How GE HealthCare tests for quality leads, not just more clicks

GE HealthCare’s experimentation approach differs from consumer retail because it serves healthcare professionals and enterprise buyers with long, complex purchase journeys, lower website traffic, and high-value leads that may ultimately close offline. Director of Digital Experience and E-commerce Tom Gores explains that teams must prioritize lead quality and long-term business outcomes over immediate clicks, citing a homepage Contact Us test that increased submissions but also produced more unqualified leads and sales-team workload. His centralized team evaluates ideas through traffic and engagement data, seeks to scale promising concepts across shared page templates, and plans in advance for both successful and unsuccessful tests so failures generate actionable learning. Gores identifies stronger experimentation culture, cleaner connected data, and technologies such as customer data profiles as key growth areas, while noting the added constraints of global privacy requirements. Alongside conversion rates and engagement, GE HealthCare uses customer satisfaction as a North Star metric and is increasingly tracking AI discoverability to ensure its content appears in AI-driven research results.

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