Cs forum2012 makinge_bayhelphelpfulagain_luciehyde

Making eBay Help helpful again

A Case Study

Lucie Hyde

CS Forum – October 2012

eBay Inc. confidential

Contents

• The Content LifeCycle

• Project Context

• Analyse Phase

– Deep Dive: Content Audit

– Deep Dive: User Research

• Collect Phase

• Manage Phase

• Publish Phase

– Deep Dive: Measuring Success and a metrics framework

• The Content Strategy Paradox: It’s not just about the content

– Personas - IA

– Design - Systems

2


• Modeling/typing

• Configure/components

• Structure /standards

• Repository

• Aggregate/Transform

• Publish/Syndicate

• Evaluate

• Iterate or sunset

• Acquire

• Author/Edit

• Version/Localize

• Metadata

• Requirement analysis

• User research

• Governance planning

• Budget

Analyze Collect

Manage Publish

Content lifecycle

Credit: Rahel Bailie


• Modeling/typing

• Configure/components


• Repository



• Evaluate


• Acquire

• Author/Edit

• Version/Localize

• Metadata


• User research


• Budget

Analyze Collect

Manage Publish

Typical Content lifecycle at eBay

Credit: Rahel Bailie


Project context

• Assumed end-end responsibility for Global Help

• Help content repository not fit for purpose

• Increased focus on delivering content that supports business results

• Increased focus on managing full content lifecycle

• Design and content that were seven years old

• Org change that made collaboration with a content-receptive marketing and

comms team much easier

Decision: Pilot a redesign that broke down global help, in a more targeted

way, focusing on benefits (why?) as well as instructions (how?) and left

resolution to customer support

5

eBay Inc. confidential 6


• User research


• Budget

Analyse

Activities

Global:

- Content Audit

- Requirements analysis

- Governance Planning

- Scoping and budgeting

Local:

- User research

Analyse


Deep Dive: Content Audit

7

Credit: http://johnmccrory.com/


Global Help Content Audit

8

GLOBAL HELP 'MASTER' URLs TOPIC (UK) US CA CAFR UK DE FR IT ES BEFR BENL NL PL AU SG HK IN CLEANUP/MAPPING

asset URL Buying Seller journey TnS Other Rank Rank Rank Rank http://pages.ebay.co.uk/ LTS

status Rank Rank Rank Rank Rank Rank Rank Rank Rank Rank Rank Rank

NOTES IA

CATEGORY/IES

help/account/answer-center.html

Communit

y 906 #N/A #N/A 875

http://pages.ebay.co.uk/help/accou

nt/answer-center.html LTS #N/A 1114 104 #N/A #N/A #N/A #N/A 340 #N/A #N/A #N/A #N/A

help/account/change-account.html

Account 88 53 92 68


nt/change-account.html LTS 82 91 89 50 90 92 39 255 54 69 84 72

help/account/change-password.html

Account 136 533 #N/A #N/A


nt/change-password.html

404 #N/A #N/A #N/A #N/A #N/A #N/A #N/A #N/A #N/A 363 #N/A #N/A

doesn't exist for most

EU sites - functionality

may be different

(email conf used for

PW change). UK page

mentions changing

password very briefly

on

help/account/forgot-

password.html

help/account/change-userid.html

Account 246 290 304 171


nt/change-userid.html LTS 265 241 158 317 554 333 303 178 96 65 254 257

help/account/closing-account.html

Registrati

on 30 22 10 20


nt/closing-account.html LTS 40 9 23 32 44 21 17 30 22 16 14 16

help/account/contact-customer-

support.html

CS 45 91 123 26


nt/contact-customer-support.html LTS 21 62 59 75 69 87 74 406 157 364 255 232

help/account/cookies.html

Trust &

Safety 341 162 254 381


nt/cookies.html LTS 100 225 266 439 151 267 234 99 222 #N/A 112 503

help/account/cookies-web-

beacons.html

Trust &

Safety 221 168 #N/A 262


nt/cookies-web-beacons.html LTS 249 1115 214 699 555 334 291 100 226 #N/A #N/A 504

