What conversionista - sweden does

Conversionista AB is a Stockholm-headquartered professional services consultancy founded in 2010 by John Ekman, specializing in Conversion Rate Optimization (CRO), digital experimentation, user research, and data-driven growth strategy. The firm delivers four core service lines — Digital Growth and Strategy, Experimentation and A/B-testing, Research and Analysis, and Data Foundation — anchored by its proprietary Optimisation Wheel methodology and the HEAT meet workshop format for hypothesis generation. Engagement delivery relies on a multi-vendor technology stack of A/B testing platforms (Kameleoon, ABTasty, Optimizely, VWO, GrowthBook), analytics tools (Mixpanel, Google Analytics 4, Looker Studio), user research platforms (UserZoom), and qualitative tools (Hotjar, ContentSquare, eye-tracking). The firm does not sell software; it monetizes expert-led consulting engagements.

The company operates from five offices in Stockholm, Oslo, Amsterdam, Gothenburg, and Malmö, serving enterprise and mid-market clients across the Nordics and Benelux. Revenue is generated through project-based and retainer professional services engagements, with no publicly disclosed pricing. Disclosed turnover on the careers page is 121M SEK. The firm lists 1,000+ collaborations with named clients spanning Spotify, Polestar, Volvo, H&M, Sunweb, Norwegian Air Shuttle, Kronans Apotek, Fortum, FOREX, Devold, Skandia, XXL, Haypp, AJ Produkter, Eniro, and Nordic Nest Group. Headcount ranges from 60+ to 80+ across sources (careers page lists 69).

Conversionista is a subsidiary of Eidra, a consultancy collective of 1,400+ consultants spanning strategy, tech, data, brand, and design. The firm shares offices with Eidra group companies and benefits from cross-referral routes for integrated digital transformation mandates. Leadership comprises CEO Marie Horneman, COO Joacim Kroon, founder John Ekman, and regional Managing Directors for Norway (Marte Jonsrud Dille) and the Netherlands (Leonard Punt). The firm operates the annual Conversion Jam community event and sub-brands including Conversion Manager and HEAT meet.

Name

conversionista - sweden

Legal name

Conversionista AB

Website

https://conversionista.se

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

Conversionista AB is a Stockholm-headquartered Nordic CRO and digital experimentation consultancy founded in 2010, serving enterprise and mid-market clients across Sweden, Norway, the Netherlands, and broader Europe with A/B testing, user research, data foundation, and growth strategy services delivered through proprietary methodologies.

Ownership category

akta.pro rank

Product category

Digital Marketing & Conversion Optimization Consulting

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Operations & Process Improvement Consulting (BPAHACAB)

akta.pro secondary industry

Customer Journey Orchestration & Campaign Management (BPAFAFAF)

Keywords

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

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, Infrastructure

Revenue model

1. Professional Consulting Services: Conversionista generates revenue through professional consulting engagements, including strategy consulting, CRO audits, A/B testing program management, user research projects, and data foundation implementation. Engagements are structured as project-based work or ongoing retainers, with fees charged for specialist expertise delivery.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Conversionista is a professional services consultancy that helps organizations improve digital conversion rates and build data-driven cultures through four core offerings: Digital Growth and Strategy, Experimentation and A/B Testing, Research and Analysis, and Data Foundation. Services are delivered as project-based or retainer engagements by 60-80+ specialists across five offices in the Nordics and Netherlands, targeting enterprise and mid-market clients. The firm applies proprietary methodologies (Optimisation Wheel, HEAT meet) and deploys third-party experimentation, analytics, and user research tools on behalf of clients.

