Seven years of experiments, redesigns, and revenue work.

Context

Pathé operates one of the largest cinema networks in the Netherlands. The ticketing and booking flow is a high-traffic, high-stakes funnel where small frictions translate into meaningful revenue.

Approach

• Funnel and segment analysis in GA4 to pinpoint the highest-leverage moments in the booking journey.
• On-site behavioural research (Hotjar session replays, heatmaps) to qualify what the data was telling us.
• Hypotheses grounded in behavioural psychology — choice architecture, friction reduction, trust signals.
• Sequential A/B tests in VWO with strict significance and guardrail thresholds before rollout.

Outcome

The combined uplift across top-performing tests delivered €2.1M in incremental revenue, and the working pattern became a template I now apply across other large e-commerce clients.

Context

A long-term client wanted a redesign for the right reasons — strategy was shifting, the brand had evolved — but a wholesale rebuild on intuition is one of the biggest risks in CRO. So the redesign became a CRO programme in disguise.

Approach

• 100+ A/B tests across the funnel, sequenced from highest-traffic pages downward.
• Patterns that won were promoted into the redesign system; losing ones were killed before launch.
• Hotjar + GA4 + qualitative interviews built a behavioural model behind each hypothesis.
• Cross-functional delivery as Project Manager — data, copy, UI, dev — on Agile/Scrum cadence.

Outcome

The new site shipped with +108% conversion rate against the prior experience, a 79% positive significance rate across tests, and the engagement grew from CRO-only into full-service data, marketing and design work.

Context

At Curamando, recurring analytics work — audits, weekly dashboards, performance reports — was high-value but high-effort. The bottleneck wasn't insight; it was the time cost of data gathering, formatting and first-pass interpretation.

Approach

• Mapped the time-sink steps across the analyst workflow: data pull, normalisation, first synthesis.
• Built AI-powered dashboarding and data-gathering tools that automate those steps.
• Embedded the tools into the actual cadence of client delivery, not just as a one-off prototype.
• Documented a new way of working for the Growth & Commerce department to adopt.

Outcome

Up to 400% reduction in time cost for data analysis projects, freeing senior consultants to spend their hours on interpretation and recommendation rather than data plumbing.