help/account/correct-invalid-

email.html

Account 1171 501 #N/A 1014


nt/correct-invalid-email.html

LTS 778 866 1142 658 556 #N/A 384 131 1128 #N/A #N/A 646

US redirects to

help/account/change-

account.html

help/account/errors.html

Tech

issues 85 73 93 84


nt/errors.html LTS 114 101 119 127 117 181 199 108 118 131 228 156

help/account/forgot-password.html

Account 78 45 85 92


nt/forgot-password.html LTS 173 285 118 108 229 107 100 257 69 185 49 101

help/account/forgot-userid.html

Account 98 75 69 133


nt/forgot-userid.html LTS 157 104 78 111 143 143 147 196 76 81 108 112

help/account/gettingstarted.html

eBay info 46 70 39 143


nt/gettingstarted.html LTS 113 128 76 59 103 83 124 45 151 57 13 92

help/account/getting-started.html

eBay info 150 206 113 439


nt/getting-started.html LTS 327 403 232 280 426 269 380 139 604 113 65 258

help/account/glossary.html

eBay info 74 48 89 72


nt/glossary.html LTS 650 #N/A 56 82 #N/A 88 40 59 67 82 63 81

help/account/how-to-register.html

Registrati

on 122 136 79 212


nt/how-to-register.html LTS 153 129 112 199 160 182 232 164 131 114 121 149

help/account/how-to-register-

business.html

Registrati

on 214 437 #N/A 181


nt/how-to-register-business.html LTS 363 393 516 479 427 233 229 109 377 272 #N/A 505

help/account/link-paypal.html

Account/registrati

on PayPal 101 60 103 28 http://pages.ebay.co.uk/help/accou

nt/link-paypal.html LTS 64 66 80 93 75 51 77 37 216 115 316 652 14

help/account/manage-paypal.html

PayPal 121 186 136 108


nt/manage-paypal.html LTS 78 124 108 129 94 131 197 179 59 #N/A 382 #N/A

help/account/managing.html

Account 33 26 18 37


nt/managing.html LTS 27 24 55 45 25 38 27 27 37 22 12 34

help/account/my-ebay.html

My eBay 67 170 108 113


nt/my-ebay.html LTS 154 201 106 5 192 14 78 92 192 186 144 282

help/account/my-messages.html

Improve service

standards Messages 47 38 44 52


nt/my-messages.html LTS 55 45 40 53 63 84 51 65 36 26 51 47

help/account/paypal-cc.html

276 191 66 #N/A


nt/paypal-cc.html 404 #N/A 287 701 517 243 342 203 222 #N/A #N/A 229 #N/A

doesn't exist for UK,

but probably should -

content is applicable

Typical Content Audit

URLs

Brief description

Unique identifier

Content types

Content Relationships

IA identifier

Basic metrics: traffic/ visitors

http://pages.ebay.co.uk/help/account/answer-center.html




http://pages.ebay.co.uk/help/account/change-account.html




http://pages.ebay.co.uk/help/account/change-password.html




http://pages.ebay.co.uk/help/account/change-userid.html




http://pages.ebay.co.uk/help/account/closing-account.html




http://pages.ebay.co.uk/help/account/contact-customer-support.html






http://pages.ebay.co.uk/help/account/cookies.html


http://pages.ebay.co.uk/help/account/cookies-web-beacons.html






http://pages.ebay.co.uk/help/account/correct-invalid-email.html






http://pages.ebay.co.uk/help/account/errors.html


http://pages.ebay.co.uk/help/account/forgot-password.html




http://pages.ebay.co.uk/help/account/forgot-userid.html




http://pages.ebay.co.uk/help/account/gettingstarted.html


http://pages.ebay.co.uk/help/account/getting-started.html




http://pages.ebay.co.uk/help/account/glossary.html


http://pages.ebay.co.uk/help/account/how-to-register.html






http://pages.ebay.co.uk/help/account/how-to-register-business.html








http://pages.ebay.co.uk/help/account/link-paypal.html




http://pages.ebay.co.uk/help/account/manage-paypal.html




http://pages.ebay.co.uk/help/account/managing.html


http://pages.ebay.co.uk/help/account/my-ebay.html




http://pages.ebay.co.uk/help/account/my-messages.html




http://pages.ebay.co.uk/help/account/paypal-cc.html





Comparative Content Audit: necessary to compare

same content across languages and markets

9

GLOBAL HELP

'MASTER' URLs TOPIC (UK) US CA

CAF

R UK DE FR IT ES

BEF

R

BEN

L NL PL AU SG HK IN CLEANUP/MAPPING

asset URL Buying Seller

journey TnS Other

Ran

k

Ran

k

Ran

k

Ran

k http://pages.ebay.co.uk/

LTS

status

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

NOTES IA

CATEGOR

Y/IES

help/account/answer-

center.html

Comm

unity 906

#N/

A

#N/

A 875

http://pages.ebay.co.uk/h

elp/account/answer-

center.html LTS

#N/

A

111

4 104

#N/

A

#N/

A

#N/

A

#N/

A 340

#N/

A

#N/

A

#N/

A

#N/

A


account.html

Accou

nt 88 53 92 68


elp/account/change-

account.html LTS 82 91 89 50 90 92 39 255 54 69 84 72


password.html

Accou

nt 136 533

#N/

A

#N/

A


elp/account/change-

password.html

404 #N/

A

#N/

A

#N/

A

#N/

A

#N/

A

#N/

A

#N/

A

#N/

A

#N/

A 363

#N/

A

#N/

A

doesn't exist for

most EU sites -

functionality

may be

different (email

conf used for

PW change).

