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SearchLove London 2016 | Lea Pica | How to Present to Get Results

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Wil's talk will look at the role that words play, and we'll look at amazing, compelling copy that showcases the power of words. His talk will also go over ways to improve your empathy for customers and what it's like to be in their shoes. There'll also be an interesting look at how we can incorporate interviewing into the keyword research process. However, all these big ideas, mean nothing if we don't show you how to make the pitch to a reluctant boss, or client, so we'll end on how to pitch the value to get the buy in.

Published in: Marketing

SearchLove London 2016 | Lea Pica | How to Present to Get Results

  1. 1. How to Present Results to GET RESULTS // PRESENTED BY: Lea Pica, Search Discovery SearchLove 2016
  2. 2. You may never approach THE SAME WAY AGAIN how you present data
  3. 3. CAMPAIGN RESULTS? Can you present some
  4. 4. HARD Working
  5. 5. Your Exciting DATA!
  6. 6. RUH-ROH.
  7. 7. Into the dreaded…
  8. 8. Why do BAD THINGS ?happen to good data
  9. 9. Meet your audience’s BRAIN Hi.
  10. 10. ` You have only 8 SECONDS to grab their ATTENTION Source: John Medina, Brain Rules.
  11. 11. Uh...what was that?
  12. 12. Repetition commits information to LONG-TERM MEMORY. Repetition commits information to LONG-TERM MEMORY. Repetition commits information to LONG-TERM MEMORY.
  13. 13. HEY THERE. I DON’T CARE ABOUT WHAT YOU DO ALL DAY. Show me how to move my business forward In a way I understand quickly and easily And in a way that makes me want to act. PS – Gimme a count of hits anyway.
  14. 14. #1: Maintain ATTENTION #2: Be MEMORABLE
  15. 15. STAND OUT Help your data
  16. 16. PRESENTATION Be Your AUDIENCE Use Your Tools Maximize Data WISELY ABSORPTION Three Pillars of Enlightenment
  17. 17. Handle: @LEAPICA Hashtag: #SEARCHLOVE
  18. 18. 1be your AUDIENCE
  19. 19. CAMPAIGN RESULTS? Can you present some
  20. 20. What do I really WANT?
  21. 21. WHAT’S THE BIG STORY?
  22. 22. STATEMENT TO insight
  23. 23. STATEMENT Landing Page 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.
  24. 24. 2use your toolsWISELY
  25. 25. DOMINATION Presentation
  26. 26. Used over 350 TIMESEVERY SECOND! Source: Businessweek, 2012. (including right now)
  27. 27. PEOPLE PROBLEM It’s a We need more CONTROL
  28. 28. CONTROL #1…
  29. 29. Unload the BULLET POINTS
  30. 30. Truly Bad Slides
  31. 31. Bullet points expose all of your information to the audience at once.
  32. 32. Why do we love our BULLET POINTS?
  33. 33. Your slides are for your AUDIENCE NOT YOU.
  34. 34. CONTROL #2…
  35. 35. Harness the power of REAL IMAGERY
  36. 36. John Medina BRAIN RULES
  37. 37. Vision is the STRONGEST human sense Source: Brain Rules, John Medina.
  38. 38. Imagery RECALL increases
  39. 39. EMOTION Images stir
  40. 40. Tell their STORY
  41. 41. Storytelling activates the... Sensory / Cerebellum Motor Cortex Broca’s area Auditory cortex Olfactory cortex Wernicke’s area Visual cortex
  42. 42. Conversion Results • 80% of mobile search visitors abandoned our lead capture form. • This is potentially due to our search landing page not being responsive and it totally sucked.
  43. 43. 80%of Mobile Search Visitors ABANDONED OUR LANDING PAGE!
  44. 44. Why? The page wasn’t responsive as previously thought! 80%of Mobile Search Visitors ABANDON OUR LANDING PAGE!
  45. 45. Your data is IMAGERY!
  46. 46. 3maximize their DATA ABSORPTION
  47. 47. VISUALIZATION Choose the best
  48. 48. CHART CHOOSER Juice Analytics
  49. 49. Bar charts can be ABUSED TOO
  50. 50. Let’s do DETOX!
