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[CXL Live 16] How To Present Your Testing Results to Get Results by Lea Pica

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Are your executives and clients falling asleep during your testing presentations? Chances are your slide design and data visualizations are obscuring your valuable insights. With her special blend of neuroscience-based visualization principles, practical hands-on design techniques, and entertaining “tough love”, Lea will equip you with a fresh new toolbox that will get you and your data presentations remembered and acted upon.

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[CXL Live 16] How To Present Your Testing Results to Get Results by Lea Pica

  1. 1. How to Present Results to GET RESULTS // PRESENTEDBY: Lea Pica, LeaPica.com ConversionXL2016
  2. 2. Welcome to the…
  3. 3. 1be your AUDIENCE
  4. 4. Pillar #1: Be Your AUDIENCE Get contextfor the request.Understandtheirpainpoints. Duringtherequest,imagineyourexecutiveasking: Whatdo I reallywant? Why shouldthey careabout thisdata? Ask whoelse isattending? High-levelC-Suiteortactical? Tailoryourtone& contenttothe savvinessof the audience.
  5. 5. STATEMENT Test Results. OBSERVATION Landing Page B had a higher conversion rate. INSIGHT! Landing Page B was a significant winner, likely due to the additional explainer video.
  6. 6. 2use your tools WISELY
  7. 7. Pillar #2: Use Your Presentation Tool Take full advantageof the livepresentation format. Doingit rightcan helpyour career. But first, youneed to learn to avoid… WISELY
  8. 8. Create IDEAS...
  9. 9. Put The POWER Back In PowerPoint. PowerPointis not the problem.We are. We need tolearnhow to use this toolrightto createan attention-getting&memorablepresentation.Itis supposed tobe a tool. Howcan we do that? Unloadthe bulletpoints. • Bulletpoints killpresentationsbyshoving toomany ideas at youraudienceat once,so theycompletelytuneyou out. • Don’tuse them as a crutch.Prepare.Alot. • Yes, I am using bulletpoints here.I am allowedtobecause this is a handout.
  10. 10. Put The POWER Back In PowerPoint. Tip #5:Create ideas,not slides. Eachslide shouldcommunicate nomore thanone idea. Use twoslidestoconveya single ideatopace your audience andbuild anticipation. Don’tbe confined by a certain number of slides; exploreyour ideas. REMEMBER:Yourslidesareforyouraudience,notyou. Your slides arenota scriptso you don’thaveto prepare. They arethe vehicleto deliver your messageinto their brains. This means a lotofwork preparing, butitwill pay offwhen peoplefollow up with you after such a greatpresentation!
  11. 11. Put The POWER Back In PowerPoint. Resistthe fluff. This includes logos, watermarks, clipart, or any repetitiveelementthat adds zero valueto your presentation)Savethem for the cover slide. Fluff distractsthe audience from youandyour message. Simplicityis the key. Allow your message tostandout by decluttering your slides. Learntodesignyour slideslike adesigner would. Get ridof clipart rightnow!! Harness the power of real imagery. Vision is thehuman being’s strongestsensein thebestinterestofour survival.* A compelling, relevantimageincreases recall.* A compelling, relevant, & emotional imageincreases recall even more!* *Source: Brain Rules by John Medina..
  12. 12. Conversion Results • 80% of mobile visitors abandoned our lead capture form.
  13. 13. 80%of MobileVisitors ABANDONEDOURLANDING PAGE!
  14. 14. Why? The page wasn’t responsive as previously thought! 80%of MobileVisitors ABANDON OUR LANDING PAGE!
  15. 15. Where Can I Find Some… FREE: Unsplash Death to StockPhoto Pexels Pixabay Flickr CreativeCommons(search for Non-Commercial Use) Free /Paid: TheNoun Project(iconography) PAID: Dollar Photo Club DepositPhotos BigStock Photos TIP: Createan organized,shared imagerylibrary PHAT PHOTOS?
  16. 16. Where Can I Find Some… • Type “beautiful fonts”, “cool new fonts” or “modern presentation fonts” into a search engine • Visit Google Fonts and Fontspace.com for some ideas • Other good resources: • http://www.1stwebdesigner.com/freebies/52-really-high-quality-free-fonts- for-modern-and-cool-design/ • http://www.smashingmagazine.com/2012/07/20/free-font-round-up/ • The fonts inthis presentation are OSWALD and Lato. FUNKY FONTS?
  17. 17. 3maximize their DATA ABSORPTION
  18. 18. This is a critical judgment call, and it’s not built into any web analytics platform. Use tools like the Extreme Presentation Chart Selector toguide you. Resist the urge to always use a pie for composition charts. If you can’t resist the siren call of the pie, learn to do pie right. • Brains can’t easily calculate area inside segments of a circle. • BUT for simple composition charts, a well-done pie can suffice. • If you MUST use a pie, use chart best practices tomake it digestible. • Are you going to let Excel’spuky default color formatting decide what matters to your executives?? NOH! • The same recipe for a better pie can be applied to all charts. BEST VISUALIZATION Choose the
  19. 19. CHARTCHOOSERTOOL Choose The Best Viz for YourData Story Source: Extreme Presentation Method 22
  20. 20. PAID SEARCH GENERATEDTHE MOST SALES... Killing 3-D Reducevisual noise Data labelling Uniform coloring Strategic coloring Q1 2016 Campaign Channel # of Sales 1,305 937 648 180 67 Paid Search Organic Search Email Display Social Media # of Sales
  21. 21. LEA’S AWESOME VIZREADINGLIST For the Forever Student 25
  22. 22. 1. Make changes…SLOWLY 2. TEST & REFINE your presentation approach 3. Watch a TED TALK 4. Stop & ask: would I like this crap? 5. Remember that YOU ARE YOUR PRESENTATION Awesome Preso Bonus Tips!
  23. 23. Bonus Tips: Whensendingresultsoveremail,thistipscan help: • Bring the bottom line (key insight, recommendation) tothe top of the email and put in bold. Your execswill see the key info right away, and can peruse the data if they have time, which they usually don’t. • Bullets work nicelyin analysis emails, they keep it organized. • Use appropriately-sized graphs to support observations. • Follow up with recommendations, always! • After sending, follow up directlywithrecipient several days later to cement it intheir minds. EMAIL!
  24. 24. THANK YOU! I just want to take a moment to thank you for taking this journey with me. I spent many years struggling to get my stakeholders and clients act on the insights I worked so hard to find, and I know that you’ll break through in a fraction of the time. My goal for you is that you’ll take these learnings with you throughout your professional life, creating true career satisfaction and personal brand definition through exceptional data presentation. Namaste, 28

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