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

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.