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What’s Your Gong? Communicating Testing Success Across Organizations


Here at Brooks Bell, we bang a gong every time a test gets pushed to 100 percent. It’s a fun cue to the office that we’re launching tests—and communicates to everyone that our hard work is contributing to a goal.

But a gong might not be right for every office. Regular, formalized communication is probably necessary, especially in organizations where testing is new or compartmentalized. Sharing the status of the program—what it’s focused on, improvements it’s made—is important if testing is going to grow.

So, how can you spread the word outside your focused testing group? Here are a few ideas:

Executive Reports

This is probably the minimum amount of communication your testing team needs to do—not just for those outside the group, but for your own records as well. A well-designed executive report has several advantages. These documents can provide a snapshot of testing’s impacts that can be reviewed when convenient. If stored in an accessible place—like an internal server or intranet—people from across the organization can download these reports when interested.

Mass Emails

The advantage of reports is that they can communicate a compelling density of information in a format that is easily passed around and archived. Email can’t convey that same complexity of information on its own, but it has another advantage: It can provide regular updates and reminders directly to the inbox. Building an internal email list and sending short emails whenever a test is launched, results come in, or the program expands into a new business area is an excellent way to rally support across an organization.


Reports are great resources and emails help build awareness, but a presentation can be even more effective for building buy-in across an organization. These presentations can be formal—maybe at a quarterly meeting—or informal, with a few key stakeholders huddled around a single computer in an office. Or, try inviting people for a casual lunchtime presentation on your testing team’s work.

Cultivating Champions

If you want to spread testing throughout your organization, you ultimately need to find people outside your group that can become champions of testing and optimization. These people may have different goals, so it will be important to communicate to them how testing and optimization can address their needs. Tailoring reports, sending personal email updates, and giving private, tailored presentations may all be useful for nurturing these individuals that may eventually become advocates for your optimization efforts.

Even if testing is a small side project among your cloistered team, expanding the visibility of optimization efforts can help your own program and your organization as a whole. Better communication may be the tool to get there.