This document discusses measuring the effectiveness of content strategy through a case study of eBay. It describes how eBay implemented content strategy to improve the user experience on its site. Through desirability testing, usability testing, and A/B testing of content changes, eBay was able to improve new user sign-up conversion by 35%, demonstrating how content strategy can be designed and measured to achieve meaningful business outcomes.

1. Measuring the effectiveness of Content Strategy An eBay case study Rian van der Merwe @RianVDM rian@elezea.com

2. What is user experience design? http://xkcd.com/773

3. "User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products. The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Next comes simplicity and elegance that produce products that are a joy to own, a joy to use. True user experience goes far beyond giving customers what they say they want, or providing checklist features. In order to achieve high-quality user experience in a company's offerings there must be a seamless merging of the services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design. http://www.nngroup.com/about/userexperience.html

4. Or, to put it another way: What a great thing for a father to do with his son. Patrick was so proud to be #1 in line. They made a big deal about it when they let him into the store first. That’s a memory that he’ll have the rest of his life. What a great dad to make that happen.

5. The elements of user experience: User research Content strategy Visual design Interaction design User research

6. Content Strategy is Design

12. Loremipsum dolor sit amet… It does actually mean something…. Nor again is there anyone who loves or pursues or desires to obtain pain of itself, because it is pain, but occasionally circumstances occur in which toil and pain can procure him some great pleasure. To take a trivial example, which of us ever undertakes laborious physical exercise, except to obtain some advantage from it? But who has any right to find fault with a man who chooses to enjoy a pleasure that has no annoying consequences, or one who avoids a pain that produces no resultant pleasure? -- “The Extremes of Good and Evil”, written 45 BC

20. “ We need to start urging our clients to think about their content not just as a commodity, but as the starting point, the building blocks of a website. It’s time to stop building the house without knowing how many bedrooms it may need. It’s a paradigm shift in the way we think about building websites. But, it has to be done. Because you know what they call things that are beautiful, but have no function? Useless. http://onlineitallmatters.blogspot.com/2010/09/what-content-strategist-wants-web.html

21. Measuring content

22. Understanding Emotional connection Conversion

23. Usability Desirability

24. Desirability testing

25. Desirability testing Attractive Unattractive Repulsive 1 2 3 4 5 6 7 8 9 10 11 I am here

26. Desirability testing Attractive Unattractive Repulsive 1 2 3 4 5 6 7 8 9 10 11 I am here

27. Usability Desirability A/B testing

28. Content Strategy at eBay

35. 35% better sign-up conversion

37. Content Strategy is Design

38. Content Strategy is measurable

39. Measuring the effectiveness of Content Strategy An eBay case study Rian van der Merwe @RianVDM rian@elezea.com