UK page

mentions

changing

password very

briefly on

help/account/for

got-

password.html


userid.html

Accou

nt 246 290 304 171


elp/account/change-

userid.html LTS 265 241 158 317 554 333 303 178 96 65 254 257

help/account/closing-

account.html

Registr

ation 30 22 10 20


elp/account/closing-

account.html LTS 40 9 23 32 44 21 17 30 22 16 14 16

help/account/contact-

customer-support.html

CS 45 91 123 26


elp/account/contact-

customer-support.html LTS 21 62 59 75 69 87 74 406 157 364 255 232

help/account/cookies.htm

l

Trust

&

Safety

341 162 254 381


elp/account/cookies.html LTS 100 225 266 439 151 267 234 99 222 #N/

A 112 503

help/account/cookies-

web-beacons.html

Trust

&

Safety

221 168 #N/

A 262


elp/account/cookies-web-

beacons.html LTS 249

111

5 214 699 555 334 291 100 226

#N/

A

#N/

A 504

help/account/correct-

invalid-email.html

Accou

nt

117

1 501

#N/

A

101

4


elp/account/correct-

invalid-email.html LTS 778 866 114

2 658 556

#N/

A 384 131

112

8

#N/

A

#N/

A 646

US redirects to

help/account/ch

ange-

account.html


Tech

issues 85 73 93 84


elp/account/errors.html LTS 114 101 119 127 117 181 199 108 118 131 228 156


password.html

Accou

nt 78 45 85 92


elp/account/forgot-

password.html LTS 173 285 118 108 229 107 100 257 69 185 49 101


userid.html

Accou

nt 98 75 69 133


elp/account/forgot-

userid.html LTS 157 104 78 111 143 143 147 196 76 81 108 112

help/account/gettingstart

ed.html

eBay

info 46 70 39 143


elp/account/gettingstarte

d.html LTS 113 128 76 59 103 83 124 45 151 57 13 92

help/account/getting-

started.html

eBay

info 150 206 113 439


elp/account/getting-

started.html LTS 327 403 232 280 426 269 380 139 604 113 65 258

help/account/glossary.ht

ml

eBay

info 74 48 89 72


elp/account/glossary.html LTS 650 #N/

A 56 82

#N/

A 88 40 59 67 82 63 81

help/account/how-to-

register.html

Registr

ation 122 136 79 212


elp/account/how-to-

register.html LTS 153 129 112 199 160 182 232 164 131 114 121 149


register-business.html

Registr

ation 214 437

#N/

A 181


elp/account/how-to-

register-business.html LTS 363 393 516 479 427 233 229 109 377 272

#N/

A 505

help/account/link-

paypal.html

Account/regi

stration PayPal 101 60 103 28


elp/account/link-

paypal.html LTS 64 66 80 93 75 51 77 37 216 115 316 652

14

help/account/manage-

paypal.html

PayPal 121 186 136 108


elp/account/manage-

paypal.html LTS 78 124 108 129 94 131 197 179 59

#N/

A 382

#N/

A

help/account/managing.h

tml

Accou

nt 33 26 18 37


elp/account/managing.ht

ml LTS 27 24 55 45 25 38 27 27 37 22 12 34

help/account/my-

ebay.html

My

eBay 67 170 108 113


elp/account/my-

ebay.html LTS 154 201 106 5 192 14 78 92 192 186 144 282

help/account/my-

messages.html

Improve

service

standards

Messa

ges 47 38 44 52


elp/account/my-

messages.html LTS 55 45 40 53 63 84 51 65 36 26 51 47

help/account/paypal-

cc.html

276 191 66 #N/

A


elp/account/paypal-

cc.html 404 #N/

A 287 701 517 243 342 203 222

#N/

A

#N/

A 229

#N/

A

doesn't exist for

UK, but

probably should

- content is

applicable

Comparative Content Audit

1. Same URLs in each market

2. Can capture relative page rank and

metrics, and assess patterns not only

across sections, but across

languages, markets and regions

3. INSIGHT: biggest driver of customer

behaviour and content usage was

maturity/ nature of market

4. Also did an internal quality score,

based on linguistic accuracy, usability

and TOV/style compliance

5. Also more sophisticated KPIs

6. Could also compare usage across

content types and departments

7. Mapped content against seller-

articulated user journeys and

