Tweakwise Day 2025 Inspiration, innovation & interaction – November 11
Tweakwise Day 2025 Inspiration, innovation & interaction – November 11
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From data to conversion: how XXL Nutrition optimizes every click

In this success story, you can read how XXL Nutrition, with the help of Tweakwise, is optimizing the digital customer journey step by step. From improved search results to smart sorting and actionable insights: everything revolves around increasing relevance, ease of use, and conversion.

Who is XXL Nutrition?

XXL Nutrition is a leading player in sports nutrition and supplements. The company serves a wide range of athletes: from strength athletes and bodybuilders to runners and recreational athletes. XXL Nutrition is active in the Netherlands, Belgium, and Germany, with ambitions to expand further into the United Kingdom and other markets.

In addition to online sales via the webshop and app, the products are increasingly being offered through supermarkets, gas stations, and gyms.
The brand is known for its focus on quality, transparency, and innovation, with e-commerce as the most important channel for growth and customer loyalty.

The challenge

With a growing number of products, multiple target groups, and ever-higher customer expectations, it became increasingly challenging for XXL Nutrition to quickly guide visitors to the right product. The search function and sorting on category pages were essential, but required more flexibility and control.
CRO specialist Sjoerd van den Broek also wanted to be able to implement optimizations more quickly, without having to rely on development capacity or slow iterations.

The solution

Tweakwise gave XXL Nutrition more control over the online shopping behavior of its visitors. The sorting on list pages and the functioning of the search function are now actively controlled from the Tweakwise App. This allows Sjoerd to influence which products are visible, in what order, and based on which criteria—such as popularity, margin, or strategic focus.
Combining this approach with their existing A/B testing strategy via Convert creates a powerful combination of data-driven experimentation and fast, direct optimization.
“Tweakwise is a great addition to A/B testing. If you know from data or experience that something works, you don’t want to wait. With Tweakwise, I can immediately implement what is needed to improve conversion.”
Sjoerd van den Broek – CRO @ XXL Nutrition

The result

The implementation of Tweakwise has directly contributed to a better search experience and higher conversion rates. The percentage of searches without results (“no results”) has now dropped to around 2%, a significant success. In addition, the combination of sorting rules and manual adjustments ensures that products that previously remained under the radar are now found and purchased more often.
Tweakwise is used to supplement A/B testing: when data or user behavior shows that a change is almost certain to have a positive effect, it can be applied immediately in Tweakwise. This leads to faster insights and less delay in the optimization process.

The collaboration

The collaboration between Tweakwise and XXL Nutrition is close, personal, and pragmatic. Sjoerd can make adjustments independently within the Tweakwise App, but he also regularly consults with the Tweakwise team for advice or to discuss new possibilities.
“What I admire about XXL Nutrition is their focus and consistency. One specialist who optimizes daily with the right tools shows that you don’t need a large team to achieve great results. It’s all about insight, action, and wanting to do something better every day.” So says Mark Veldkamp, Executive Director at Tweakwise.
“A little better every day, that’s the DNA of XXL Nutrition. The collaboration with Sjoerd shows how a sharp mindset, good tooling, and data together lead to continuously optimized customer experiences.”
Mark Veldkamp – Executive Director @ Tweakwise

Future plans

In the coming period, XXL Nutrition wants to experiment more with AI-driven features such as AI Vector Search and personalized recommendations. Now that the technical and analytical basis is in place, there is room to test and roll out more advanced forms of personalization.

More control over your shop with the Merchandising Builder: maximum control, minimal effort

In a dynamic online assortment, every product position counts. With the Tweakwise Merchandising Builder, you decide exactly which products are shown — and where. Think of promoting specific items at the top of a list, creating seasonal categories, or displaying products based on stock levels or margins.
Without the need for developers, e-commerce teams can use smart rules and manual adjustments to align product presentation with commercial goals. This way, every product gets the place it deserves.
The difference between just showing products and actively driving conversions.

Take your webshop to the highest possible level with Tweakwise!

A good webshop helps visitors find their perfect product. So make sure your product discovery stands out from the competition! With powerful features, you create a user-friendly experience for your visitors and employees.

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