Available from December 2026
Marco Praetorius — Head of Website Solutions · Basel
Head of Website Solutions at Axisbits, Zürich. I own concept, delivery and ongoing development of B2B websites and lead a distributed design and development team. Grounded in analytics since 2008 and controlled experiments since 2013.
Previously at
IU International University · Finanzcheck · maxdome / ProSiebenSat.1
By the numbers
Effort figures compared with similar projects delivered before a standardised production process was introduced.
45–80 %
less production effort on comparable websites
3–4 months
from kickoff to launch for custom B2B websites, including client feedback rounds
9
website and branding projects launched, 4 more in progress
6 years
of team leadership, at IU Group and Axisbits
Approach
That way nothing gets lost between the concept and the launch.
01
Sitemap, section logic and measurement plan are defined before anything is designed. Every page follows a reasoned argument rather than a template.
Proof
Built on SORTED, a CRO framework I developed myself, with ICE prioritisation
02
Reusable building blocks, clear sign-off steps and a distributed design and development team that knows what is decided and what is still open.
Proof
Effort cut to roughly a third, 3–4 months from kickoff to launch
03
Choosing between Webflow, HubSpot CMS and headless on cost, benefit and risk. Every site gets a measurement plan, not just a tracking snippet.
Proof
Led the business evaluation of a headless stack (Astro, Sanity, Vercel)
How I work
Strategy before design.
Process before pages.
Data before opinions.
Selected work
Four projects in detail. Where I measured it, effort is compared with a similar earlier project. Below: further website projects I led.
01 / 04
LUCCA · Medical congress · Switzerland
Concept, design and delivery of the website for a recurring cardiology congress, plus ongoing updates. Sections are built so the next edition needs no rebuild.
Launched · lucca.swiss
780 → 140 h
Production effort in hours, approx.
02 / 04
TCFG · M&A advisory · Switzerland
Website concept and design on top of the brand system: design rules and components first, pages second, so the site can grow without a new concept.
In progress · design shown, not yet live
03 / 04
Pur Du · Psychotherapy practice · Switzerland
Requirements, concept, design system and content, all by me. A calm, warm brand world that carries from the home page through every offer.
In progress · design shown, not yet live
Astro · Sanity · Vercel
Pilot for the headless production process
04 / 04
Fideli · U.S. tax advisory · Zurich / Miami
Branding, website concept and design for a U.S. tax compliance firm, built as the pilot for technically more complex projects on a headless stack.
Design in progress, not final
Locathor
Website and three landing pages · project lead, steering the HubSpot CMS development
GAIN
Website · aviation insurance · everything up to design by me, development led
Le Ballon
Website · took over a running project · UX optimisation, development by my developer
axisbits.ch
Agency relaunch · concept by the CEO · I led conversion design and the project
Kamber Treuhand
Website revision · CRO optimisation support and project lead
Cyltronic
Website migration · completed · UX optimisation included
Ongoing support
Purvect, iAccess Partners, Meditana and others
Experience
Four perspectives on one question: why do people act on a website — or not?
Employed
Axisbits, Zürich
Head of Website Solutions · since March 2025
IU International University
Product Owner CRO & Personalisation · team of up to 12 · 4.5 years
adzLocal
Head of CRO & UX · 7 months
Finanzcheck
UX Research, Design & Conversion Optimisation · 2 years
oncampus
Student assistant
Freelance
onlineconversion
Own CRO & UX consultancy, DE / CH · 2014–2017 and 2024–2025
maxdome / ProSiebenSat.1
Freelance Conversion Specialist · 11 months
oncampus
EU-funded university project
winet
Website support
Talks & writing
Invited by two of the major testing platforms, plus writing on the topics most often underestimated in projects.
Guide · Forms
Three-part series on form optimisation, written in German: number of fields, error messages, button labels and what really triggers drop-offs.
Framework · Concept
Scent, Offer, Reason, Trust, Ease, Drive: the CRO framework I developed myself for audits, page concepts and test priorities, with evidence ratings and ICE.
Talks & certification
VWO
Webinar · experimentation
AB Tasty
Talk · experimentation
CXL
Certified Optimizer, 05/2023 · 90+ hours in conversion, UX and analytics
Contentsquare
Certified, 01/2023
Fraunhofer
Certified Usability Engineer, Fraunhofer Institute FIT, 01/2017
Contact
For conversations about a role, a project or a talk. I usually reply within one working day.
2 project slots open from December 2026Also open to the right permanent role.
