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
Our take
You can’t rent experimentation. You need to own it.
Without systematic experimentation, every product decision is a gamble. The teams that win know what to focus on, act on business goals themselves and learn from every experiment together.
✓ From gut-based decisions → data-backed prioritization
✓ From roadmap debates → quantified impact
✓ From random A/B tests → tests that support business goals
Start
Business case · month 3
Anchored
01
Done for you
Start experimentation
We create momentum: we bring the resources, run high-quality experiments from day one and prove the effectiveness to leadership.
✓ 1–4 experiments a month: we run the program with or without you (design, development & project management)
✓ Processes, systems and data you can trust
✓ A strategy attached to business goals
✓ We’re the first team to test, and lead by example
✓ A solid business case for leadership after 3 months
02
Done with you
Anchor experimentation
Your teams take over. Ownership shifts from us, and from one enthusiastic person, to the whole organisation.
✓ Other teams (PMs, PLG and more) follow the process & quality standards
✓ More capacity, resources & tech: better QA, design support for everyone
✓ Experimentation goals set by management
✓ Governance: ownership shifts to your organisation
✓ Training & capability building
✓ A shared database with every learning
✓ A program strong enough to adapt to new situations
“Companies that experiment grow exponentially compared to the ones that don’t.”
Stefan Thomke, Experimentation Works
Case studies
37
A/B tests a month
Scaled from 1 test a month. 3+ product teams now experiment on their own.
+982%
ROI
From amateur experimentation to one funnel, shared quality standards and the CRO talent they couldn’t hire.
+637%
ROI
Done-for-you at 4 tests a month, now their own team runs the program.
120%
avg. ROI
Scaled to two more European webshops and hired an in-house CRO specialist.
0 → 20+
tests / month
Testing internationally, plus 10+ AI automations for CRO and Shopify.
Also: Experimentation Bootcamp & testing tool advice.
NEW RESEARCH · OCTOBER 2026
Experimentation Maturity isn't linear, and there's no single end state every company should aim for. But most agencies & consultants don't tell that story, they will sell you an easy to understand framework.
How 15 leaders built and scaled their Experimentation Programs, and why no two journeys look the same. Here’s what you can learn from that
We'll send you the report with your data. Unsubscribe anytime.
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.
Meet the team
Our dedicated team
You?
Keep an eye out for vacancies on our Linkedin Page.
Award-winning team
Not just for winning tests, but for the thinking, the team and the culture behind them.
Nominee
Agency Team of the Year
Experimentation Elite
Winner
CRO Thought Leadership Award
Kameleoon
Winner
Experimentation Culture Community Award
Experimentation Culture Awards
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.
Privacy Policy
Terms & Conditions
Cookie Policy