GoPro's case for treating losing tests as jet fuel
Blog post from GrowthBook
GoPro digital product leader Will Guyeskey argues that experimentation programs should prioritize customer learning over win rate, since winning, losing, and flat A/B tests can all produce valuable insights when designed rigorously. Drawing on experience at Brooks Bell, Gap brands, and GoPro, he emphasizes that results are audience-specific: a recommendation module that increased Barnes & Noble order values on confirmation pages succeeded because book buyers readily made additional low-cost purchases, but failed with other retailers whose customers and products differed. At GoPro, a test of whether product-page configuration steps created excessive friction produced a flat result, revealing that buyers of high-consideration cameras valued guidance on subscriptions, SD cards, and accessories rather than viewing the choices as obstacles. Guyeskey advocates sharing both interim and final results across teams while explaining volatility and waiting for statistical significance, and he cautions that AI may accelerate test creation without replacing human judgment or the need to absorb lessons. His central view is that tests should be structured to yield meaningful learning regardless of outcome, because understanding customers ultimately improves experiences and performance.
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