Case study e bay
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Answer centreEvolution and results
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Problem
Metrics “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 comprehensive
Further engage the community by leveraging “member-help-
member”
Too many avoidable CS contacts
Users do not make the difference between help content and other
useful content on the site the way we do
Finding the new information hubs is very difficult
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Objectives
Increase GUSS satisfaction metric by 4%
Increase the Member help Member support
Decrease the exit rate by 15%
Decrease the number of avoidable CS contacts by 10%
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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 box
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Results of “going green design”
Exit rate increased by 10%
Highly erratic behaviourclicking in the header or the footer, leaving the page, …
People want a search boxThey tried to use the category search box that still featured in the top corner
Users did not open other sectionsBased on user profile, a certain section was already open. Users did not switch
sections
This is why we contacted Netway
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New help index page
3 bucketsBuy, Sell, My Account
Top questions centrally featured
Member-help-member linksLinks to most popular boards
Search box movedTo right nav, to avoid confusion with general search box
Contact us links movedAlso to right nav
Links not underlinedThis would create a completely underlined page, which tires the eyes too much
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Overall results
users’ satisfaction rate increased by 9%
members helping level increase by 10%
exit rate decrease by 15%
help and support calls decrease by 29%
Objectives Obtained resultsusers’ satisfaction rate must increase by 4%
members helping level must increase by 1.7%
exit rate must decrease by 15%
help and support calls must decrease by 10%
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except where otherwise noted, content on this presentation islicensed under a Creative Commons Attribution 3.0 License
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Alain DewispelaereMarc Van RymenantSales DirectorCEO & Founder
+352 621 31 22 04+352 621 31 22 07
[email protected]@netway.eu
Do you want the same results ?
Contact us
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Simplifying interfaces.
Having the right elements is not enough …
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