In this episode, André and Julia sit down with none other than Lucia van den Brink - founder of IncreaseConversionRate.com and the driving force behind the global Women in Experimentation community.

Lucia has run over 1,000 A/B tests, influenced 55+ million visitors, and worked with both scrappy startups and billion-dollar brands. But what makes her stand out is her radical view of experimentation as a truth-seeking mechanism - one that can disrupt hierarchies, challenge egos, and even drive change in toxic company cultures.

Key Highlights:

• Lucia’s first experiment at age 11: selling clay bracelets online

• Why she left journalism for CRO - and how both seek truth

• How introverts can leverage data to amplify their voice at work

• The concept of “Collaboration Bonus” and how diverse teams outperform

• Psychological safety and why it’s the foundation for innovative testing cultures

• Lucia’s personal story: from PTSD to keynote speaker and community builder

• Why experimentation professionals are often quiet rebels- and how to thrive in that role

🚀 See Lucia Live at GMS in Frankfurt - June 18th!She’ll be diving deep into her talk: “Unlocking the Collaboration Bonus”, showing how inclusive ideation can fuel better experiment outcomes - and measurable business growth.

🎟️ Use code ANDRE300 to save 300 € on your ticket at
www.growthmindedsuperheroes.com

If you enjoyed this episode, please like, share, and leave a review – it helps us reach more growth-minded superheroes like you.