The founder

Theo van der Zee has a background that offers a unique blend of characteristics which are required of a conversion optimization specialist. He has have both an analytical mindset and a passion for understanding and predicting human behavior.


At the Utrecht University, he earned a Masters degree in psychology after 4 years of education. He is specialized in organizational psychology.


In his 15+ year online career, he has built and optimized dozens of websites ranging from small stores to major online shopping portals. He has also given presentations at top industry events such as Emerce Conversion and Conversion Conference.


He is certified in the usage of Google Analytics (GAIQ) and Optimizely (Platform).

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Need a speaker?

If you're hosting an event related to conversion optimization, e-commerce, online marketing, UX or psychology, then please contact us about speaking opportunities. To get an impression of earlier talks, check out slide decks on SlideShare or watch a taped session on YouTube.

Previous talks include:

  • Emerce Conversion - Live website reviews
  • Conversion Conference - Using strategic competitor analysis
  • Joomla! Days - Improve your website with user research
  • WordCamp - More results from mobile and tablet visitors
  • Meet Magento - Conversion optimization for webshops with little traffic

We helped improve these websites

Proday logo Zorgkiezer logo ABN Amro logo Perlas logo Dokter logo

What are our customers saying?

  • Simone Bronkhorst

    Simone Bronkhorst

    Marketing & Publicity at Idea

    “We're excited about the results of your research! Your findings were very clear and I would therefore highly recommend you to other organizations looking for answers to their website optimization questions.”

    Carla Leeuwerink

    Carla Leeuwerink

    Business Manager at Perlas

    “We liked their pragmatic approach and the feedback that was both clear and fair. As a result of the review we decided to do a full redesign for our website instead of optimize the current website. That was a big project for us, but we fixed it in about 6 weeks thanks to their clear instructions. Improving our website is an ongoing process and it’s never done but we sure learned a lot.”

    Gijs Hovens

    Gijs Hovens

    Marketing Manager at Savvii

    “As the result of an expert review of our new website, we've received a list of conversion killers. Because these issue were prioritized based on their impact and ease, it was simple for us to determine which matters had to be fixed first in order to improve our conversion rate the fastest.”