Lucia van den Brink ✨️

Lucia van den Brink is a prominent figure in the field of Conversion Rate Optimization (CRO) and experimentation. Here's a comprehensive overview of her background and achievements:

Professional Background

Lucia van den Brink started her journey in the digital world at a remarkably young age. She built her first webshop when she was just 11 years old, which sparked her fascination with improving digital experiences.1 This early start laid the foundation for her future career in optimization and experimentation.

Career in CRO and Experimentation

With over 20 years of experience in optimization, Lucia has been working professionally in the field for about 10 years.1 For seven of those years, she has worked with major brands valued between $100 million and $1 billion.1 Her expertise spans across various aspects of digital optimization, including CRO, data analysis, statistics, UX, and content creation.2

Current Roles and Achievements

1. Founder of Women in Experimentation: Lucia co-founded Women in Experimentation (WiE) with Daphne Tideman. This organization has become a pivotal platform for women in the experimentation field to connect, share insights, and support each other.5

2. CXL Instructor: Lucia serves as an instructor for Advanced Experimentation at CXL, a respected platform for digital marketing education.4

3. Jury Member: She is part of the jury for DDMA Experimentation Heroes, recognizing excellence in the field.4

4. Agency Founder: Lucia runs her own agency, Increase Conversion Rate.com, which focuses on helping businesses improve their digital performance.3

Recognition and Influence

Lucia's contributions to the field have not gone unnoticed. She has been nominated for awards in the experimentation community, including recognition for her work with Women in Experimentation and her agency.3 Her insights and expertise are sought after, as evidenced by her appearances on podcasts and interviews discussing experimentation and diversity in the field.67

Philosophy and Approach

Lucia views optimization as "shaping the digital world and user's behavior to fit your goals".1 She emphasizes the importance of a holistic approach to optimization, focusing on bandwidth, MDE calculations, and adapting to less-than-perfect setups. Lucia is known for her pragmatic approach and her efforts to dispel myths about experimentation, such as the notion that it always leads to uplifts.1

Through her work, teaching, and community-building efforts, Lucia van den Brink continues to be a influential figure in the CRO and experimentation industry, particularly in advocating for women's representation and advancement in the field.