  51. 51. CHART DETOX 03581114161922252730333638414447495255586063666971747779828588909396991011041071101121151181211231261291321341371401431451481511531561591621641671701731751781811841861891921951972002032062082112142162192222252272302332362382412442472492522552582602632662692712742772802822852882902932962993013043073103123153183213233263293323343373403433453483513543563593623643673703733753783813843863893923953974004034064084114144174194224254284304334364384414444474494524554584604634664694714744774804824854884914934964995025045075105125155185215235265295325345375405435455485515545565595625655675705735765785815845865895925955976006036066086116146176196226256286306336366396416446476496526556586606636666696716746776806826856886916936966997027047077107137157187217237267297327347377407437457487517547567597627657677707737767787817847877897927957978008038068088118148178198228258288308338368398418448478508528558588618638668698718748778808828858888918938968999029049079109139159189219249269299329359379409439459489519549569599629659679709739769789819849879899929959981,0001,0031,0061,0091,0111,0141,0171,0191,0221,0251,0281,0301,0331,0361,0391,0411,0441,0471,0501,0521,0551,0581,0611,0631,0661,0691,0721,0741,0771,0801,0821,0851,0881,0911,0931,0961,0991,1021,1041,1071,1101,1131,1151,1181,1211,1241,1261,1291,1321,1351,1371,1401,1431,1461,1481,1511,1541,1561,1591,1621,1651,1671,1701,1731,1761,1781,1811,1841,1871,1891,1921,1951,1981,2001,2031,2061,2091,2111,2141,2171,2201,2221,2251,2281,2301,2331,2361,2391,2411,2441,2471,2501,2521,2551,2581,2611,2631,2661,2691,2721,2741,2771,2801,2831,2851,2881,2911,2941,2961,2991,3021,3041,307 Paid Search Organic Search Social Media Display 648 1,305 937 67 180 Conversions
  52. 52. CHART DETOX 1,305 937 648 180 67 Cell… Comput… TV &… Car… Wearab… Killing 3-D Reduce visual noise Data labelling Uniform coloring Conversions by Campaign
  53. 53. CHART DETOX Strategic coloring 1,305 937 648 180 67 Cell… Comput… TV &… Car… Wearab… Conversions by Campaign
  54. 54. # OF CONVERSIONS BY CAMPAIGN. Zzzz.. Source: Analytics Inc, 2015. 1,305 937 648 180 67 Cell Phones Computers TV & Home… Car Electronics Wearable Tech
  55. 55. 1,305 937 648 180 67 Cell Phones Computers TV & Home… Car Electronics Wearable Tech CELL PHONES GENERATED THE MOST SALES VOLUME... Q1 2016 Search Campaign # of Conversions Source: Analytics Inc, 2015. McKinsey Title
  56. 56. 1.7% 4.5% 8.4% 0.5% 2.9% 1,305 937 648 180 67 Cell Phones Computers TV & Home Theater Car Electronics Wearable Tech ...BUT OUR OPPORTUNITY LIES WITH TV/HOME THEATER. Q1 2016 Campaign Channel # Conversions vs. Conversion Rate Source: Google Adwords, 2015. # of Conversions Conversion Rate
  57. 57. Dona M. Wong WSJ Guide to INFORMATION GRAPHICS
  58. 58. PrimpYour Slide presents... Chart & Slide Makeovers!
  59. 59. P.I.C.A. The Methodology:
  60. 60. Credit: Flickr / David Kingham define: pi·ka1 ˈpīkə;/ a small, cold-climate rodent with short limbs and spherical body and sometimes eats dead birds
  61. 61. Credit: Psychology Today. define: pi·ca1 ˈpīkə/ an appetite for substances that are largely non- nutritive, such as soil, paper, clay, metal, chalk, glass, or sand
  62. 62. EXTREME VIZ MAKEOVER The P.I.C.A. Methodology for Actionable Data Visualizations
  63. 63. EXAMPLE #1 Dual-Axis Stacked Bar Chart with Survey Data
  64. 64. ~ @DonalPhipps This submission is an early attempt to classify visitor behaviour. We want to help marketing stakeholders understand the needs of customers visiting the site, so they can improve the quality & relevance of the online information. Please don't shoot me for the pie chart, I have subsequently learned the error of my ways.”
  65. 65. What needs are we failing to meet? View source data 501 respondents from Jun-Jul 2015 Takeaways: à Here we had confidential actions for the business to take based on this graph. VOC Survey – Desired Tasks 100% stacked bar chart Dual axis line chart - responses
  66. 66. What needs are we failing to meet? View source data 501 respondents from Jun-Jul 2015 Takeaways: à Here we had confidential actions for the business to take based on this graph. Key problem areas not obvious Dual axis line not labelled Heavy cognitive load
  67. 67. urpose P
  68. 68. EXIST? Why do I
  69. 69. Q:What tasks had the highest percentage of unsuccessful visits?
  70. 70. VISUALIZATION Choose the best
  71. 71. DOES NOT KNOW what your best chart choice is Your visualization tool
  72. 72. Juice Analytics CHART CHOOSER
  73. 73. Dona M. Wong Chart Selector
  74. 74. Dona M. WongChart Selector LeaPica.com/ChartChooser
  75. 75. We need to talk about... PIE CHARTS
  76. 76. Pie done WRONG.
