Conversion - Experimentation Heroes

About the category

This category recognises experiments that optimise the customer journey on websites and applications.

Examples include experiments in:

- Landing pages

Checkout flows
On-site personalisation
User experience improvements
A/B and multivariate testing
End-to-end customer journey optimisation

Success in this category is often measured through:

Conversion rate
Revenue per visitor
Average order value
Engagement metrics
Customer satisfaction
Task completion or reduced effort

Examples of cases:

Improving checkout flows to increase completed purchases
Testing landing page variants to boost conversions
Personalising content for specific audience segments
Using copy or messaging to influence user behaviour
Reducing friction in key user journeys to improve performance

How to submit a case

New this year is the two-step submission process. You can choose the process you prefer. Carefully review if your case fits the category and criteria and submission rules before submitting your entry.

1. Start with a short initial submission. If selected for the shortlist, you will know it’s worth investing time in the full case.

Download Short Entry Format
Deadline: 26 June (before 17:00)

2. Submit only the full submission entry form.

Download Long Entry Format
Deadline: 18 September (before 17:00)

Enter your details below and upload the entry format in PDF.

Click SUBMIT CASE

Block all important dates in your agenda

Entries can be submitted in Dutch or English.

We’re happy to support you in proposing a case submission from your team. Below, you’ll find an example email you can use to approach your manager.

Download Example email for case submission

Important dates

26 June (before 17:00)
Deadline shortlist submission

30 June
Notification of selected shortlist submissions to start full case submission

18 September (before 17:00)
Deadline full case submission

28 September
Announcement of the nominees

8 October
Jury Day: nominees present their case to the jury via an online call

5 November
Presentations of all nominees at Experimentation Heroes 2026 and the announcement of the winners

Examples of previous conversion winners

Odido

Case: Odido’s Bowers NPS Boost

Driving impact through experimentation at scale
The Bowers NPS Boost case of Odido impressed the jury with its combination of courage, precision, and customer focus. The case reflects a mature experimentation culture where learning takes precedence over short-term results. While no significant uplift was achieved, the scale, complexity, and cross-team collaboration, combined with strong organisational impact made this a standout example of data-driven optimisation.

Primera

Case: From Friction to Flow

Turning user friction into measurable growth
Primera’s case stood out for its strong customer-centric approach and thorough user research. By simplifying a complex redeem flow and addressing real user frustrations, the team delivered a solution that improved both usability and business performance. Supported by solid data validation and clear next steps, this case demonstrates how incremental improvements can drive meaningful conversion impact.

PostNL

Case: Vizualizing the Online Price Benefit

Iterative optimisation driven by continuous learning
PostNL distinguished itself with a highly iterative approach to experimentation, where each test built directly on previous learnings. By focusing on a single hypothesis and making targeted adjustments, the team was able to clearly link changes to impact. Combined with the use of multiple data sources, this case exemplifies a disciplined and truly data-driven approach to conversion optimisation.

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Questions?

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

Email: merelbracht@ddma.nl
Phone: +31 20 452 84 13