This is a great question. I would say that each case differs and in light of this, the importance of what component of the oral argument is most important also changes. However, there are some components that will always be essential in a oral argument.
First, it is important that a lawyer has a great introduction in an oral argument. It is essential that he or she draws in the juror's interest right away. It is also important to give a road map of where the argument is going, so that the jurors will be able to follow clearly.
Second, in all oral arguments there will be evidence. It is key that the evidence be airtight and cogent. The better the evidence is, the better the oral argument will be. In this section, the lawyer should also anticipate questions that the jurors might have and answer them.
Third, the final component is the the summation. This is where the lawyer should give a concluding remark in view of all the evidence. This has to be the strongest part, because this is the last thing on the juror's mind.