Lucia van den Brink
Founder
- Ran 1,000+ A/B tests
- Keynote Speaker
- 3x award winner
From 0 to successful in-house A/B Testing Program. Built, run, proven, and handed over.
™
Proven ROI of 30%+
Our team first, hire later
Setup, Teach & Exit
No Endless Retainers
philosophy
You can’t rent Experimentation.
You need to own it.
A/B testing grows companies. To do it right, it belongs in the DNA of your organization. We help companies that do $100M+ yearly get there.
We help install an in-house experimentation system in 12 months.
From the start we collaborate and engage multiple stakeholders. We Research & run your Experimentation Program like any other top-10% CRO Agency, the difference is: the endgoal to make you self sufficient. Slowly the program transforms from done-for-you to done-with-you.
To do so we need to increase resources for your team. We prove ROI and strategic value of experimentation to leadership to help grow resources or priorities to bring this in-house.
In the last phase of our program we will audit your org to find all opportunities to build the best data-driven org, teach & handover.
Companies that Experiment grow exponentially compared to the ones that don't. (Experimentation Works, Stefan Thomke , 2020)
Phase 1: CRO Research, Audit & Connect
An Audit & Ideation session is the foundation for Experimentation Strategy. This also includes 25+ tactical a/b tests. The mechanism of the workshop will connect teams and stakeholders across the organization.
25+ tactical recommendations
Connecting teams & stakeholders
A/B testing Strategy
Phase 2: Run & Build Experimentation Program
We build the process while running A/B tests. This will be the blueprint for the coming years of your experimentation habits and culture. Including: a positive business case for Experimentation.
1 to 10 a/b tests a month
Expect 30%+ ROI, focus on YoY growth.
Done for you first, done with you later.
Phase 3: Capability building & Coaching
We transition from done-for-you to done-with-you and coach the most important individuals and teams in your organization to follow the process and be able to maintain a certain quality standard.
Capability Building & Coaching
Hiring support if needed
Smooth transitioning
Free · 13 pages · PDF
NEW RESEARCH · OCTOBER 2026
We asked 15 Product & Experimentation leaders how they built, and scaled Experimentation Programs & Cultures. The report became an unique piece of information, what's in it:
✅ The 4 important pieces of an Initial Experimentation Program
✅ What changes when you scale (one team to many teams)
✅ 3 checklists you can use tomorrow
We'll send you the report with your data. Unsubscribe anytime.
Experimentation Gap
Your team is state-of-the-art, but you're not running experiments yet?
Plenty of succesful companies are not using the lever of Experimentation to grow. This is what we call the Experimentation Gap. One of our clients, a $293.4 million company, didn’t run experimentation yet until recently. A B2B Saas client of ours ($1.09 billion company) didn’t run A/B tests yet until a few years back.
Tell you what…
Now they experiment.
free advice
Still need to find your Initial testing tool?
Want advice on which testing tool to go with for your situation? Take the test. Get a top-3 of tools. Take the demos. Follow our free guide to help you know which questions to ask.
Case studies
Independer, the $70M+ Dutch corporation, scaled to 37 A/B tests a month
Nominated for the Experimentation Elite Agency Award 🏆. 3+ Product Teams can Experiment themselves.
Semrush's team now runs a successful Experimentation Program
From done-for-you (4 tests a month) transition to done-with-you (intense coaching & capability building)
Modulari.com runs the Initial A/B testing Program, accelerating the growth of webshops in Europe.
Initially 3 A/B tests per month. Scaled two other European webshops. Average ROI for this program: 120%. Hired an in-house CRO Specialist.
Startup Smartwatchstraps sets up Initial and grows webshops throughout Europe
Scaled from zero tests per month to 20+ internationally. Setup 10+ AI Automations.for CRO and Shopify.
Experimentation Bootcamp & Tool advice
We led workshops to get the team started and helped them find an a/b testing tool.
Meet the team
Our dedicated team
You?
Keep an eye out for vacancies on our Linkedin Page.
awards
Award-winning team.
Experimentation Culture Community Award
How we stand out
The differences
Running A/B tests
Integrating other teams
Helps you hire your in-house team
Teaching & smooth hand-over
6-12 months project based
hands-on advice for your situation
Growth through Experimentation & in-house capabilities.
walk away with a clear plan to build Experimentation in-house
focus on running experiments, building a team or organisational structure
there is one client spot left, before we open our waitlist again
2 episode a month
The Initial Podcast
How did other brands built their Experimentation Programs & data-driven mindset?
For agencies
A brand by The Initial B.V.
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