Answer centreEvolution and results

2

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

3

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%

4

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

5

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

6

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

7

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%

except where otherwise noted, content on this presentation islicensed under a Creative Commons Attribution 3.0 License

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8

Alain DewispelaereMarc Van RymenantSales DirectorCEO & Founder

+352 621 31 22 04+352 621 31 22 07

alain@netway.eumarc@netway.eu

Do you want the same results ?

Contact us

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9

Simplifying interfaces.

Having the right elements is not enough …

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