SearchLove London 2016 | Lea Pica | How to Present to Get Results
•
7 j'aime•3,930 vues
Our VOC survey identified areas where visitors had unsuccessful experiences on our site. The dual-axis chart showed account information tasks resulted in no successful visits, but did not provide clear insights. A side-by-side bar chart showing task completion rates alongside response volumes provided better context. This revealed product specifications had the highest percentage of unsuccessful visits and most responses, making it the highest priority area for improvement. The presentation emphasized using visualization best practices like removing unnecessary elements to reduce cognitive load and clearly convey insights.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (20)
Similaire à SearchLove London 2016 | Lea Pica | How to Present to Get Results
Similaire à SearchLove London 2016 | Lea Pica | How to Present to Get Results (20)
Plus de Distilled
Plus de Distilled (20)
Dernier
Dernier (20)
SearchLove London 2016 | Lea Pica | How to Present to Get Results
- 1. How to Present Results to GET RESULTS // PRESENTED BY: Lea Pica, Search Discovery SearchLove 2016
- 2. You may never approach THE SAME WAY AGAIN how you present data
- 3. CAMPAIGN RESULTS? Can you present some
- 4. HARD Working
- 6. RUH-ROH.
- 9. Why do BAD THINGS ?happen to good data
- 11. ` You have only 8 SECONDS to grab their ATTENTION Source: John Medina, Brain Rules.
- 13. Repetition commits information to LONG-TERM MEMORY. Repetition commits information to LONG-TERM MEMORY. Repetition commits information to LONG-TERM MEMORY.
- 14. 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.
- 15. #1: Maintain ATTENTION #2: Be MEMORABLE
- 16. STAND OUT Help your data
- 17. PRESENTATION Be Your AUDIENCE Use Your Tools Maximize Data WISELY ABSORPTION Three Pillars of Enlightenment
- 21. CAMPAIGN RESULTS? Can you present some
- 22. What do I really WANT?
- 25. 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.
- 31. Used over 350 TIMESEVERY SECOND! Source: Businessweek, 2012. (including right now)
- 36. PEOPLE PROBLEM It’s a We need more CONTROL
- 37. CONTROL #1…
- 38. Unload the BULLET POINTS
- 39. Truly Bad Slides
- 40. Bullet points expose all of your information to the audience at once.
- 41. Why do we love our BULLET POINTS?
- 43. Your slides are for your AUDIENCE NOT YOU.
- 44. CONTROL #2…
- 45. Harness the power of REAL IMAGERY
- 47. Vision is the STRONGEST human sense Source: Brain Rules, John Medina.
- 50. Tell their STORY
- 51. Storytelling activates the... Sensory / Cerebellum Motor Cortex Broca’s area Auditory cortex Olfactory cortex Wernicke’s area Visual cortex
- 53. 80%of Mobile Search Visitors ABANDONED OUR LANDING PAGE!
- 54. Why? The page wasn’t responsive as previously thought! 80%of Mobile Search Visitors ABANDON OUR LANDING PAGE!
- 60. Bar charts can be ABUSED TOO
- 61. Let’s do DETOX!
- 63. 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
- 64. CHART DETOX Strategic coloring 1,305 937 648 180 67 Cell… Comput… TV &… Car… Wearab… Conversions by Campaign
- 65. # OF CONVERSIONS BY CAMPAIGN. Zzzz.. Source: Analytics Inc, 2015. 1,305 937 648 180 67 Cell Phones Computers TV & Home… Car Electronics Wearable Tech
- 66. 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
- 67. 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
- 68. Dona M. Wong WSJ Guide to INFORMATION GRAPHICS
- 69. PrimpYour Slide presents... Chart & Slide Makeovers!
- 71. Credit: Flickr / David Kingham define: pi·ka1 ˈpīkə;/ a small, cold-climate rodent with short limbs and spherical body and sometimes eats dead birds
- 72. 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
- 74. EXTREME VIZ MAKEOVER The P.I.C.A. Methodology for Actionable Data Visualizations
- 75. EXAMPLE #1 Dual-Axis Stacked Bar Chart with Survey Data
- 76. ~ @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.”
- 77. 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
- 78. 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
- 79. urpose P
- 80. EXIST? Why do I
- 81. Q:What tasks had the highest percentage of unsuccessful visits?
- 83. DOES NOT KNOW what your best chart choice is Your visualization tool
- 87. We need to talk about... PIE CHARTS
- 88. Pie done WRONG.
- 89. PIE CHARTS ? ? This is your brain on
- 90. A:100% Stacked Bar Chart
- 91. nsight I
- 92. Avinash Kaushik,
- 93. 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.”
- 94. define: in·sight ˈinˌsīt/ the capacity to gain an accurate and deep intuitive understanding of a person or thing. @LeaPica
- 95. 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.
- 96. What needs are we failing to meet? Remove dual axis
- 97. DUAL AXIS CHARTS
- 99. DUAL AXIS CHARTS On this date, nothing happened
- 100. DUAL AXES, DUELING TRUTHS Tyler Vigen,
- 102. 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
- 103. 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
- 104. ontext C
- 105. Q:How does response volume impact our decision?
- 107. 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
- 108. 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
- 109. esthetics A
- 110. 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
- 111. define: cognitive load “the total amount of mental effort being used in the working memory” The higher the load, the harder the work
- 112. Let’s do DETOX!
- 113. 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
- 114. 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%
- 115. 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
- 116. 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
- 117. 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
- 118. 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
- 119. 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
- 120. Don’t let EXCEL DECIDE what matters to YOUR AUDIENCE
- 121. 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...
- 122. 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!
- 124. 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
- 125. 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%
- 126. Cole Nussbaumer Knaflic STORYTELLING WITH DATA
- 127. AWESOME VIZ READING LIST
- 128. RECAP Be Your AUDIENCE Use Your Tools Maximize Data WISELY ABSORPTION Three Pillars
- 129. Be Your AUDIENCE Use Your Tools Maximize Data WISELY ABSORPTION
- 130. Be Your AUDIENCE Use Your Tools Maximize Data WISELY ABSORPTION
- 131. Be Your AUDIENCE Use Your Tools Maximize Data WISELY ABSORPTION
- 132. What challenges do you face?
- 133. .com
- 136. Facts do not CEASE TO EXIST IGNORED because they are ~ Aldous Huxley @LeaPica