DIA Nominated! How SQLI & Warmteservice built a growth engine that defies industry benchmarks
We are incredibly proud to announce that our collaborative case with Warmteservice and Insider One has been nominated for a Dutch Interactive Award (DIA)!
Out of hundreds of entries, our work on building a scalable, high-velocity CRO engine was selected as a finalist. This nomination recognizes a shift in the digital landscape: moving away from isolated A/B tests toward a repeatable, outcome-driven optimization system.
The Challenge: Optimizing Complexity at Scale
Warmteservice doesn't just sell products; they manage a complex hybrid B2B/B2C model with long, high-consideration decision journeys.
In this environment, traditional "ad-hoc" testing quickly hits a plateau. Fragmented insights don't scale, and impact eventually stalls.
Together, we didn't just want to run more tests—we wanted to fundamentally change how optimization works across the business.
Why a "blended team" beat the traditional agency model
The success of this case lies in a unique operating model. We moved away from silos and formed a blended team:
- Warmteservice provided deep domain expertise and in-house development.
- SQLI led the CRO strategy, roadmap, and UX optimization.
- Insider One served as the central platform to orchestrate and scale personalization.
"We didn’t want CRO to be a series of disconnected tests. We wanted a system that continuously improves decision making and drives measurable revenue."
From Quick Wins to Personalization at Scale
Our journey evolved from fixing friction points (like login and registration) to mastering full-funnel impact.
The real turning point? The intersection of CRO and Personalization. By using Insider's segmentation-driven experiences, we stopped optimizing "pages" and started optimizing "journeys." We treated the B2B user looking for efficiency differently than the B2C user looking for inspiration. This "Compounding Performance" model became our secret weapon.
The Numbers: Outperforming the Benchmarks
While industry averages for A/B test "wins" often sit around 25%, our structured approach delivered results that demanded attention:
- 61.1% Win Rate: More than double the industry standard.
- 1879% ROI: Massive financial impact (excluding platform costs).
- 54 High-Impact Experiments: Executed in just one year across desktop and mobile.
Why This Case Stands Out
The DIA jury looks for digital excellence that drives business maturity. This program proved that when you embed experimentation into the core of an organization—supported by AI-driven processes and a joint roadmap—it stops being a "project" and starts being a strategic growth capability.
What’s Next?
On April 10, we head to the Jury Day to present this "Growth Engine" in person. The final winners will be announced on May 28.
A huge thank you to the teams at Warmteservice and Insider for the trust and the relentless drive to keep optimizing. Let's go for the win!