The I nitial

The Initial

We help you become the true Experimentation authority your clients hire for.

More expertise

For teams or 1:1

Better Offers, more Sales

Retain more clients

philosophy

You can’t rent Expertise.
You need to own it.

Agencies that sell experimentation grow faster than those that just run tests. We help you build that growth engine.

In three focused sessions we’ll:

  • Fix knowledge gaps in your team and process

  • Help you create sharper offers and upsells

  • Increase retention by delivering higher strategic value

You’ll walk away with a confident team and a stronger offer.

Companies that Experiment grow exponentially compared to the ones that don't. (Experimentation Works, Stefan Thomke , 2020)

our clients

3 Gaps

We focus on 3 knowledge gaps, for example: post-test analysis, research & ideation or just how to package a deal.

Find your 3 biggest gaps

Plan the sessions

Share your info and problems

Workshop format

We'll go over the theory, and then dive into your setup and your clients.

Let your team join whenever that's relevant.

We'll go over the theory, and then dive into your setup and your clients.

Let your team join whenever that's relevant.

1:1 or with team

Done-with-you mentality

Smooth hand-over

After these 3 sessions it's your turn! We'll keep in close contact with you to follow up if you have any questions.

Smooth handover

Templates & SOPs when necessary

Smooth transitioning

Experimentation Gap

Why It Works

We’ve seen inside dozens of agencies.
Most sell tactics, not transformation.
We fix that.

We help you make your clients grow.
Together we're closing the Experimentation gap.

Tech

Product

A/B testing

Tech

Product

A/B testing

sharper, smarter, and more scalable workflows

sharper, smarter, and more scalable workflows

Experimentation Gap

Experimentation Gap

free advice

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Free advice. Done in 5 minutes.

Case studies

Case studies

Case studies

Hype Digital

1:1 coaching for CRO team on client calls, upskilling marketeers to be CRO strategists.

Validare Agency

Consultancy and team coacing

Meet the team

Our dedicated team

Team ready to build your Experimentation Program

Let's grow together.

Lucia van den Brink as keynote on stage at GMS 2025
Lucia van den Brink as keynote on stage at GMS 2025
Lucia van den Brink as keynote on stage at GMS 2025

Lucia van den Brink

Founder & keynote speaker on Experimentation, 15K+ followers on Linkedin

Ran 1k+ tests, founder of The Initial, Increase Conversion Rate.com and Women in Experimentation.

Agency Team of the Year nominee @ Experimentation Elite

Agency Team of the Year nominee @ Experimentation Elite

CRO Thought Leadership Award by Kameleoon

Experimentation Culture Community Award

Johnno van den Brink

Head of Automations

Renato Cardoso

CTO

Kathleen Asjes

UX Research

Muhammad N.

Frontend & Data

Cristina Hot

CRO Strategy & UX Design

hands-on advice for your situation

We help you become the true Experimentation authority your clients hire for.

let's analyze your room for growth

Start with focussing on your end-goal: an Experimentation Culture

Learn how to build a solid business case for Experimentation.

the I nitial

the I nitial

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