Henk Bolhuis, Product Specialist CRO at Reprise Digital, Netherlands’ leading digital marketing agency, talks about making experiment outcomes & learnings stick in the audiences’ minds, about understanding why communication is key to the success of a good experimentation program, and more.
4. For today, we'll discuss:
❏ Why communication is just as important as conversion
❏ How communication fits within the CRO process
❏ 6 tips/lessons how to improve your communication
❏ How to continuously improve your communication skills.
5. C
Conversion
RO
Increase the amount of times a
visitor converts. Communication
Increase the amount of times a
stakeholder understands your
message and converts.
6. Have you ever experienced these reactions to your presentation?
7. With communication, we mean:
Sender Receiver - Team mate
Insight Insight
Medium
Message Message
This is what we can influence
Receiver - CEO
Insight
Message
Receiver - Client
Insight
Message
10. To put this in practice
Sender Receiver
Insight Insight
Analytics
11. Basically, what I’m trying to say
Mweh, let’s
focus on
something
else
Knowledge Communication
Good Mweh
+ =
Yes, we
should do this
more!
Knowledge Communication
Good Good
+ =
12. Most optimizers only focus on their business, but
to create a culture of experimentation,
communication is key.
Basically, you need to bring people together
13. 6 tips/lessons to optimize for
communication.
1. When presenting insights, make it interactive
2. When presenting user test findings, use a highlight video
3. When giving recommendations, follow the secret formula
4. When working with others, be nice :-)
5. When showing graphs, get your data cleaned out
6. When reporting, start with the most important findings.
Finding
problems
through
research
Validate through
experimentation
Report &
Learn
23. What you should do
Observation
+
Consequence
=
Next step
When giving recommendations
Tip
24. For example
When landing on the homepage there is no clear
Call-to-action present.
Users have to scroll down to learn more about
what the company does.
Try experimenting by adding a call-to-action to
your website.
Observation
Consequence
Recommendation
28. What you should do
● Change your tone - pick up the pace and make sure you pause when
speaking.
● Be energetic - show your enthusiasm, but be critical when needed.
● Smile (use emoji’s) - smiling people get more done.
● Compliment - we don’t do this enough, but show appreciation.
● Be super clear - make sure what you want, don’t waste everybody's time
30. What you shouldn't do
Just copy paste Google Analytics findings
What am I looking at?
What should we be doing?
What’s going bad/good?
Is this all relevant?
35. What did we learn?
What you should do
Start with your key takeaways
Results
Conclude
Next steps
Tip
36. To create a culture of experimentation,
communication is key.
A final reminder ;-)
37. How to further improve yourself?
❏ Ask for feedback - show them the slides/output to a random person and ask if the
purpose is clear.
❏ Listen to your audience - what responses do you get when showing x? What
questions do they ask? It’s important to note down the questions they ask.
❏ Collect slides in a swipefile - observe slides from other people, copy them, place
them in a document and look at what their doing.
❏ Always keep optimizing yourself - because it will help you become a better
optimizer and achieve your goals.