personas

8. A “multi-dimensional” audit – 3-D not

2-D, globally

GLOBAL HELP


CAF

R UK DE FR IT ES

BEF

R

BEN



journey TnS Other

Ran

k

Ran

k

Ran

k

Ran


LTS

status

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

NOTES IA

CATEGOR

Y/IES


center.html

Comm

unity 906

#N/

A

#N/

A 875


elp/account/answer-

center.html LTS

#N/

A

111

4 104

#N/

A

#N/

A

#N/

A

#N/

A 340

#N/

A

#N/

A

#N/

A

#N/

A


account.html

Accou

nt 88 53 92 68


elp/account/change-

account.html LTS 82 91 89 50 90 92 39 255 54 69 84 72


password.html

Accou

nt 136 533

#N/

A

#N/

A


elp/account/change-

password.html

404 #N/

A

#N/

A

#N/

A

#N/

A

#N/

A

#N/

A

#N/

A

#N/

A

#N/

A 363

#N/

A

#N/

A

doesn't exist for

most EU sites -

functionality

may be

different (email

conf used for

PW change).

UK page

mentions

changing

password very

briefly on

help/account/for

got-

password.html


userid.html

Accou

nt 246 290 304 171


elp/account/change-

userid.html LTS 265 241 158 317 554 333 303 178 96 65 254 257


account.html

Registr

ation 30 22 10 20



account.html LTS 40 9 23 32 44 21 17 30 22 16 14 16



CS 45 91 123 26





l

Trust

&

Safety

341 162 254 381



A 112 503


web-beacons.html

Trust

&

Safety

221 168 #N/

A 262




111

5 214 699 555 334 291 100 226

#N/

A

#N/

A 504


invalid-email.html

Accou

nt

117

1 501

#N/

A

101

4




2 658 556

#N/

A 384 131

112

8

#N/

A

#N/

A 646

US redirects to

help/account/ch

ange-

account.html


Tech

issues 85 73 93 84




password.html

Accou

nt 78 45 85 92


elp/account/forgot-



userid.html

Accou

nt 98 75 69 133


elp/account/forgot-

userid.html LTS 157 104 78 111 143 143 147 196 76 81 108 112


ed.html

eBay

info 46 70 39 143



d.html LTS 113 128 76 59 103 83 124 45 151 57 13 92


started.html

eBay

info 150 206 113 439



started.html LTS 327 403 232 280 426 269 380 139 604 113 65 258


ml

eBay

info 74 48 89 72



A 56 82

#N/

A 88 40 59 67 82 63 81


register.html

Registr

ation 122 136 79 212


elp/account/how-to-




Registr

ation 214 437

#N/

A 181


elp/account/how-to-


#N/

A 505

help/account/link-

paypal.html

Account/regi



elp/account/link-

paypal.html LTS 64 66 80 93 75 51 77 37 216 115 316 652

14


paypal.html

PayPal 121 186 136 108


elp/account/manage-

paypal.html LTS 78 124 108 129 94 131 197 179 59

#N/

A 382

#N/

A


tml

Accou

nt 33 26 18 37



ml LTS 27 24 55 45 25 38 27 27 37 22 12 34

help/account/my-

ebay.html

My

eBay 67 170 108 113


elp/account/my-

ebay.html LTS 154 201 106 5 192 14 78 92 192 186 144 282

help/account/my-

messages.html

Improve

service

standards

Messa

ges 47 38 44 52


elp/account/my-



cc.html

276 191 66 #N/

A


elp/account/paypal-

cc.html 404 #N/

A 287 701 517 243 342 203 222

#N/

A

#N/

A 229

#N/

A

doesn't exist for

UK, but

probably should

- content is

applicable

GLOBAL HELP


CAF

R UK DE FR IT ES

BEF

R

BEN



journey TnS Other

Ran

k

Ran

k

Ran

k

Ran


LTS

status

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

NOTES IA

CATEGOR

Y/IES


center.html

Comm

unity 906

#N/

A

#N/

A 875


elp/account/answer-

center.html LTS

#N/

A

111

4 104

#N/

A

#N/

A

#N/

A

#N/

A 340

#N/

A

#N/

A

#N/

A

#N/

A


account.html

Accou

nt 88 53 92 68


elp/account/change-

account.html LTS 82 91 89 50 90 92 39 255 54 69 84 72


password.html

Accou

nt 136 533

#N/

A

#N/

A


elp/account/change-

password.html

404 #N/

A

#N/

A

#N/

A

#N/

A

#N/

A

#N/

A

#N/

A

#N/

A

#N/

A 363

#N/

A

#N/

A

doesn't exist for

most EU sites -

functionality

may be

different (email

conf used for

PW change).

