning variant in the codebase.
Can CRO also work for B2B websites?
Absolutely. CRO is not just for webshops. For B2B websites, we optimize for leads: quote requests, demo requests, contact forms, or downloads. The method is the same — the KPIs are different.
With my experience in both B2C (KPN, Transavia) and B2B projects, I understand the nuances of both worlds.
Ready to get more from your existing traffic?
Schedule a free introductory meeting and discover how much untapped potential your website holds. I will analyze your situation and share initial improvement points right away.