Guest Spotlight: Tom Gores

Tom Gores

GE HealthCare | Product

About Tom Gores

Tom Gores is Director, Product - Digital Experience & E-commerce at GE HealthCare, where he leads optimization across the company's digital ecosystem. He built his first A/B testing program at Kohl's 12 years ago and now applies that experience to long, high-stakes B2B healthcare journeys, connecting experimentation, content, customer experience and lead quality across channels.

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Takeaways

All Takeaways

Track CSAT, conversion rate and AI visibility together to measure an ecosystem that serves many audiences and journey stages

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Map out what you will do if a test fails before launch, so results stay framed as learning and avoid wasted builds

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Pushing a metric in front of people can lift clicks while lowering lead quality; check results with the sales teams who work the leads

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Turn a single-page idea into a bigger, broader test by applying it to a whole template, so thousands of visitors are affected instead of hundreds

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In B2B healthcare, buying cycles can run months to a year, so experiments need leading indicators and long-term tracking rather than instant conversions

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About Tom Gores

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