The move

The cover reads "THE OPTIMIZELY EXPERIENCE" with "Dan Siroker, Co-Founder & CEO, Optimizely" beside a blue dotted panel. The talk argues attention is shrinking, says "stop yelling louder", cites a 92:1 imbalance between spend on traffic and on conversion, then gives four moves, each with a named customer and a test result.

Why it works

• Our readA single ratio, 92:1, puts a size on the imbalance the talk sets out to fix and gives the audience one number to remember.
• Our read"Stop yelling louder" tells the audience what to stop doing, which sets up the four moves that follow.
• Our readPairing each move with a named customer's before-and-after result lets the talk show its own method instead of describing it.

What not to copy

The 92:1 ratio belongs to Optimizely's argument, so don't reuse it. Keep the order: problem and number first, then proof for each fix.