ProblemMetrics “Can count on eBay to help w/ problems” (GUSS) much too low eBay provides several ways to get help but fails at making them visible, relevant (targeted) and comprehensiveFurther engage the community by leveraging “member-help- member”Too many avoidable CS contactsUsers do not make the difference between help content and other useful content on the site the way we doFinding the new information hubs is very difficult2
ObjectivesIncrease GUSS satisfaction metric by 4%Increase the Member help Member supportDecrease the exit rate by 15%Decrease the number of avoidable CS contacts by 10%3
Internal attempt: “going green design” Fold-out menu’s targeting 3 different user segments: • New (0 Feedback) • Beginner (< 5 Feedback) • Experienced (> 5 Feedback) Provide three types of content: • FAQ’s relevant for that segment (for buyers and sellers) • Different ways of contacting eBay (Help > Forums > CS) • Information per theme (short intro of most important hubs) Remove search box4
Results of “going green design”Exit rate increased by 10%Highly erratic behaviour clicking in the header or the footer, leaving the page, …People want a search box They tried to use the category search box that still featured in the top cornerUsers did not open other sections Based on user profile, a certain section was already open. Users did not switch sections This is why we contacted Netway5
New help index page 3 buckets Buy, Sell, My Account Top questions centrally featured Member-help-member links Links to most popular boards Search box moved To right nav, to avoid confusion with general search box Contact us links moved Also to right nav Links not underlined This would create a completely underlined page, which tires the eyes too much6
Overall resultsObjectives Obtained resultsusers’ satisfaction rate must increase by 4% users’ satisfaction rate increased by 9%members helping level must increase by 1.7% members helping level increase by 10%exit rate must decrease by 15% exit rate decrease by 15%help and support calls must decrease by 10% help and support calls decrease by 29% 7
® Do you want the same results ? Contact usMarc Van Rymenant Alain Dewispelaere CEO & Founder Sales Director +352 621 31 22 07 +352 621 31 22 04 firstname.lastname@example.org email@example.com except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 8
Creative Commons Attribution 3.0 Licence ® You are free ... to copy, distribute, display, and perform the work ... under the following conditions Attribution. You must give the original author credit. € Non-commercial. You may not use this work for commercial purposes. No Derivative Works. You may not alter, transform, or build upon this work. • For any reuse or distribution, you must make clear to others the licence terms of this work. • Any of these conditions can be waived if you get permission from the copyright holder. • Nothing in this license impairs or restricts the authors moral rights. except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 9
Having the right elements is not enough … ® Simplifying interfaces. TM except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License
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