How to run a CRO program that outperforms industry standards

Warmteservice, the leading Dutch specialist in heating, plumbing, and sustainable energy solutions, partnered with SQLI to build a scalable CRO experimentation program across its B2B/B2C e-commerce platform. With over 85 physical branches and a vast digital catalog, Warmteservice serves both professional installers and DIY homeowners who require expert technical advice and rapid product availability.

Instead of isolated A/B tests, the goal was to create a continuous optimization engine delivering measurable business impact and accelerating digital maturity.

Running throughout 2025, the program covered the full customer journey from homepage and category pages to PDP, cart, and checkout, across desktop and mobile. All experiments were executed using Insider as the central experimentation and personalization platform.

Warmteservice operates in a complex, high-consideration market with diverse audiences and long decision journeys. The CRO program focused on: 

• Increasing conversion rate, incremental revenue and average order value
• Improving login and registration performance for B2B and B2C users
• Enhancing usability, findability and funnel clarity across devices
• Shifting from output-driven releases to outcome-driven optimization 

The structured CRO program is based on SQLI’s proven 6-step CRO approach: insight generation, hypothesis creation, prioritization, experimentation, evaluation, scaling and continuous optimization. 

A joint roadmap of high-impact use cases was defined across the funnel. Hypotheses were grounded in data, UX insights and benchmarks, while advanced methods such as multi-page testing and progressive rollouts ensured speed and risk control. Warmteservice provided domain expertise and technical development; SQLI led CRO strategy, experimentation, tracking and UX optimization. 

The CRO program delivered strong results at scale: in 2025, 54 experiments were executed, achieving a 61.1% win rate - well above industry benchmarks - and generating an ROI of 1.879%(excluding platform costs). 

Beyond revenue impact, the program produced thousands of incremental conversions, faster decision-making and lasting usability improvements.

Most importantly, experimentation is now embedded as a core capability within Warmteservice, enabling a repeatable optimization engine that consistently delivers measurable business value. 

We provide tailored CRO support using agile methodologies and blended teams to drive continuous value.

We take a practical approach to continuous optimisation, bringing together the right mix of people across marketing, UX, development and beyond, supported by tools that help us test, learn and improve at pace.

Continuous optimisation approach to A/B testing

A full experimentation cycle can last between one and six weeks.  Steps 1, 2 and 3 can also be ongoing with monthly or quarterly reviews.