A/B testing in internal communication
Using A/B testing to compare and optimise messaging strategies for employee engagement.
Effective internal communication is the backbone of any successful organisation. Whether you're aligning employees with company goals, keeping them informed, or motivating them to engage, the way you communicate can make or break your efforts. The challenge, however, lies in resonating with a diverse workforce where a one-size-fits-all approach often falls short.
This is where A/B testing steps in. Once a tool reserved for marketing, A/B testing has emerged as a powerful strategy for internal communicators. It allows you to refine your messaging, boost engagement, and strengthen employee connections—all through data-driven insights.
This comprehensive guide dives into everything you need to know about A/B testing in internal communication, from foundational concepts to advanced strategies. Whether you’re new to A/B testing or looking to enhance your expertise, this resource will help you optimise your internal communication like never before.
What is A/B testing in internal communication?
A/B testing is a method for comparing two variations of a message or strategy to determine which one performs better. In this process, your audience is split into two groups: one receives Version A, and the other receives Version B. The variations are measured against a predetermined goal, such as open rates, click-through rates, or participation levels, to identify the more effective approach.
In internal communication, A/B testing can be applied across various touchpoints, such as:
Email newsletters and announcements.
Intranet articles and blog posts.
Mobile app notifications for updates or alerts.
Survey invitations and participation forms.
Event reminders and RSVP requests.
The aim is to optimise these channels and ensure your messages resonate with employees, driving meaningful action.
Why A/B testing is a must for internal communication
Moving beyond guesswork
Without testing, internal communication often relies on assumptions. You may think you know what works—when employees are most receptive, what content excites them, or how they prefer to engage. But these assumptions often lead to underwhelming results, with important messages going unnoticed or unacted upon.
A/B testing replaces guesswork with actionable data. By measuring what actually works, you can tailor your communication strategies to connect with employees on a deeper level.
Key benefits of A/B testing
1. Improved engagement metrics
Messages refined through A/B testing result in higher open rates, click-throughs, and action rates, creating more impactful communication.
2. Efficient resource utilisation
Testing helps you focus your time and energy on strategies that work, eliminating wasted efforts on ineffective tactics.
3. Scalable personalisation
Insights from A/B testing enable you to personalise communication for diverse employee segments, from remote teams to frontline workers.
4. Continuous improvement
The iterative nature of A/B testing allows you to learn and evolve, ensuring your strategy adapts as your workforce’s needs change.
How to conduct A/B testing for internal communication
1. Define your objective
Start by identifying what you want to achieve with your communication. Examples include:
Increasing email open rates.
Boosting attendance at virtual or in-person events.
Encouraging more employees to complete a survey.
Driving visits to your intranet or content hub.
A clearly defined goal ensures your test stays focused and measurable.
2. Choose a variable to test
Focus on one variable at a time to ensure your results are actionable. Here are some common variables to consider:
Subject lines: Compare a straightforward title like "Monthly Team Update" with an intriguing one like "What’s New at [Company Name] This Month?"
Call-to-action (CTA): Test “Complete the Survey Today” against “Help Shape the Future—Take the Survey.”
Message length: Evaluate a concise email versus a detailed, in-depth one.
Visuals: Use an image-heavy format versus plain text.
Timing: Compare sending messages at different times, such as 9 AM versus 3 PM.
3. Segment your audience
Divide your audience into two equal, representative groups. The segmentation ensures the comparison is fair and accurate, without external biases like demographics or job roles skewing the results. Most internal communication platforms and email tools offer easy-to-use segmentation features.
4. Run the test
Send Version A to one group and Version B to the other under the same conditions (e.g., the same day, platform, and time zone). Avoid overlapping audiences, which could dilute your results.
5. Measure the results
Evaluate the performance of both versions against the goal. Metrics to consider include:
Open rates: Percentage of employees who opened the message.
Click-through rates: Percentage of employees who clicked a link in the message.
Engagement rates: Number of comments, likes, or shares on an intranet post.
Completion rates: Percentage of employees who completed an action, such as a survey or event RSVP.
6. Analyse and act
Identify the winning version based on the data and apply those insights to future communications. For instance, if concise subject lines consistently perform better, make them your default approach for emails.
Real-world examples of A/B testing in internal communication
1. Testing subject lines for a wellness programme
An HR team tested these two subject lines for a wellness programme announcement:
Version A: "Take Care of Yourself with Our New Wellness Programme."
