{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Experimentation Edge","title":"Why GoPro stopped judging A/B tests by win rate","html":"","width":"100%","height":180,"duration":1614,"description":"Will Guyeskey is Director of Digital Product at GoPro, where his team owns the e-commerce side of gopro.com. Before GoPro he ran personalization at Gap and cut his teeth at Brooks Bell, testing for brands like Barnes & Noble, Under Armour and Ralph Lauren. In this episode of The Experimentation Edge, he tells Ashley Stirrup why knowing your customer is the through line of every good test program.\nWill shares the Barnes & Noble order confirmation test he was sure would lose, and why the same idea never worked for any other client. He walks through a recent GoPro Mission launch test that asked whether a step-by-step configurator adds too much friction, and what a flat result revealed about high consideration buyers. He also explains why GoPro shares interim readouts across the company, why win rate makes a poor North Star for an experimentation program, and how his team plans to use AI for speed without outrunning its own learnings.\n\nChapters\n00:00 Intro\n00:52 Will's role running e-commerce at GoPro\n01:43 Learning A/B testing across retail at Brooks Bell\n05:24 How GoPro runs one to three tests a month\n06:35 Sharing learnings and interim readouts across teams\n09:20 The Barnes & Noble order confirmation win\n13:02 Why the win did not transfer to other clients\n14:41 Testing friction on the GoPro Mission configurator\n18:51 Why win rate is the wrong North Star\n22:19 How AI will shape experimentation at GoPro\n\nTakeaways\n- A winning idea rarely travels. The Barnes & Noble recommendation module worked because of that audience's low order values and reading habits, and it failed for every other client that tried it.\n- Design every test so it teaches you something whether it wins, loses or ends flat. Losing tests are jet fuel when the learning is built in.\n- A flat result is still an answer. GoPro's configurator test showed that buyers of high consideration products accept extra steps when each choice adds value.\n- Share interim readouts across the company, and use them to...","thumbnail_url":"https://img.transistorcdn.com/D9kLs0HSsqR4ttk_5ESEdC1jX-wmD76GK-OHmb3a9B8/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS80YTFk/MGU1MjJlODhlNjJh/MTdlZTZkN2Q1ODY5/OTdjYy5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}