Interview with Theo van der Zee on “Sustainable CRO”

Theo, can you share a bit about your journey into CRO and sustainability?

My background is in coding and psychology, which led me to conversion optimization. Over time, I realized we can use CRO not just to drive more sales, but to guide people toward better, more sustainable choices.

You’ve worked with over 180 companies, from startups to giants like Nike. What’s the biggest shift you see coming?

The next big step is making sustainability a core part of CRO. It’s about optimizing for “less but better”, helping people choose higher-quality, longer-lasting products, not just more products.

What can we expect from your CJAM 2025 talk?

I’ll be challenging the CRO community to see the planet as a stakeholder. We’ll talk about rethinking business models—like secondhand and buyback programs—and how CRO pros can influence millions to make healthier, more conscious choices.

Any common pitfalls in “sustainable” marketing?

Absolutely. Not everything labeled “sustainable” is better. For example, reusable bags only make sense if you use them enough times. We need to encourage both reduced consumption and smarter purchases.

Lastly, what’s your vision for the future of CRO?

I hope CRO will help people choose products that are healthier, longer-lasting, and better for the planet. We have the tools—now it’s time to use them for good.

Don’t miss Theo's session at CJAM 2025 on October 23rd!

Seats are limited and going fast, secure your ticket today to be part of the event.