Category

Conversion

This category focuses on optimising the customer journey on websites and applications. Although the ultimate goal is to increase conversion or revenue per visit, this category is not limited to that aspect alone.

About the category

This category focuses on optimising the customer journey on websites and applications. Although the ultimate goal is to increase conversion or revenue per visit, this category is not limited to that aspect alone. We evaluate the overall quality of the experiment (or series of experiments) and also look at other KPI’s that improve customer journeys. Such as:

  • Improved customer attitude or reduced effort
  • Improved sustainability: How do the experiments contribute to a more sustainable world?
  • B2B: What results were achieved in the dialogue with B2B communication?
  • Segmentation/Personalisation: How did you target and experiment with specific audience segments?
  • Copy: What surprising results were achieved through innovative textual strategies in the dialogue?

Check out examples of winning cases below.

How to submit a case

1. Carefully review the if your case fits the category and criteria and submission rules before submitting your entry.
2. Download and fill in the entry format.

Download Entry Format

3. Enter your details below and upload the entry format in PDF.
4. Click SUBMIT CASE
5. Block all important dates in your agenda

Entries can be submitted in Dutch or English.

Important dates

19 September (before 17:00)
Deadline case submission

29 September
Announcement of the nominees

7 October
Jury Day: nominees present their case to the jury via an online videocall

6 November
Presentations of all nominees at Experimentation Heroes 2025 and the announcement of the winners

Examples of previous conversion winners

Primera

Case: From Friction to Flow: Enhancing the Primera ‘Keuze Cadeaukaart’ Redeem Flow 

Primera improved the redeem process for its Keuze Cadeaukaart (PKC), a key B2B gift card, by addressing persistent user frustrations. Despite earlier updates, users still found the saldo check and redemption flow confusing, often repeating steps and asking common questions. A new redesign, based on user research and an exit survey, introduced a clearer interface with a unified saldo/redeem box, step-by-step instructions, and better FAQs. The 14-day test led to a significant increase in mobile and in desktop transactions, with an expected annual revenue boost. The update especially benefits B2B clients by improving employee experience and reinforcing customer loyalty.

Jury Conclusion

The jury highlighted Primera’s case for its customer-centric approach, thorough user research, strong teamwork, and rigorous data validation—all of which resulted in measurable business outcomes. With clear strategies and next steps laid out, it’s no wonder this effort stood out as a winner.

PostNL

Beyond Content: Vizualizing the Online Price Benefit

To highlight the cheaper online shipping label, we ran 5 A/B tests that steadily improved conversion and revealed key user insights. The first test, which made the price benefit more visible, boosted conversions significantly. Crucially, it also showed that most users missed the label entirely because they didn’t open the product details. Follow-up tests focused on increasing detail opens. When that wasn’t enough, we tested showing all prices upfront. The first try failed, but the second led to a siginificant uplift. This iterative approach turned one test into a series of learnings and improvements, with each winning variant becoming the new baseline.

Jury Conclusion

According to the jury, PostNL stood out for its iterative approach—each new experiment builds directly on lessons from previous tests, with minimal changes made each time. This method clearly links impact to specific adjustments, and focusing on the same hypothesis strengthens the results. The CRO specialists also used multiple data sources to guide experiments, demonstrating a truly data-driven approach.

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      If you have any questions about submitting a case, please contact DDMA:

      Email: merelbracht@ddma.nl
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