Differentiator

Problem solved

Functional benefit

Brands

• Conversion Manager: A tool or service mentioned alongside Conversionista, accessible at conversionmanager.se
• Conversion Jam
• HEAT meet

Products and services

• Digital Growth and Strategy Consulting service that helps organizations become data-driven through proven methodologies, including Data Driven Maturity Assessment, KPI Framework development, strategic planning, and leadership coaching for executives. Targeted at enterprise and mid-market organizations seeking strategic alignment between digital efforts and business goals.
• Experimentation and A/B Testing End-to-end experimentation service including A/B test design and development, implementation support, tool assessment and selection (Kameleoon, ABTasty, Optimizely, VWO, GrowthBook), and experimentation process setup. Helps organizations validate ideas through controlled digital experiments and build internal experimentation capability.
• Research and Analysis User research and data analysis service combining behavioral science and multiple methodologies (qualitative and quantitative) to uncover deep audience insights. Includes techniques such as card sorting, chi-square tests, usability testing (UserZoom), heatmaps, and session recording (Hotjar) to drive better digital experiences.
• Data Foundation Service ensuring structured, compliant data collection; includes tracking setup (Google Analytics 4, Google Tag Manager), marketing pixel integration, GDPR and CCPA compliance validation (using CookieBot), and team training for data literacy. Forms the analytical backbone for downstream CRO and experimentation work.

Quantifiable outcome

• Norwegian Air Shuttle achieved estimated +500M NOK annual result; ROI of over 10x pre and post pandemic.
• +5 more outcomes

Named customers17 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• EidracoreStrategic or Co-development PartnerConversionista is a proud part of Eidra, a consultancy collective bringing together companies in strategy, creativity, and innovation. Eidra comprises over 1,400 consultants across strategy, tech, data, brand, and design. Conversionista shares offices with Eidra and collaborates on integrated client engagements.
• Opti PhoenixminorImplementation/ SI/ Consulting PartnerDevelopment agency specializing in A/B test development, partnered with Conversionista on the Norwegian Air Shuttle experimentation program to provide prioritized development resources.
• HeydaysminorStrategic or Co-development PartnerHeydays (Eidra group company) collaborated with Conversionista on the XXL in-store signage project, with Heydays providing design expertise and Conversionista providing CRO and eye-tracking research.
• ColumbusminorImplementation/ SI/ Consulting PartnerTech partner for Devold of Norway's website redesign project. Conversionista worked alongside Columbus to implement design changes and optimization.
• UnfoldminorImplementation/ SI/ Consulting PartnerDesign agency that worked with Conversionista on Devold's new website redesign. Conversionista provided CRO and SEO advisory on Unfold's design sketches.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Invesp: US-based conversion optimization agency with deep A/B testing, UX, and analytics expertise serving large e-commerce and SaaS clients — directly comparable CRO consulting offering and client profile.
• Conversion.com: UK-based CRO and experimentation agency focused on A/B testing, user research, and analytics — comparable in size, methodology-led approach, and enterprise client mix to Conversionista.
• Widerfunnel: Canada-headquartered CRO and experimentation consultancy offering A/B testing, personalization, and conversion strategy services to enterprise clients — the closest international analogue to Conversionista's positioning and methodology-led delivery model.
• Omniconvert: Netherlands-rooted conversion optimization platform and consultancy with strong presence in the Benelux market, directly overlapping with Conversionista's Amsterdam office and serving similar e-commerce and enterprise clients.
• The Good (thegood.com): Digital experience optimization consultancy with CRO, experimentation, and analytics capabilities serving global enterprise clients — closely comparable in scope to Conversionista's experimentation and A/B testing service line.
• FunnelEnvy: US-based personalization and CRO consultancy focused on enterprise experimentation programs and A/B testing — similar account-based services and analytics-led optimization delivery model.
• Polar Bear (polarbear.co.uk): UK-based CRO and experimentation consultancy operating across Europe — directly comparable in size, methodology depth, and enterprise client orientation to Conversionista.
• Brooks Bell: US-headquartered CRO and experimentation agency serving Fortune 500 brands with A/B testing and personalization programs — comparable in enterprise segment, methodology focus, and consulting model.

Broad incumbents

• Dept Agency: Large Dutch digital agency with CRO, marketing technology, and engineering capabilities headquartered in Amsterdam — overlaps with Conversionista in the Benelux market but operates as a much broader end-to-end digital services provider.

Emerging players

• CXL: Conversion optimization research and training company led by Peep Laja offering programs, audits, and conversion-related content — adjacent to Conversionista's consulting and methodology IP, with partial overlap in client base and thought-leadership positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/conversionista

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 - sweden