What Conversionista! does

Conversionista is a Sweden-founded conversion rate optimisation (CRO) and experimentation consultancy, established in 2010 by John Ekman and now operating as Conversionista AB within the Eidra consultancy collective. The firm is headquartered in Stockholm and runs five offices across Sweden (Stockholm, Gothenburg, Malmö), Norway (Oslo), and the Netherlands (Amsterdam), employing roughly 69–80+ specialist consultants. Its stated client base exceeds 1,000 collaborations over 14+ years and includes enterprise logos such as Spotify, Polestar, Volvo, H&M, Norwegian Air, and Kronans Apotek.

The company's core offering is organised around four service lines: Digital Growth and Strategy, Experimentation and A/B Testing, Research and Analysis, and Data Foundation. Delivery is anchored on a proprietary methodology called the Optimisation Wheel, supported by the HEAT Meet workshop format (Hypothesis Exploration And Triangulation) and an atomic research framework. These methodologies wrap around third-party A/B testing and analytics tools (Kameleoon, Optimizely, AB Tasty, VWO, Mixpanel, GrowthBook, Gleanly), which Conversionista assesses, implements, and operates on behalf of clients. The firm runs its own annual conference (Conversion Jam) and maintains an active blog as thought-leadership and lead-generation channels.

Conversionista generates revenue entirely through professional services — custom-scoped, quote-based consulting engagements — including project work, embedded consultants, and multi-year retained partnerships. Pricing is not publicly disclosed; engagements are tailored per service type, team composition, and duration. GTM is sales-led and consultative, leveraging Eidra group referrals, content marketing, case studies, and direct outreach by country-level Managing Directors. Disclosed annual turnover is 121M SEK (FY2024 approximate, per the careers page). The company holds no patents and discloses no external funding rounds; ownership sits within the Eidra parent group.

Name

Conversionista!

Legal name

Conversionista AB

Website

https://conversionista.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

Conversionista is a Nordic-headquartered CRO and experimentation consultancy that helps enterprise clients build data-driven cultures and run A/B testing programs. Operating across Sweden, Norway, and the Netherlands as part of the Eidra collective, it delivers strategy, experimentation, research, and data foundation services to brands such as Spotify, Polestar, Volvo, H&M, and Norwegian Air.

Ownership category

akta.pro rank

Product category

Conversion Rate Optimization Consulting

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Services-Advertising Agencies (7311), Services-Management Consulting Services (8742)

akta.pro primary industry

Personalization, Testing & Conversion Rate Optimization (CRO) (BPAFAFAG)

akta.pro secondary industries

Conversion Rate Optimization (CRO) & Landing Page Optimization (MPAAACAF), Customer Journey Orchestration & Campaign Management (BPAFAFAF)

Keywords

• Conversion rate optimization
• Experimentation consulting
• A/B testing services
• Digital growth strategy
• Data-driven research

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Consulting and Professional Services: Conversionista generates revenue through consultancy engagements delivering CRO, experimentation, research, and digital growth strategy services. Engagements include project-based work, embedded consultant arrangements, and long-term retained partnerships with enterprise clients. The company also offers training, workshops, and coaching services alongside its core consulting delivery.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Conversionista! is a conversion rate optimization (CRO) and experimentation consultancy that helps organizations become data-driven through services spanning Digital Growth and Strategy, Experimentation and A/B-testing, Research and Analysis, and Data Foundation. Engagements are delivered by embedded consultants using the proprietary Optimisation Wheel methodology and the HEAT Meet workshop format to drive measurable revenue, conversion, and profit improvements.

Product overview

Conversionista! is a CRO (Conversion Rate Optimization) consultancy offering an integrated suite of services organized around three core pillars: Digital Growth and Strategy, Experimentation and A/B-testing, and Research and Analysis. The company also provides a dedicated Data Foundation service for tracking infrastructure and compliance. All services are delivered through a data-driven experimentation methodology centered on the 'Optimisation Wheel' process. Key differentiator is the HEAT Meet workshop format for collaborative hypothesis generation. The company operates five offices (Stockholm, Oslo, Amsterdam, Gothenburg, Malmö) and is part of Eidra consultancy collective.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Growth and Strategy Consulting service that helps organizations become data-driven through strategic alignment, KPI frameworks, leadership coaching, and building experimentation cultures. Includes Data Driven Maturity Assessment and custom roadmap development.
• Experimentation and A/B-testing Full-service A/B testing and experimentation offering including test development, tool assessment and setup, implementation support, and building internal experimentation programs with a data-driven culture.
• Research and Analysis User research and data analysis services combining quantitative and qualitative methods including usability testing, interviews, analytics, funnel analysis, A/B testing, and data triangulation to uncover audience insights.
• Data Foundation Service focused on structured data collection, compliance (GDPR/CCPA), tracking setup with GA4 and Tag Manager, and team training for sustainable data quality and governance.

