Lucia van den Brink — Founder, The Initial. From 0 to successful in-house A/B Testing. Built, run, proven, and handed over. · co-Founder Women in Experimentation · CXL Instructor
Founder, The Initial. From 0 to successful in-house A/B Testing. Built, run, proven, and handed over. · co-Founder Women in Experimentation · CXL Instructor
Lucia van den Brink ranks #485 of 18,566 LinkedIn creators in Information Technology & Services, and is a standout voice in Netherlands. They have 17.6K followers and published 46 posts in the last 60 days at a 0.1% average engagement rate.
- 17.6K followers
- 46 posts / 60d
- 0.1% avg engagement
- 213 follower growth / 30d
The roast
Lucia says she built her first webshop at eleven, which explains why her business model hasn't evolved past a lemonade stand: she’s essentially charging people thousands of dollars to tell them how to turn off the lights when they leave the room. She claims she wants her clients to own their data, but she’s posted 36 times this month just to make sure nobody ever forgets who’s still holding the leash.
About Lucia
i built my first webshop at 11 years old,and never stopped. nowadays...we’re the CRO secret behind Semrush, Independer, British Airways (Avios) and Bolt Pharmacy 🚀.i run an Experimentation Agency helping Growth, Ecommerce and Product teams of companies doing $100M+ ARR grow by internalizing experimentation programsi believe experimentation does not ónly lead to growth for companies… it also helps grow the individuals, teams and orgs that choose this way of working.but while i was in-house at large enterprises and hired agencies,and while working at agencies and running one,i saw that the game is rigged...to truly be great at experimentation,it needs to be in-house and become part of the dna of the company.(if you enjoy learning more, pls listen to the initial podcast for stories from fyxer.ai (500+ a/b tests), condor (from project to decision-making tool), and vinted (100s of live experiments).)so i had to turn the world as we know it upside downand we still deliver experimentation growth to our clients by “renting” itto help you start, prove ROI to leadership and build the culturebut always working toward a clear deadline.Because we want you to OWN experimentation. That's why i built the Initial Operating System. We Audit & Connect, Install & Run and then hand-over and LEAVE. We've used it with Semrush, British Airways (Avios) and Independer. i built it for the love experimentation and growth.at The Initial we work with a small expert team. i've personally ran 1000+ experiments, and as an expert I also teach experimentation at CXL, co-founded Women in Experimentation and give 1:1 CRO Knowledge Gap & Thought Leadership Coaching to agencies < 5 yrs.OUR SUCCESS STORIES ⤵︎✦︎ Assisted Semrush in successfully establishing consistent experimentation flows. ✦︎ Scaled Independer (Insurances) to 40 test /month, multiple teams testing by themselves.✦︎ Helped Modulari setup and scale their experimentation program to their German and French webshops, achieving an average ROI of 120%.✦︎ Provided guidance to Smartwatch Straps, enabling them to scale their A/B testing from 10 to over 200 tests a year across multiple webshops and triple their revenue. Building a lot of AI workflows.TRACK RECORD ⤵︎→ 1000+ experiments, impacted 75M+ visitors all over the globe.→ 1 a/b testing program led tot 32+ million revenue increase in one month→ nominated for Experimentation Elite Agency Award with🏆 Winner (3x) Exp. Elite, Kameleoon Thought Leadership & Exp. Culture Awardsnominated for Experimentation Elite Agency Award.
Highlights
- Top 1% Creator — 46 posts in 30 days
- Top 5% in Information Technology & Services — Ranked #21 of 1910 creators
- Top 5% in Netherlands — Ranked #8 of 345 creators
- Top 10% Audience — 17,632 followers
Recent posts
🎁 a gift for the nonprofits that saw me speak at NIO Summit in Dallas today: i’ll benchmark the state of your Experimentation Program & Culture && show you where you are today and where you could go next. for free, because i'm building something new and i want to see if it holds with 10 nonprofits (outside of our own ICP -- so great to experiment with) DM me PUZZZLE and I’ll send you a few questions in the comin days. Based on your answers, I’ll give you a quick analysis of your current state and next steps.
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Product & Growth leaders, do you use your project management tool (Airtable, Linear, Asana) to 𝒕𝒓𝒂𝒊𝒏 certain behaviours in your team? as you know: event tracking is an essential part of learning from experiments .... but sometimes it slipped through the cracks & we're teaching our clients to own it, so they can bring experimentation in-house so we built an extra step into the process next to obvious statuses like 'design' & 'development' our team added a new one: 'tracking' → now every test has to pass through tracking before it moves on 🚀 (this is not forever: just to train the cor
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"we are pushing for an MVP approach where we test, iterate, and see if there is actually a need." Daniel explains how Vodafone is acting like a startup to launch its new IT services. instead of spending years building a huge product that nobody wants, they start with a simple version, a minimum viable product (MVP). they launch fast, see how people react, and only invest big money once they prove there is real customer demand. watch the full episode to see how an MVP mindset saves time and money (link in the comments)
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Last updated 2026-08-01