  77. 77. PIE CHARTS ? ? This is your brain on
  78. 78. A:100% Stacked Bar Chart
  79. 79. nsight I
  80. 80. Avinash Kaushik,
  81. 81. http://marketingsales.tyden.cz/rubriky/lide/ondrej-slama-jaky-byl-letosni- marketing-festival-v-brne_323057.html ~ AVINASH KAUSHIK Analysts need to be able to distinguish between data and insights.”
  82. 82. define: in·sight ˈinˌsīt/ the capacity to gain an accurate and deep intuitive understanding of a person or thing. @LeaPica
  83. 83. What needs are we failing to meet? View source data 501 respondents from Jun-Jul 2015 Takeaways: à Here we had confidential actions for the business to take based on this graph.
  84. 84. What needs are we failing to meet? Remove dual axis
  85. 85. DUAL AXIS CHARTS
  86. 86. DUAL AXIS CHARTS On this date, nothing happened
  87. 87. DUAL AXES, DUELING TRUTHS Tyler Vigen,
  88. 88. SPURIOUS CORRELATIONS
  89. 89. What needs are we failing to meet? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% General Interest: Education Product Information: Problem-Solving Product Information: Manual Product Information: Compatability/Cross-… Product Information: Support Product Information: Buy-To-Specification Product Information: Quote Product Information: Certificates Product Information: Specifications Account Information: Invoice Account Information: Order Status Account information
  90. 90. Account Information Tasks Both Resulted in NO SUCCESSFUL VISITS 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% General Interest: Education Product Information: Problem-Solving Product Information: Manual Product Information: Compatability/Cross-… Product Information: Support Product Information: Buy-To-Specification Product Information: Quote Product Information: Certificates Product Information: Specifications Account Information: Invoice Account Information: Order Status % of Unsuccessful Visits Per User Task McKinsey Title
  91. 91. ontext C
  92. 92. Q:How does response volume impact our decision?
  93. 93. A:Side-by-side bar chart
  94. 94. Account Information Tasks Both Resulted in NO SUCCESSFUL VISITS 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% General Interest: Education Product Information: Problem-Solving Product Information: Manual Product Information:… Product Information: Support Product Information: Buy-To-… Product Information: Quote Product Information: Certificates Product Information: Specifications Account Information: Invoice Account Information: Order Status % of Unsuccessful Visits Per User Task + Total Visits 0 5 10 15 20 25 30 % Unsuccessful Visits Total Responses
  95. 95. Product Specs Are Our Highest-Priority Area of Improvement 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% General Interest: Education Product Information: Problem-Solving Product Information: Manual Product Information:… Product Information: Support Product Information: Buy-To-… Product Information: Quote Product Information: Certificates Product Information: Specifications Account Information: Invoice Account Information: Order Status % of Unsuccessful Visits Per User Task + Total Visits 0 5 10 15 20 25 30 % Unsuccessful Visits Total VisitsAdjust headline
  96. 96. esthetics A
  97. 97. Product Specs Are Our Highest-Priority Area of Improvement 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% General Interest: Education Product Information: Problem-Solving Product Information: Manual Product Information:… Product Information: Support Product Information: Buy-To-… Product Information: Quote Product Information: Certificates Product Information: Specifications Account Information: Invoice Account Information: Order Status % of Unsuccessful Visits Per Visit Type + Total Visits 0 5 10 15 20 25 30 % Unsuccessful Visits Total Responses
  98. 98. define: cognitive load “the total amount of mental effort being used in the working memory” The higher the load, the harder the work
  99. 99. Let’s do DETOX!