Version B: "Introducing Your Wellness Benefits."
Result: Version B had a 30% higher open rate, demonstrating that concise and benefit-focused messaging resonates better.
2. Encouraging survey participation
A company tested two CTAs in an email inviting employees to complete a survey:
Version A: "Take the Survey Now—Your Feedback Matters."
Version B: "Help Shape Our Future—Complete the Survey Today."
Result: Version B saw significantly more clicks, revealing that aspirational language drives higher engagement.
3. Refining content length for updates
A leadership team tested two formats for their monthly updates:
Version A: A 1,000-word article covering multiple topics.
Version B: A 300-word summary with links to detailed sections.
Result: Version B garnered higher readership, showing employees prefer concise communication with optional deep dives.
Advanced tips for successful A/B testing
Start simple and scale up
Begin with small tests, like subject lines, and gradually expand to more complex variables, such as delivery methods or content styles.
Leverage employee personas
Tailor tests to different segments, such as remote workers, frontline staff, or corporate teams, to uncover insights that resonate across roles.
Give tests time
Allow enough time to gather statistically significant data. Prematurely ending a test can lead to unreliable insights.
Document your findings
Maintain a central repository of test results and insights to inform future strategies and foster cross-team collaboration.
Tools for A/B testing in internal communication
Email platforms: Mailchimp, Microsoft Outlook, or Gmail.
Employee communication platforms: tchop™, Slack, or Microsoft Teams.
Survey tools: SurveyMonkey, Google Forms, or Qualtrics.
Analytics tools: Google Analytics, Power BI, or platform-specific dashboards.
Common pitfalls to avoid
Testing too many variables at once: Stick to one variable per test for clear insights.
Small sample sizes: Ensure groups are large enough to produce reliable results.
Failing to act on results: The value of A/B testing lies in applying what you learn.
Final thoughts
A/B testing isn’t just about fine-tuning your communication—it’s about understanding your employees. It empowers you to listen, adapt, and connect in ways that drive real engagement and foster a thriving workplace culture.
In an era where effective internal communication is crucial, why leave it to chance? Start testing today, and let your data guide you toward more impactful, meaningful interactions with your employees.
FAQs: A/B testing in internal communication
What is the ideal sample size for A/B testing in internal communication?
The ideal sample size depends on your organisation's size and the communication channel. A good rule of thumb is to ensure each test group includes enough employees to produce statistically significant results. For smaller organisations, this might mean testing with your entire workforce.
Can I run A/B tests on multiple variables at once?
It’s recommended to test only one variable at a time to ensure clear and actionable results. If you test multiple variables, it becomes difficult to determine which change influenced the outcome.
How do I choose which employees to include in A/B testing?
Divide your audience into two randomised, comparable groups to avoid bias. Tools like employee apps, email platforms, or intranet systems can often automate audience segmentation.
Can A/B testing work for hybrid or remote teams?
Yes, A/B testing is highly effective for hybrid or remote teams. You can test variables like timing across time zones, preferred communication channels, or even content formats tailored for remote accessibility.
What happens if the A/B test results are inconclusive?
Inconclusive results can happen if the differences between the two versions are too subtle or if the sample size is too small. In such cases, revisit your test design, adjust the variables, or broaden your audience.
Are there ethical considerations when A/B testing in internal communication?
Yes. Always be transparent with employees about why changes are being made based on testing. Ensure that data collection respects privacy and complies with organisational policies and regulations.
Can A/B testing be automated?
Yes, many tools, such as email marketing software and internal communication platforms, offer built-in A/B testing features. Automation helps streamline the process, especially for repetitive tests like email subject lines or notification timings.
How frequently should I conduct A/B tests in internal communication?
A/B testing should be an ongoing process, but the frequency depends on the volume and variety of your communications. For regular newsletters or announcements, testing monthly or quarterly can yield continuous improvement.
What’s the difference between A/B testing and multivariate testing?
A/B testing compares two versions of a single variable (e.g., subject line). Multivariate testing examines multiple variables at once (e.g., subject line, CTA, and image). A/B testing is simpler and often more practical for internal communication.
How can I ensure employee trust while conducting A/B tests?
Build trust by explaining the purpose of A/B testing—improving communication for their benefit. Emphasise that the focus is on optimising content and delivery, not tracking individual behaviours.