UK page

mentions

changing

password very

briefly on

help/account/for

got-

password.html


userid.html

Accou

nt 246 290 304 171


elp/account/change-

userid.html LTS 265 241 158 317 554 333 303 178 96 65 254 257


account.html

Registr

ation 30 22 10 20



account.html LTS 40 9 23 32 44 21 17 30 22 16 14 16



CS 45 91 123 26





l

Trust

&

Safety

341 162 254 381



A 112 503


web-beacons.html

Trust

&

Safety

221 168 #N/

A 262




111

5 214 699 555 334 291 100 226

#N/

A

#N/

A 504


invalid-email.html

Accou

nt

117

1 501

#N/

A

101

4




2 658 556

#N/

A 384 131

112

8

#N/

A

#N/

A 646

US redirects to

help/account/ch

ange-

account.html


Tech

issues 85 73 93 84




password.html

Accou

nt 78 45 85 92


elp/account/forgot-



userid.html

Accou

nt 98 75 69 133


elp/account/forgot-

userid.html LTS 157 104 78 111 143 143 147 196 76 81 108 112


ed.html

eBay

info 46 70 39 143



d.html LTS 113 128 76 59 103 83 124 45 151 57 13 92


started.html

eBay

info 150 206 113 439



started.html LTS 327 403 232 280 426 269 380 139 604 113 65 258


ml

eBay

info 74 48 89 72



A 56 82

#N/

A 88 40 59 67 82 63 81


register.html

Registr

ation 122 136 79 212


elp/account/how-to-




Registr

ation 214 437

#N/

A 181


elp/account/how-to-


#N/

A 505

help/account/link-

paypal.html

Account/regi



elp/account/link-

paypal.html LTS 64 66 80 93 75 51 77 37 216 115 316 652

14


paypal.html

PayPal 121 186 136 108


elp/account/manage-

paypal.html LTS 78 124 108 129 94 131 197 179 59

#N/

A 382

#N/

A


tml

Accou

nt 33 26 18 37



ml LTS 27 24 55 45 25 38 27 27 37 22 12 34

help/account/my-

ebay.html

My

eBay 67 170 108 113


elp/account/my-

ebay.html LTS 154 201 106 5 192 14 78 92 192 186 144 282

help/account/my-

messages.html

Improve

service

standards

Messa

ges 47 38 44 52


elp/account/my-



cc.html

276 191 66 #N/

A


elp/account/paypal-

cc.html 404 #N/

A 287 701 517 243 342 203 222

#N/

A

#N/

A 229

#N/

A

doesn't exist for

UK, but

probably should

- content is

applicable

GLOBAL HELP


CAF

R UK DE FR IT ES

BEF

R

BEN



journey TnS Other

Ran

k

Ran

k

Ran

k

Ran


LTS

status

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

Ran

k

NOTES IA

CATEGOR

Y/IES


center.html

Comm

unity 906

#N/

A

#N/

A 875


elp/account/answer-

center.html LTS

#N/

A

111

4 104

#N/

A

#N/

A

#N/

A

#N/

A 340

#N/

A

#N/

A

#N/

A

#N/

A


account.html

Accou

nt 88 53 92 68


elp/account/change-

account.html LTS 82 91 89 50 90 92 39 255 54 69 84 72


password.html

Accou

nt 136 533

#N/

A

#N/

A


elp/account/change-

password.html

404 #N/

A

#N/

A

#N/

A

#N/

A

#N/

A

#N/

A

#N/

A

#N/

A

#N/

A 363

#N/

A

#N/

A

doesn't exist for

most EU sites -

functionality

may be

different (email

conf used for

PW change).