  100. 100. Product Specs Are Our Highest-Priority Area of Improvement 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% General Interest: Education Product Information: Problem-Solving Product Information: Manual Product Information:… Product Information: Support Product Information: Buy-To-… Product Information: Quote Product Information: Certificates Product Information: Specifications Account Information: Invoice Account Information: Order Status % of Unsuccessful Visits Per Visit Type + Total Visits 0 5 10 15 20 25 30 % Unsuccessful Visits Total Responses
  101. 101. Product Specs Are Our Highest-Priority Area of Improvement 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% General Interest: Education Product Information: Problem-Solving Product Information: Manual Product Information:… Product Information: Support Product Information: Buy-To-… Product Information: Quote Product Information: Certificates Product Information: Specifications Account Information: Invoice Account Information: Order Status % of Unsuccessful Visits Per Visit Type + Total Visits 0 5 10 15 20 25 30 % Unsuccessful Visits Total Responses Decrease bar gap width to 50%
  102. 102. Product Specs Are Our Highest-Priority Area of Improvement 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% General Interest: Education Product Information: Problem-Solving Product Information: Manual Product Information:… Product Information: Support Product Information: Buy-To-… Product Information: Quote Product Information: Certificates Product Information: Specifications Account Information: Invoice Account Information: Order Status % of Unsuccessful Visits Per Visit Type + Total Visits 0 5 10 15 20 25 30 % Unsuccessful Visits Total Responses Remove gridlines
  103. 103. Product Specs Are Our Highest-Priority Area of Improvement General Interest: Education Product Information: Problem-Solving Product Information: Manual Product Information:… Product Information: Support Product Information: Buy-To-… Product Information: Quote Product Information: Certificates Product Information: Specifications Account Information: Invoice Account Information: Order Status % of Unsuccessful Visits Per Visit Type + Total Visits % Unsuccessful Visits Total Responses Remove axis lines
  104. 104. Product Specs Are Our Highest-Priority Area of Improvement 54% 60% 67% 70% 70% 71% 75% 81% 83% 100% 100% General Interest: Education Product Information: Problem-Solving Product Information: Manual Product Information: Compatability/Cross-… Product Information: Support Product Information: Buy-To-Specification Product Information: Quote Product Information: Certificates Product Information: Specifications Account Information: Invoice Account Information: Order Status % of Unsuccessful Visits Per Visit Type + Total Visits 24 10 6 10 10 17 8 16 24 12 2 % Unsuccessful Visits Total Responses Add data labels
  105. 105. Product Specs Are Our Highest-Priority Area of Improvement 54% 60% 67% 70% 70% 71% 75% 81% 83% 100% 100% General Interest: Education Product Information: Problem-Solving Product Information: Manual Product Information:… Product Information: Support Product Information: Buy-To-… Product Information: Quote Product Information: Certificates Product Information: Specifications Account Information: Invoice Account Information: Order Status % of Unsuccessful Visits Per Visit Type + Total Visits 24 10 6 10 10 17 8 16 24 12 2 % Unsuccessful Visits Total Responses Recolor to gray shades
  106. 106. PRODUCT SPECS Are Our Highest-Priority Area of Improvement 54% 60% 67% 70% 70% 71% 75% 81% 83% 100% 100% General Interest: Education Product Information: Problem-Solving Product Information: Manual Product Information:… Product Information: Support Product Information: Buy-To-… Product Information: Quote Product Information: Certificates Product Information: Specifications Account Information: Invoice Account Information: Order Status % of Unsuccessful Visits Per Visit Type + Total Visits 24 10 6 10 10 17 8 16 24 12 2 % Unsuccessful Visits Total Responses Use highlight color to emphasize
  107. 107. Don’t let EXCEL DECIDE what matters to YOUR AUDIENCE
  108. 108. What needs are we failing to meet? View source data 501 respondents from Jun-Jul 2015 Takeaways: à Here we had confidential actions for the business to take based on this graph. Before...
  109. 109. PRODUCT SPECS Are Our Highest-Priority Area of Improvement 54% 60% 67% 70% 70% 71% 75% 81% 83% 100% 100% General Interest: Education Product Information: Problem-Solving Product Information: Manual Product Information:… Product Information: Support Product Information: Buy-To-… Product Information: Quote Product Information: Certificates Product Information: Specifications Account Information: Invoice Account Information: Order Status % of Unsuccessful Visits Per Visit Type + Total Visits 24 10 6 10 10 17 8 16 24 12 2 % Unsuccessful Visits Total Responses AFTER!
  110. 110. uper secret charts hhhhhh!S
  111. 111. TOP SECRET CHART #1: SLOPE GRAPH 82% 62%64% 54% 47% 31%33% 39% Pre-Launch Post-Launch Homepage About Us Products Contact Us Great for: Pre/post performance analysis Comparing similar categories Responses to survey data
  112. 112. TOP SECRET CHART #2: DOT PLOT Great for: Pre/post performance analysis Comparing similar categories Category ranking change 46% 24% 38% 92% 85% 59% 42% 50%
  113. 113. Cole Nussbaumer Knaflic STORYTELLING WITH DATA
  114. 114. AWESOME VIZ READING LIST
  115. 115. RECAP Be Your AUDIENCE Use Your Tools Maximize Data WISELY ABSORPTION Three Pillars
  116. 116. Be Your AUDIENCE Use Your Tools Maximize Data WISELY ABSORPTION
  117. 117. Be Your AUDIENCE Use Your Tools Maximize Data WISELY ABSORPTION
  118. 118. Be Your AUDIENCE Use Your Tools Maximize Data WISELY ABSORPTION
  119. 119. What challenges do you face?
  120. 120. .com
  121. 121. Facts do not CEASE TO EXIST IGNORED because they are ~ Aldous Huxley @LeaPica
  122. 122. VIZ RESPONSIBLY, my friends.

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