Ashley Stirrup

One team runs roughly tests a month, the other ran 1,500 a year. Both stopped keeping score on wins, here's why... The new edition of The Experimentation Edge newsletter rounds up my conversations with Will Guyeskey of GoPro and Wanli Lau of Twilio. One shared lesson: the value of a test is what it teaches you about the customer, not whether it beat the control. Will's flat test on GoPro's new configurator showed exactly how much friction a high-consideration buyer will accept. Wanli's sign-up takeover at Expedia won on conversion and hurt return rate and engagement in every geography, which is where her guardrail metrics and trade-off framework came from. If you want a program where losing tests are jet fuel and every result points to the next one, this edition is for you.