Nobody reads your reports (and this is how you fix it!)

Do you ever feel like your reports aren’t really being read, let alone acted on?

They’re packed with information, presenting reams of data, yet still fail to answer the questions stakeholders actually care about. When reports don’t lead to understanding or action, strategies lose momentum and valuable opportunities are missed.

In this practical session, Katie New of Varn challenges the traditional metrics-first approach to reporting and introduces a smarter alternative: working backwards.
Instead of leading with metric selection, Katie starts at the end, focusing first on the people who will use the report and the questions they need answered. She will share a clear, practical framework for reverse-engineering reports that are user-led, question-driven, and designed to prompt action.

You will gain access to practical resources you can use straight away including a downloadable reporting survey designed to transform your reports from passive monthly updates, into powerful catalysts for action and results that matter. Katie will also introduce a simple feedback system to ensure your reporting remains meaningful and focused. If you want reports that get read, understood, and acted on, this talk will show you how to build them, starting from the end.

Transcript

1. Nobody reads your reports (and this is how you fix it!) Katie New Varn @varn_seo_agency https://speakerdeck.com/varn/
2. I’m embarrassed to admit... #brightonSEO
3. My reports used to get ignored #brightonSEO
4. Be honest. #brightonSEO
5. #brightonSEO What % of people read your reports?
6. What % take action? #brightonSEO
7. Lots of metrics Beautiful charts Accurate data #brightonSEO ≠ Action
8. What’s missing? #brightonSEO
9. #brightonSEO This might sound strange…
10. #brightonSEO But I found the missing piece in my wardrobe!
11. 2. Sort your life out method 1. Marie Kondo method #brightonSEO
12. #brightonSEO 3. Capsule wardrobe
13. #brightonSEO Stop starting with the metrics…
14. #brightonSEO Instead, start with questions…
15. #brightonSEO A practical Framework for useful reporting
16. #brightonSEO STEP 1 Put the laptop down Grab a pen & paper
17. #brightonSEO Think about who the report is for… • Who are they? • What level of detail do they need? • How frequently do they use it? • Why do they need it? STEP 1
18. #brightonSEO Reality Check: Is one report enough? STEP 1
19. #brightonSEO Define the core question What question should this report answer? STEP 2
20. #brightonSEO STEP 2 Get specific… How is the site performing? Which channel is most effectively driving sales?
21. #brightonSEO Focus on behaviour Which behaviours are related to the question? STEP 3
22. #brightonSEO If the Q is ‘How well is the site driving sales?’, the related behaviours are: • Users adding products to basket • Drop off at Step 2 in the checkout • Completed sale STEP 3
23. #brightonSEO Metrics support the story Which metrics do you need to monitor behaviours? STEP 4
24. #brightonSEO The metrics we need to monitor these behaviours are: • E-commerce events (e.g. add to cart) • Event count of checkout events • Views of product pages STEP 4
25. #brightonSEO Reality Check: Are you holding on to vanity metrics? STEP 4
26. The importance of adding context STEP 5 #brightonSEO
27. #brightonSEO • What context is needed? (Targets, comparisons, % change, definitions?, competitors, markets) • What does good & bad look like? • What might influence each metric? STEP 5
28. #brightonSEO Reality Check: A number means nothing on it’s own STEP 5
29. #brightonSEO The job isn’t done when the report is built Reports should evolve STEP 6
30. #brightonSEO STEP 6 Get feedback from the people using the report: • Is everything on here meaningful? • Are you acting on this data? • Is anything just noise?
31. The framework in practice #brightonSEO Before 28 pages 135 charts & tables 15 interactive points 3 data sources After 8 pages 45 charts & tables 38 interactive points 6 data sources
32. ➔ Confidence understanding the report ➔ Faster preparation, meaning more time to analyse & take action ➔ Better context & agreed metric definitions But the real impact was… #brightonSEO
33. #brightonSEO STEP 1 Define users STEP 2 Define core questions STEP 3 Focus on behaviours STEP 4 Choose metrics STEP 5 Add context STEP 6 Reports should evolve Framework summary
34. Reports answer the questions that matter Data leads to decisions #brightonSEO It’s working when…
35. #brightonSEO Success isn’t a complex report Success is a report that drives action
36. #brightonSEO And we achieve this by starting from the end
37. #brightonSEO Free Reporting Framework Resources Here you can access all the resources discussed in today’s talk
38. Thank you for listening Katie New Varn speakerdeck.com/varn/ https://www.linkedin.com/in/katieonew/