Experimentation Hero in Focus: Daan van Vliet, Pioneering Experimentation at Alleo

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A New Role at Alleo

Since April 2024, Daan van Vliet has been making waves at Alleo, a flexible benefits platform that allows employees to manage their benefits—from leasing a bike to purchasing additional vacation days—directly from a dashboard. “It’s a great platform where employees can choose how to spend their benefits,” he shares enthusiastically. Before joining Alleo, Daan was with Plus, a popular supermarket brand, where he honed his skills in A/B testing.

Reflecting on his previous experience, Daan notes, “Plus was fantastic because of the high traffic and opportunities to run numerous A/B tests. However, user testing sometimes got overshadowed.” At Alleo, he finds himself in a growth-oriented role, actively engaging in user research and testing. “Right after my onboarding, we set up a customer panel and conducted user interviews with three clients. It was an incredible start, offering immediate insights,” he says. This panel will now serve as a continuous feedback loop for testing new designs, features, and ideas to ensure alignment with customer needs.

The Fascination with Data and Psychology

When asked what he finds most intriguing about experimentation and testing, Daan points to the interplay between data and psychology. “It all started for me after watching a VPRO Tegenlicht documentary featuring Bart Schutz from Online Dialogue,” he recalls. The methodology of combining data with psychological insights struck a chord with him. “As long as it’s done correctly, it’s incredibly inspiring,” he adds.

However, Daan is critical of a more rigid approach to experimentation. “Some people take a formulaic approach, applying Cialdini’s Six Principles of Persuasion or some FOMO tricks from Booking.com and thinking they’ve nailed it. I don’t enjoy working with people who have a fixed mindset and aren’t open to testing or evolving their methods,” he emphasizes. For Daan, the beauty of experimentation lies in its ability to surprise and challenge preconceived notions. “When I first started at Plus, I noticed customers reacted differently to experiments that had previously been successful elsewhere. It taught me to go back to basics and learn what works specifically for your audience.”

Navigating Ethical Boundaries in Experimentation

Daan has been fortunate to work with brands that prioritize long-term relationships over short-term gains. When asked if he’s ever been pressured to apply questionable persuasion techniques, often referred to as “dark patterns,” he confidently responds, “No, I’ve been lucky with the brands I’ve worked with.” At Plus, the focus was on optimizing for loyal, long-term customers—the ‘champions’—by enhancing order value, purchase frequency, and overall convenience. “It’s all about creating genuine value and building a lasting relationship. Gimmicks won’t get you far in that environment,” he explains.

At Alleo, the same principles apply. “We aim to be true partners with our clients, building relationships that last for years,” Daan says. For him, the focus is always on delivering real value, not employing transparent tricks.

Exciting New Developments in Experimentation

Looking ahead, Daan is particularly excited about the growing emphasis on user testing. “Personally, I’m looking forward to doing more user testing,” he says. He’s also thrilled about new advancements in experimentation tools, especially those involving AI. “Imagine being able to ask an AI agent questions about your test database. After a few years at a company, you have all this knowledge—like knowing when to use nudging on a checkout page versus another type of page in the journey. How amazing would it be for a newcomer to query an AI about what’s been learned about product detail pages or returning visitors? It’s fascinating,” he exclaims.

Advice for Aspiring Experimentation Heroes

Daan has valuable advice for those just starting in the field: “Attend events like Experimentation Heroes, Elite, or The Conference Formerly Known as Conversion Hotel. That’s where you hear the real stories through interactions and conversations. You’ll see that even experienced professionals are open to new techniques and aren’t stuck in their ways,” he suggests. This openness to learning and evolving is, according to Daan, crucial for growth in the experimentation field.

With a passion for data-driven decision-making and a commitment to ethical experimentation, Daan van Vliet is a testament to the qualities of an Experimentation Hero. His journey at Alleo continues to inspire, offering valuable lessons for those looking to make their mark in this ever-evolving field.

Michiel Jansen

Global Conversion Optimisation Lead & Centre of Excellence bij ING