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
the challenge: moving from messy, ad-hoc tests to a structured experimentation engine. the core steps: - map the gaps: interview stakeholders to uncover hidden roadblocks and clear ownership. - balance wins and foundations: run quick-turnaround tests to satisfy short-term targets while laying down process rules. - justify developer headcount: gather data-backed results to pitch for dedicated front-end support. But a reliable testing engine isn't built overnight; it takes a clear process, dedicated engineering, and stakeholder buy-in. Catch the full story on The Initial Podcast to hear how S
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most agencies want to become indispensable. we're trying to do the opposite. yes, we'll run experiments, yes, we'll find insights and help you understand your customer, yes, we'll improve conversion rates. but our goal isn't to stay forever. it's to teach your team how to do it themselves. we coach. we build capabilities. we hand over the frameworks. we help your team build confidence. until one day... you don't need us anymore :) 👋 that's not losing a client. that's succeeding and making space for a next organization to bring real impact. (thanks Carlos Trujillo having me on the I
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why we 𝐬𝐭𝐨𝐩𝐩𝐞𝐝 𝐟𝐮𝐥𝐥𝐲 𝐚𝐮𝐭𝐨𝐦𝐚𝐭𝐢𝐧𝐠 post-test analysis for 9-figure clients ➤ it sounds like a lifesaver at first 🛟 but in reality... • 𝐢𝐭'𝐬 𝐍𝐎𝐓 𝐛𝐮𝐢𝐥𝐝 & 𝐝𝐨𝐧𝐞. the language, metrics and level of detail depend on what the organization needs. change a feature, customer journey, core KPI or strategy → the automation needs to be updated too. someone still needs to maintain it, improve it and fix it when it breaks. we currently spend around 10–20 hours a week building and maintaining automations. and sometimes, manual work is simply cheaper, faster and bette
18 reactions · 3 comments · 1 reposts
Last updated 2026-08-01