Even a loss is a win: Charlie Health's approach to failed experiments
Blog post from GrowthBook
Joe Yevoli, Director of Growth at Charlie Health, discusses on The Experimentation Edge how effective experimentation depends less on achieving immediate wins than on learning from unexpected outcomes across the full customer journey. He describes a landing-page intake-form test that increased funnel entry but reduced downstream conversion by admitting more poorly informed prospects, leading the team to move explanatory content earlier in the experience through a potential FAQ chatbot. Drawing on a previous role at Teachers Pay Teachers, he explains how narrowing the digital product Easel to a specific homework-assignment use case reduced its addressable audience but substantially improved retention, reinforcing the value of serving a focused segment rather than designing broadly for everyone. Yevoli also advocates premortems for high-risk experiments, in which teams assume a test has failed and identify potential causes before launch, helping surface concerns and add safeguards. His broader approach combines quantitative metrics, qualitative user research, full-funnel measurement, segmentation, and openness to failure, while cautioning that AI-enabled speed should not replace careful reasoning and awareness of unknowns.
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