✅ Verbally — Use Simple, Impactful Language

1. Start with the “Why”

Explain the purpose of the test in plain terms:

“We wanted to find out which version of the landing page led to more sign-ups.”

2. Explain What Was Tested

Briefly describe the difference between the versions:

“Version A had a blue button. Version B had a green one.”

3. Highlight the Outcome, Not the Stats

Focus on what the results mean, not the p-values:

“Version B led to 15% more sign-ups than Version A.”

4. State What You Recommend

Finish with a clear decision:

“We’re moving forward with Version B because it performs better.”

✅ Visually — Use Clear, Minimal Graphics

1. Use Bar Charts, Not Tables

• Show two simple bars side-by-side:
  One for Version A, one for Version B.
• Label them clearly:
  “Sign-Ups: A vs B”
• Add the percentage improvement right above the bars.

2. Add Color Coding

• Use green to show the better-performing version.
• Use gray or neutral for the other one.

3. Include a Key Takeaway

Add a short sentence at the top or bottom:

“Version B increased sign-ups by 15%.”

4. Avoid Statistical Jargon

Skip terms like “confidence interval” or “significance level” unless necessary. Instead, say:

“We’re 95% confident that Version B is the better choice.”