Tui Experiments
Tui Experiments works like the tÅ«Ä« bird: sharp-eyed, quick to adapt, and always tuned into its environment. Just like the tÅ«Ä«’s layered song cuts through the noise, our CRO work brings clarity to what really moves users. Its flight is agile and deliberate, never rushed, always precise: much like how we test, learn, and evolve websites.
Tui Experiments' name is a tribute to New Zealand, where it was founded.
Our Story
About
I’m Thijs van Lierop, senior CRO consultant and founder of Tui Experiments.​ For over a decade, I’ve helped enterprise and mid-sized brands across New Zealand, Australia, and Europe grow through evidence-based experimentation. From Air New Zealand to VodafoneZiggo, from SaaS to insurance, from client side to agency side, I’ve worked inside high-pressure teams that need results, not theories. Tui Experiments builds upon this foundation, and works with the seasoned developers I’ve partnered with over the years to deliver technically sound, high-impact experiments. No account managers, no layers, no junior staff.
What we do
We lead Conversion Rate Optimisation programs that improve websites, leading to better UX, and increased sales and revenue. That means:
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Running structured A/B testing programs that scale
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Finding hidden friction through analytics and user research
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Connecting test outcomes to business impact
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Building CRO capability inside your team so you’re not dependent on external agencies
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You get direct access to senior CRO thinking and execution.
How we work
We're hands-on, get our feet stuck in the mud: from test strategy to analytics deep dives, we work embedded with your digital, UX, or data teams. We stay lean: remote-first, senior-only, outcome-focused. We build for scale: once we get results, we help your team build confidence, create growth mindsets, and educate about CRO. No secrets, no empty promises; full transparancy and passionate perseverance to succeed.
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Why clients work with us
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Deep CRO expertise, grounded in psychology and data
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Open minded, critical but positive, creating a safe environment to share honest thoughts
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Proven corporate experience across sectors
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No jargon. No buzz words. Just measurable impact.
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Capability building that strengthens your team​
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If you want to embed experimentation, grow through proven CRO methods, and build a website that converts, fill in the form below. No strings attached, we will share our honest thoughts whether we think we can deliver value.