by Lucia van den Brink
Lucia ran 1000+ A/B tests and worked for 20+ leading brands, together: we learn from mistakes made, the nitty-gritty of how brands started, and their unique perspectives. each episode is a candid convo with the people who build, break, and rebuild: product leaders, experimentation experts, founders, cmo’s, investors, analysts and more we talk about their first experiment, when and how the company started, how they grew to be more data-driven and where they are now
Language
🇺🇲
Publishing Since
1/12/2026
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June 22, 2026
<p>Get David's prioritization framework in this month's newsletter: <a href="https://increaseconversionrate.substack.com/%E2%81%A0" target="_blank" rel="ugc noopener noreferrer">https://increaseconversionrate.substack.com/</a></p><p><br /></p><p><a href="https://www.linkedin.com/in/david-swinstead-09267030/" target="_blank" rel="ugc noopener noreferrer"><strong>David Swinstead</strong></a> spent 10 years inside the Booking.com bubble, and came out with some of the sharpest, most contrarian takes in the experimentation space.</p><p><br /></p><p>in this episode…</p><p>he is now running experimentation programs at e-clerks, and doing stand-up comedy on the side, he treats both the same way: test everything, surrender to the data, and never assume you know the answer.</p><p><br /></p><p>it's about:<br />→ the "no-brainer" test on his first day at Booking.com that completely tanked<br />→ why PIE, ICE, RICE and every off-the-shelf framework is setting your team up to fail→ the 5-criteria prioritization framework he's been refining for 15+ years→ 1 pixel. 1 underline. and why everything on your site can make a difference→ CRO is easy, people are hard. how to actually build a culture that lasts</p><p><br /></p><p>Find David on Linkedin: <a href="https://www.linkedin.com/in/david-swinstead-09267030/" target="_blank" rel="ugc noopener noreferrer">https://www.linkedin.com/in/david-swinstead-09267030/</a></p>
June 1, 2026
<p>Proven at brands like Kia, Montblanc, Blinkist, and Blacklane, Ioana’s framework shows how to implement experimentation that actually scales. Find it in this month’s newsletter: <a href="" target="_new" rel="noopener">https://increaseconversionrate.substack.com/</a></p><p><br></p><p>in this episode...</p><p><br></p><p>Ioana has built experimentation programs across industries (from automotive to luxury to tech) and she’s not just running tests, she’s building systems that scale learning. </p><p><br></p><p>currently working as a product growth consultant at Blinkist, she turns experimentation into a true growth engine. </p><p><br></p><p>this conversation isn’t about surface-level A/B tests. </p><p><br></p><p>it’s about:</p><p>→ the 5-step framework to build an experimentation program from scratch<br>→ why “time to learn” beats perfection in high-performing teams<br>→ how to avoid false positives that can cost companies millions<br>→ why common “best practices” in CRO often fail in reality<br>→ using AI to generate hypotheses and accelerate experimentation</p><p><br></p><p>Find Ioana & her cohort for women on Linkedin: <a href="https://www.linkedin.com/in/ioanaiordache/" target="_blank" rel="ugc noopener noreferrer">https://www.linkedin.com/in/ioanaiordache/</a></p>
May 18, 2026
<p>How do you pitch 50 experiments a month? <strong>...by making them impossible to refuse. </strong></p><p><br></p><p>Steal Grace Miller’s framework for "tiny loss" proposals that guarantee a "Yes" from even the most risk-averse clients, it's in this month's newsletter: <a href="https://increaseconversionrate.substack.com/" target="_blank" rel="ugc noopener noreferrer">https://increaseconversionrate.substack.com/</a></p><p><br></p><p>in this episode…</p><p><br></p><p><strong>Grace Miller</strong> is building one of the most advanced experimentation cultures in media.</p><p><br>she doesn’t just run tests; she turns entire teams into experimenters.</p><p><br></p><p>as head of experimentation and failure at Flight Story, the company behind Diary of a CEO, she’s scaling experimentation across 15+ teams, from thumbnails to full customer journeys.</p><p><br></p><p>it’s about:</p><ul><li>how to build a culture where everyone runs experiments (not just one team)</li></ul><ul><li>“kill the guesswork”: using data to drive decisions across the entire business</li></ul><ul><li>why failure, rewards, and rituals (like experimenter of the week) accelerate growth</li></ul><ul><li>how to prioritize experiments that actually impact company KPIs</li></ul><ul><li>scaling learnings across brands, platforms, and audiences without forcing what doesn’t fit</li></ul><p><br></p><p>Find Grace on Linkedin: <a href="https://www.linkedin.com/in/grace-miller-linked-in/" target="_blank" rel="ugc noopener noreferrer">https://www.linkedin.com/in/grace-miller-linked-in/</a></p>
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Lucia ran 1000+ A/B tests and worked for 20+ leading brands, together: we learn from mistakes made, the nitty-gritty of how brands started, and their unique perspectives.
each episode is a candid convo with the people who build, break, and rebuild: product leaders, experimentation experts, founders, cmo’s, investors, analysts and more
we talk about their first experiment, when and how the company started, how they grew to be more data-driven and where they are now
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