Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Measuring Webpage Outcomes, Not Inputs – and Why Content Quality Matters

378 views

Published on

If customer A spends 2 minutes on a page and customer B spends 4 minutes on a page, who was the more satisfied customer? Is it really a good thing that customers and prospects are looking at lots of pages on your website? And does the content you provide cause the reader to act?

The old web metrics are broken. In fact, they’re more than broken: they often give a false impression of your performance. High volumes of visitors, spending lots of time, looking at lots of pages could be positive – but could just as well be negative. Your content could be causing them to spend more time on a page just because you don’t have quality content and you’re not using the right language.

We must move from a model that measures inputs (content produced, page views, number of visitors, etc.) to one based on outcomes. Outcome-based metrics answer the following questions:
1. Were customers able to find what they needed?
2. Were prospects compelled to act?
3. How long did it take them?

If we measure outcomes then we must manage outcomes by:
1. Maximizing the actions you want them to take
2. Minimizing the time it takes to act

In this webinar, learn how you can make your web pages more successful, and how to generate the metrics you need to prove it.

http://bit.ly/19X9i0T

Published in: Technology
  • Be the first to comment

  • Be the first to like this

Measuring Webpage Outcomes, Not Inputs – and Why Content Quality Matters

  1. 1. Measuring Webpage Outcomes, Not Inputs – and Why Content Quality Matters October 2, 2013 Gerry McGovern gerry@customercarewords.com www.customercarewords.com @gerrymcgovern
  2. 2. In most cases you can expect a small fiberglass pool shell without delivery to cost $9k-$13k, medium $12k-$16k, and large $16k-$24k. Delivery fees could be anywhere from $600 to $2,500.
  3. 3. Useful tools
  4. 4. ✓Deleted 50% of all content ✓Use of the Loan calculator increased by 236% ✓Traffic to the most important product information and services increased by 520 %
  5. 5. 5 21 October 2013 © 2011 - Customer Carewords Ltd
  6. 6. 87% Telenor – reduction of pages     Total pages reduced from 4,000 to 500 Conversion rate 100% up Emails to customer service down by 35% (key channel) Customer satisfaction ratings up 6
  7. 7. 7 21 October 2013 © 2011 - Customer Carewords Ltd
  8. 8. Get out of my way ! 90% Whatever……
  9. 9. Content Publishing activity TINY TASKS TOP TASKS
  10. 10. #1 Remove Pages from Site Remove Conditional Formatting
  11. 11. “Remove conditional formatting” “Format text in a variety of ways based on conditions” Remove Conditional Formatting
  12. 12. 34%
  13. 13. 240m 4.2m 3m 3m annual visits to Cisco.com social reach mobile web visitors customer app Downloads* (6x YoY) 73m 2m organic search referrals social media mentions 1.3m 1.4m paid search click-throughs social referrers to Cisco.com 2% 55% 91% 341% Cisco.com Social Reach Mobile Phones Tablets Source: Cisco SiteCatalyst & other internal metrics. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
  14. 14. Continuous Improvement Identify Top Tasks Measure Top Tasks Task Based Support
  15. 15. Tasks Pie Chart 43 Download software, firm… Configure / set up a pr… Top 25% Troubleshootin g (bug fi… 26-50% 51-75% 15 6
  16. 16. Tasks 1 Download software, firmware, drivers, patches, updates Po te cu nti st al om er C ur r cu en st t om er S tu de nt Jo b se Potential versus Current Customer 7% 10% 5% Top 25% 2% Configure / set up a product (tech guides, notes, how2 to's) 3 Troubleshooting (bug fixes, diagnostics, guides) 4 Network design (tech guides, notes, examples) 5% 4% 4% 9% 9% 4% 5% 4% 5% 4% 3% 6% 5 Install / upgrade / migrate (tech guides, notes, examples) 6 Pricing for an individual product or service 7 Warranties 4% 3% 3% 6% 1% 1% 4% 0% 1% 4% 1% 0% 26-50% 51-75%
