I am a very lucky person - I get to work full time with two of my greatest passions: Conversion Optimization and Public Speaking. I've worked with CRO since 2008 and I've been an internatonal keynote speaker since 2010. I thoroughly enjoy helping companies and individuals succeed and I have experience from agencies, in-house roles as well as from being an independant consultant. I was Senior Conversion Optimizer for Unbounce from July 2015 til December 2018 when I decided to go back to being an freelance consultant. My career has been one long learning process based on trial and error. I’ve basically made every Conversion Optimization mistake possible and learned everything the hard way. This gives me a solid grounding as a practitioner - not just a theorist. I firmly believe that research is by far the most important aspect of Conversion Optimization. Thus I spend about 80% of my time conducting Conversion Research. My logic is that the better we understand the problems we face, the easier it is to solve them. This quote by Abraham Lincoln summarizes my approach nicely: “Give me six hours to chop down a tree and I’ll spend the first four sharpening the axe.” Conducting Conversion Research is my equivalent of sharpening the axe. I want to increase my chances of chopping down the tree in the first attempt, rather than hacking away blindly till I randomly hit something - that may or may not be a tree. I also firmly believe in the scientific method and I am of the opinion that psychology, statistics, UX & design, web analytics, research, copywriting and not least business sense are the core components of real CRO.