UK page

mentions

changing

password very

briefly on

help/account/for

got-

password.html


userid.html

Accou

nt 246 290 304 171


elp/account/change-

userid.html LTS 265 241 158 317 554 333 303 178 96 65 254 257


account.html

Registr

ation 30 22 10 20



account.html LTS 40 9 23 32 44 21 17 30 22 16 14 16



CS 45 91 123 26





l

Trust

&

Safety

341 162 254 381



A 112 503


web-beacons.html

Trust

&

Safety

221 168 #N/

A 262




111

5 214 699 555 334 291 100 226

#N/

A

#N/

A 504


invalid-email.html

Accou

nt

117

1 501

#N/

A

101

4




2 658 556

#N/

A 384 131

112

8

#N/

A

#N/

A 646

US redirects to

help/account/ch

ange-

account.html


Tech

issues 85 73 93 84




password.html

Accou

nt 78 45 85 92


elp/account/forgot-



userid.html

Accou

nt 98 75 69 133


elp/account/forgot-

userid.html LTS 157 104 78 111 143 143 147 196 76 81 108 112


ed.html

eBay

info 46 70 39 143



d.html LTS 113 128 76 59 103 83 124 45 151 57 13 92


started.html

eBay

info 150 206 113 439



started.html LTS 327 403 232 280 426 269 380 139 604 113 65 258


ml

eBay

info 74 48 89 72



A 56 82

#N/

A 88 40 59 67 82 63 81


register.html

Registr

ation 122 136 79 212


elp/account/how-to-




Registr

ation 214 437

#N/

A 181


elp/account/how-to-


#N/

A 505

help/account/link-

paypal.html

Account/regi



elp/account/link-

paypal.html LTS 64 66 80 93 75 51 77 37 216 115 316 652

14


paypal.html

PayPal 121 186 136 108


elp/account/manage-

paypal.html LTS 78 124 108 129 94 131 197 179 59

#N/

A 382

#N/

A


tml

Accou

nt 33 26 18 37



ml LTS 27 24 55 45 25 38 27 27 37 22 12 34

help/account/my-

ebay.html

My

eBay 67 170 108 113


elp/account/my-

ebay.html LTS 154 201 106 5 192 14 78 92 192 186 144 282

help/account/my-

messages.html

Improve

service

standards

Messa

ges 47 38 44 52


elp/account/my-



cc.html

276 191 66 #N/

A


elp/account/paypal-

cc.html 404 #N/

A 287 701 517 243 342 203 222

#N/

A

#N/

A 229

#N/

A

doesn't exist for

UK, but

probably should

- content is

applicable


































































































































































































































































































































































































UK Content Audit: Approach

• Identify/ catalogue all current content in the following (internally defined) areas:

- Seller-facing Help content (224 URLs)

- Other seller-facing onsite content (55 URLs)

- Seller-facing CS content (emails, chat, KB, etc – 500+ pieces of content)

• Audit each piece of content, using internal quality measurements, testing for:

- Linguistic accuracy (Grammar, spelling etc)

- Usability

- Brand and tone compliance

• Assign average score (4+ = pass; fail in linguistic accuracy = autofail)

- Indicative “health” score

• Metrics analysis

- Traffic and ranking

10


UK Content Audit Results: Current seller-facing Help

content

11

0

10

20

30

40

50

60

70

QUALITY SCORE


Content Audit Results: Current on-site content (non-

Help)

Key Findings

12

• 83.63% of the documents qualified for automatic failure, when audited against

our internal quality checklist.

• Only nine documents passed every audit section without automatically failing

(16.36%)

• Two documents failed across the board (refs: 5 Solutions Directory and 35

FAQs)


The good news: Most of our content maps against

seller journeys, as defined by sellers

eB

ay

In

c

co

nfi

de

nti

al 13

Improving

service

standards

Communicates

with buyers via

email

Offers a returns

policy

Sends own

branded emails

Becomes a

Powerseller

Actively resolves

buyer issues and

cases

Achieves eBay

Top Rated Seller

Status

Actively monitors

Detailed Seller

Ratings and reacts


Summary of Content Audit findings

• We’ve lost the authority over our own

content

• Our content is often “invisible”: hidden,

out of context and not surfaced and point

of need.

• Only the latest content is on-brand, on-

tone and in line with current design

guidelines

• Our content can’t easily be exported to or

shared between several channels

• It is often wrong

• It is often out of date

• It certainly isn’t sexy or personalised (at

least not consistently)

• It is, however, covering the right

parts of the seller journeys

14


Deep Dive: Desk Research – Learning Preferences

15


• Learning is a very high goal, and the focus needs to be

learning to sell successfully, especially online.

• Motivation to progress and the ability to progress is

different for different sellers, so content should be tailored

and targeted to account for effective triggers appropriately.

• Support is looked at a holistic entity and should be

Contextual

Timely

Easily discoverable

Accessible

• To facilitate better learning, content should be

Consistent

Hierarchical

Easy to scan

Adaptable to multiple formats

Available via different channels 16

Top

Insights

Desk Research Executive Summary


Deep Dive: User Research Interviews

17


Seller Interviews Executive Summary

Learning is contextual and sellers look at eBay as a selling platform and not an educational one

• Preference is to learn by actually ‘doing’.

• None of them had looked at ‘Help’ to figure out how to get started, preferred learning by actually doing.

• Common practice seemed to be learning by ‘trial and error’.

• Most sellers said they looked at other sellers’ listings for inspiration and guidance and to identify keywords

• Apart from online research, friends and families cited as primary sources for information.

• No specific or concrete learning sources when it comes to understanding eBay processes.

• Few of them cited ‘forums and communities’ to be a good source of information while looking to find answers for specific issues.

• Few used social media such as Facebook and Twitter as a supplementary tool advertise their eBay products.

• b2c sellers that had some retail background had no active expectations from eBay (in terms of content) to help them progress.

Top

Insights


• No active training needs*

None of the sellers seemed to have any expectations w.r.t learning

Most of the sellers felt the onus was really on them to succeed and did not have any

active expectations from eBay regarding training.