  17. 17. 2010 15 Steps Downloading Software for RV082 280 seconds approx
  18. 18. Task 1 performance = Very Good Download firmware: Obtain the latest firmware for your RV082 router compatible with Version 3 hardware. Success Rate Comparisons August 2011 February 2012 TPI = 75
  19. 19. 1 2 3 4
  20. 20. @gerrymcgovern
  21. 21. 22
  22. 22. Effective Content for Better Outcomes Andrew Bredenkamp @abredenkamp
  23. 23. Dr. Andrew Bredenkamp is president and founder of Acrolinx. Andrew has over 20 years of experience in multilingual content development. Before starting Acrolinx, Andrew was Head of the Technology Transfer Centre at the German Research Center for Artificial Intelligence (DFKI) Language Technology Lab. Andrew holds degrees in technical translation and linguistics and a Ph.D. in Computational Linguistics. He is on the advisory board of a number of organizations, including Translators without Borders and The Centre for Next Generation Localisation (CNGL).
  24. 24. Content Strategy @ Cisco “The 4900 Series is ideal for space-constrained deployments.” “Simplified Management: Edge switch auto-provisioning” Zero uses of “you”
  25. 25. Content Strategy @ Cisco Not “space-constrained” but “smaller” No sentence over 18 words Eight uses of “you”
  26. 26. Know your customer! Your customer doesn’t care about you
  27. 27. Know your customer! They haven’t come to read your content
  28. 28. Know your customer! They have come to get something done
  29. 29. “How can I help you?”
  30. 30. Know your customer!     Age Education Time Interests  Hobbies  GSOH  Emotional state of mind
  31. 31. But, don’t just ask yourself… Test your prejudices
  32. 32. Creating content that works Develop a language that works – For the task – For the reader
  33. 33.  Some things that won’t help
  34. 34. Chicago Manual of Style “I know the period or comma goes inside both single and double quotation marks, but is an apostrophe treated the same as a single quotation mark, or does it stay with its word? For example: “That ain’t nothin’,” Joe replied.”
  35. 35. “Good” grammar “A preposition is something you should never end a sentence with.”
  36. 36. What will help Task-oriented writing: Describing steps? 1. Format them as steps 2. Put each step in its own block 3. Each step should be a single instruction
  37. 37. Dimensions of language  Scanability  Formality  Readability (hint: not Flesch-Kincaid)
  38. 38. Lists (before) This update affects the following operating systems: Windows Vista, Windows 7, Windows 8 and all Mac OS X Versions after 10.6
  39. 39. Lists (after) This update affects:  Windows Vista  Windows 7  Windows 8  all Mac OS X Versions after 10.6
  40. 40. Acrolinx can help Acrolinx is an enabling infrastructure for deploying your content strategy
  41. 41. Acrolinx can help Enabling infrastructure for deploying your content strategy
  42. 42. Acrolinx can help  Define your language – The right tone-of-voice – Keeping the whole team up-to-date and honest – Avoid buzzwords, respect folksonomy – Especially people not in your team…
  43. 43. Analytics  Give the team feedback they need  Get rid of the useless content  Find the useful content that needs to be fixed
  44. 44. First, win eyeballs Findability – Keywords – Trust -> Effectiveness
  45. 45. Your reader is everywhere You do not control who reads your content – Chinese/German readers like English content – French readers like French content Closer to spoken language helps non-native speakers
  46. 46. Remember: nature your audience abhors a vacuum
  47. 47. Three things to remember  Search-ready  People-ready  Global-ready
  48. 48. Three more things  Good practice: – Shared Standards – Optimization Support – Analytics
  49. 49. Putting it all together  Measuring outcomes helps you understand the content you need  Content Analytics helps you create content that will work
  50. 50. Thanks!  Gerry – Gerry@CustomerCareWords.com – @gerrymcgovern  Andrew – Andrew.Bredenkamp@Acrolinx.com – @abredenkamp

×