The goal of this interview series is to inspire and help people to transition their career into a new or next experimentation related role. In this edition Lucia van den Brink shares her journey. You can follow Lucia on LinkedIn, Youtube and www.increase-conversion-rate.com
There is this myth that women in experimentation are rare. So know that there is a list of female public speakers.
Lucia van den Brink
I built my first webshop at 11 years old. Now I am heading towards 1000 experiments done.
My favorite Experimentation Programs are those with > 100 tests a year, because with that rate the culture of the company will have to change.
I’ve worked for big brands, Speero agency (CXL) and now run a small agency called Increase Conversion Rate.com. We do research & experimentation programs, but we’re also on a mission to use A/B testing to stimulate teamwork and leveraging ideas and wisdom from all corners of your organisation.
What is your current experimentation role and what do you do?
I’m a founder now. I try to build and help shape our Experimentation World.
💰 My agency ICR makes money with running Experimentation Programs, coaching Centers of Excellence and coaching people in experimentation.
✨ Within each Experimentation Program we add some secret sauce called ‘Deep Democracy’, which helps organisations leverage all ideas and wisdom from all corners of your organisation and stimulates teamwork. If you catch me on stage this year (check my Linkedin for my Europe Tour) I’ll try to help you do the same. 🚀
How did you enter the experimentation space? What was your first experimentation related role?
At first I was a mere content manager. A/B testing was this magical thing to me, and while my first roles were never 100% focused on experimentation, I knew it was what I wanted to do, because I just loved the work and the people that were into it.
How did you start to learn experimentation?
I was lucky to be educated by Ton Wesseling and Bart Schutz, they founded Online Dialogue. I was one of their clients and followed their workshops. What I learned about data and psychology from them changed my life. (And you can still follow Ton’s workshop on CXL).
What are you currently doing to keep up with the ever-changing industry?
Whenever I encounter something new I try to understand and learn how to use it.
What recommendations would you give to someone who is looking to join the experimentation industry and get their first full-time position?
Even if you don’t land a CRO job immediately you can work in adjacent roles, like I did, and sneak your way into the Experimentation World. That was my path, know that yours might be different.
How will AI change how experimenters work?
I’m looking forward to more AI. Reduce busywork. I want AI to analyse survey results. We are already using AI to write RegularExpressions for targeting experiments in testing tools, and sometimes write some code.
What are your plans for the summer?
🐶 I will be in puppy heaven, since my wiener dog is pregnant.
🍦 Also I will speak at an event in Milan, so that will be my holiday
Do you want to share anything else?
A few things to help you:
ONE
I’ve been trying to help with essential topics like bandwidth calculation and GA4 in short looms on YouTube. Check it out, subscribe, it might be helpful to you. You can request a topic if you like.
You can find my Youtube channel hereTWO
There is this myth that women in experimentation are rare. So know that there is a list of female public speakers that you can use if you’re organizing an event, writing content or hosting a podcast for a more diverse line-up. Or, you could be on this list.Secondly, if you identify as female, we’ve created a Slack channel to support each other (you’ll get: an army of ladies to help you out on social media, jobs and speaking opportunities, access to brilliant people worldwide).
🏆 This initiative won the Experimentation Culture Award 2023: www.women-in-experimentation.com
Thank you Lucia for sharing your journey with the community.