However, a couple of sellers said expanding meant adding to their workforce. And

they felt the training cost (time and effort) associated with hiring new members is a

deterrent. At least they felt they did not have the time on their to train some one new,

especially when they were trying hard to establish a successful business.

• In these instances they felt some help from eBay or otherwise in hiring people that had the

working knowledge of eBay, or in help training them would be very welcome.

* Again needs to be kept in mind that we spoke mostly to non-novice, b2c sellers. Could be different for novice sellers and for c2c

Sellers didn’t articulate any learning needs

19


• Market themselves better

Importance of good listing

• Looking at other seller listings

• Keywords

• Increase efficiency

Increasing awareness of tools

• Listing tools

• Fee calculator

• Pulse

Monitor and manage inventory

Automatic relisting

• Timely response to queries

Yet we identified many latent needs

20

• Manage buyer expectations

Importance of clear and honest

communication with buyers

• Accurate description and item conditions

• Good photographs

• Shipping time

Proactive communication of delays or

problems with shipment

• Timely response to queries

• Benefits

Why sign up as a business seller?

Why become a ‘Power seller’ or ‘eTRS’?

Why PayPal?


• Liaise with the respective product/business teams to identify key task flows to

determine how content can be effectively designed and surfaced at the

appropriate times.

Proactively inform users of the processes and guide them as necessary through

these processes.

Consider using different formats (video, text, images, etc.) to effectively

communicate and guide the users, especially beginners

Consider designing wizards to guide new users through key processes

Registration, Listing, etc.

Be aware of key initiatives roadmap of different teams and proactively communicate

proposed changes through the website

• Dedicate a portion of the page consistently to surface context-sensitive

guidance and support information

Also design a ‘content hub’ to allow for searching persistent information

• Use the website to mirror and complement any relevant offsite communication.

Overarching recommendations for content (1) [sic]

21


• Design content to cater to different media/devices

Almost all sellers commented on using tablets and smartphones for monitoring and

communications related purposes.

• Consider using external channels such as ‘YouTube’, ‘Facebook’, etc. to

increase visibility

• Also consider partnering with external elements such as ‘Google, ‘about.com’,

‘ask.com’, ‘eHow’, etc. to become part of the conversation regarding

information available outside eBay.

Most sellers said that while they do not look into specific web sources, ‘Google’ is

their starting point in research and depending on the context of need, they go

wherever it takes them (blogs, forums, online communities, etc.)

Overarching recommendations for content (2) [sic]

22


Last research (Dec 2008)

• Users were happy with a “one-

stop” problem-solving hub

• Once they “knew their way

around” they were happy to look

for an answer and then return to

their task

• Though they could get “distracted”

by “interesting content” on the way

if they weren’t that experienced

23

User Research revealed changed behaviours when it

comes to consuming information

New research (Jan 2012)

• Users no longer wanted to look for

information on “how to eBay” –

learning is now much more

immediate; learning is doing

• They wanted any helpful content

surfacing in context

• “Help” now seen only as a way to

contact customer support

• Users have several other sources

to consult for information on eBay

• They want information in several

formats for all platforms/ devices


Collect

24

• Acquire

• Author/Edit

• Version/Localise

• Metadata

Collect

Activities

Global:

- Re-write content in UK pilot

(on global source model), to

new Tone of Voice

- Curate information from other

eBay/non-eBay sources

- Create with localisation in

mind

- Metadata

Local:

- Produce/curate ~20% to local

requirements


Manage

25

• Modeling/typing

• Configure/

components


• Repository

Manage

Activities

Global:

- Pitching for a global,

integrated content

architecture

- To include CMS,

content component

repository, taxonomy

and translation

management tools

Local:

- Drupal “Sticking Plaster”


Publish

26



• Evaluate


Publish

Activities

Global:

- Success definition and

measurement

- Iteration (driven by global

product changes)

- Share learnings

Local:

- Evaluation

- Iteration (driven by local

business reqs.)

- Staged publication


Deep Dive: Measurement Framework

27


* Segmentation: reports

should allow us to view visits,

sessions, time on page by:

• Business vs. Private sellers

• By main Categories/Vertical

(the barriers to scaling sales

in CSA are different to H&G

or Tech…)*

• Domestic vs. International

(site of registration, would

give us an idea of the

interest in this content to

CBT sellers from outside

UK)

• Applications used (SYI, 3rd

party tools, …)*

* Category and AppId is only

available on a listing basis

Produce online resources to help customer sell, which are accessible, relevant, useful, accurate and complete.

Implement so that Content Centre of Excellence established with stakeholders.