Quantifiable outcome

• Norwegian Air Shuttle: +500M NOK annual estimated result with ROI over 10x through 150+ A/B tests
• +6 more outcomes

Named customers17 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• EidraflagshipStrategic or Co-development PartnerConversionista is an integral part of Eidra, a consultancy collective specializing in strategy, creativity, and innovation. Eidra brings together multiple specialized companies (Above, Curamando, Kurppa Hosk, Umain, and others) that collaborate on client engagements, share office spaces, and co-develop approaches to digital transformation. Eidra acts as the parent organization providing shared infrastructure, talent, and cross-company collaboration opportunities.
• KameleooncoreTechnology or IntegrationKameleoon is a featured A/B testing and experimentation tool used by Conversionista in client engagements. Conversionista lists Kameleoon as a tool that 'unlocks insights' for their work. The partnership provides technical capability for running client-side and server-side experiments.
• ABTastycoreTechnology or IntegrationABTasty is an A/B testing and personalization platform used by Conversionista for experimentation services. Listed among Conversionista's recommended tools for unlocking insights from client data.
• OptimizelycoreTechnology or IntegrationOptimizely is a leading digital experimentation platform used by Conversionista in client engagements. Listed as one of the key tools Conversionista uses to drive data-driven decisions for clients.
• MixpanelcoreTechnology or IntegrationMixpanel is an analytics platform used by Conversionista for behavioral data analysis. Listed among Conversionista's recommended tools for unlocking insights and analyzing user behavior across digital channels.
• VWO (Visual Website Optimizer)coreTechnology or IntegrationVWO is an experimentation and conversion optimization platform used by Conversionista. Listed among the tools that Conversionista uses to help clients 'unlock insights' from their digital data.
• GrowthBookcoreTechnology or IntegrationGrowthBook is a self-hosted, privacy-first experimentation platform recommended and implemented by Conversionista for clients. Conversionista developed the architecture and assisted in customized implementation of GrowthBook for Eniro's experimentation program.
• GleanlycoreTechnology or IntegrationGleanly is an atomic research tool introduced by Conversionista to clients like Eniro, enabling easy access to recommendations, insights, and facts for ongoing optimization work.
• Opti PhoenixminorImplementation/ SI/ Consulting PartnerOpti Phoenix is a development agency specializing in A/B test development, engaged by Conversionista to provide development resources for Norwegian Air's experimentation program. Worked alongside Conversionista consultants to implement and deploy A/B tests.

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Kameleoon: Kameleoon is an A/B testing and personalization platform used by Conversionista as a partner tool. It is an emerging player in the experimentation stack that overlaps with the firm's tooling partnerships and is sometimes used directly by enterprise clients.
• UserTesting: UserTesting provides a human insight platform with usability testing, user interviews, and behavioral research used in CRO workflows. It is an enabling peer to Conversionista's Research & Analysis pillar, with some overlap in target enterprise buyers.

Regional players

• Baymard Institute: Baymard is a research and consulting firm providing UX research, e-commerce benchmark reports, and CRO advisory. It overlaps with Conversionista's research-led approach and competes for the same enterprise buyer attention, primarily across European and US e-commerce markets.

Direct peers

• The Good: The Good is a conversion rate optimization agency combining research, UX, and experimentation to deliver data-driven growth programs for enterprise clients. It competes head-to-head with Conversionista on CRO and experimentation service delivery.
• WiderFunnel: WiderFunnel is a conversion rate optimization agency specializing in experimentation programs, A/B testing, and customer journey optimization for enterprise clients. It overlaps directly with Conversionista's Experimentation & A/B Testing and Digital Growth & Strategy offerings.
• CXL (ConversionXL): CXL is a leading CRO and experimentation consultancy offering services, training, and benchmarking across enterprise and mid-market clients. It directly competes with Conversionista on experimentation strategy, A/B testing, and conversion optimization services.
• Invesp: Invesp is a CRO consultancy that helps e-commerce and enterprise clients optimize conversion through A/B testing, UX research, and analytics. Its service portfolio and methodology closely parallel Conversionista's pillars.
• SplitBase: SplitBase is a CRO agency specializing in A/B testing and experimentation for DTC and e-commerce brands. Its service mix and methodology overlap directly with Conversionista's e-commerce-focused engagements (e.g., Devold, FOREX).
• Online Dialogue: Online Dialogue is a European CRO agency focused on experimentation, conversion optimization, and analytics for enterprise brands. Its regional positioning in the UK and Europe mirrors Conversionista's Nordic + Benelux footprint.

Broad incumbents

• Optimizely: Optimizely is a leading digital experimentation and content platform offering A/B testing, personalization, and CMS at enterprise scale. It is both a partner tool to Conversionista and a broader incumbent whose platform could substitute for parts of the consultancy's offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Conversionista
• LinkedInlinkedin.com/company/conversionista-

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Conversionista!