Relevance /

Helpfulness

Type of visitor

(customer seg)

Feedback

box (“Y/N” &

comments)

Volume of

visits

Type of visitor

(customer seg)

SEO / search

rankings

Scalability /

Maintainability Findability

Brand / Tone

/Style

Overview of Global Help KPIs

Selection C2C selling/%

buyers who sell Content Centre of

Excellence

Processes

exist for new

content types

Each item

checked per

half

Internal

audit

Survey/

Brand

tracker?

Survey

Time on page Benchmarking

level of effort

per item

GMV Reduce BBE Increase CBT


Draft Data Collection Plan – Global Help Pilot UK

What Current Target Who How When

SEO analysis n/a 1st-2nd place per

target query

Michael / tbd Google /

Adwords

Analytics

Monthly

Visits,

segmentation,

feedback box data

Available Tbd Michael / tbd Data

Warehouse

Monthly

Feedback

comments analysis

Available n/a Ben, Helen, Pip Data

Warehouse

Each page’s

comments

reviewed once

per quarter

Survey / Brand

tracker

(Need to review

whether OCS

surveys can

help here)

Tbd Tbd Tbd Monthly?

Internal audit 42% of

reviewed pages

met standards

All pages meet

Brand, Tone &

Style guidelines

Ben, Helen, Pip

(+ RLYL?)

Expert review Each page,

once per quarter

“Quantified”

(Measure)


Content Scorecards: Visualising success for the Exec

team

30

2.1 overall average

1.0 target

1.4- 6.1 range

Findability:

Search

Performance

Position of Seller

Hub pages in natural

search rankings.

Tested manually

against key terms,

monthly.

Progress

- Updated

metadata on CBT

pages

- Identified 4 new

key terms to

track

Plans

- Paid search

terms launched

for CBT pages

3.25

average page

rating (out of 5)

4.1 target

4.3- 1.8 range

Voice of the

Customer

On page

feedback

Average rating of

Seller Hub pages

(1 star = very poor /

5 stars = excellent).

Progress

- Updated

metadata on CBT

pages

- Identified 4 new

key terms to

track

Plans

- Paid search

terms launched

for CBT pages


Content Scorecards: Visualising success for the Exec

team

31

2.1mins

average time

on page

4.1 target

0.3- 5.8 range

Engagement

Time on

Page

Average length of

stay on page.

Progress

- Launch of new

CBT video

Plans

- Delete page XYZ

(high bounce

rate)

3.2k

total visits (Sept)

4.1k target

2.3k (Aug)

Engagement

Volume of

visits

Total visits for Seller

Centre per month

Progress

- Inserted in flow

links to CBT

pages from SYI

- Launched new

RTM banner on

Home Page

Plans

- Add page w/

video tutorial on

topic XYZ


Measuring success over time

• Impact

Post-launch focus

Time-bound

Should reflect specific strategic

business priorities

Could support other initiatives

Typically take form of specific

KPIs

Aim: to measure the success of

the particular project or initiative

and whether the changes

produced ROI/ cost reduction

• Health

Ongoing

Can incorporate “Impact”

metrics once time constraint is

over

Should reflect broader strategic

priorities

Generally independent of

initiatives and projects

Typically used as trend data

Aim: to measure the ongoing

effectiveness of content as part

of the user experience

32


Content strategy: It’s not just about the content

User

research

Flow

diagrams

Personas,

scenarios

Wire-

frames

Delivery

design

Standards

guidelines

Writing

Templates

Training

aids

Content

inventory

Message

architec-

ture

Editorial

calendar

Content

matrix

Content

audit

Content

plan

Business

require-

ments

summary Gap

analysis

Process

models

Govern-

ance

model

Metadata

strategy

Sunset/

iterate

Custom,

personal

views Localiz-

ation

strategy

Content

migration

Content

model

Link

strategy

Versioning

Credit: The Content Strategy Paradox, Rahel Bailie


Personas

34

New

Seller

Private

Seller

Business

Seller

Top-Rated

Seller


Validating the IA using Treejack

35

http://www.optimalworkshop.com/treejack.htm

http://www.optimalworkshop.com/treejack.htm


Design

36


Proposed initiative: redesign of content architecture

Key principles of COPE:

• Build content management

systems (CMS), not web

publishing tools (WPT)

• Separate content from display

• Ensure content modularity

• Ensure content portability

Key benefits of COPE:

• Ability to manage full content

lifecycle, not just launch,

without developer intervention

• Ability to update content and

presentation independently of

each other

• Ability to re-use and re-imagine

content x-channel and x-

platform

• Ability to port and export

content independent of design

and code

37

Cs forum2012 makinge_bayhelphelpfulagain_luciehyde

Business

Transcript of Cs forum2012 makinge_bayhelphelpfulagain_luciehyde