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
2
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%
3
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
4
5. Results of “going green design”
Exit rate increased by 10%
Highly erratic behaviour
clicking in the header or the footer, leaving the page, …
People want a search box
They tried to use the category search box that still featured in the top corner
Users did not open other sections
Based on user profile, a certain section was already open. Users did not switch
sections
This
is
why
we
contacted
Netway
5
6. New help index page
3 buckets
Buy, Sell, My Account
Top questions centrally
featured
Member-help-member links
Links to most popular boards
Search box moved
To right nav, to avoid confusion with
general search box
Contact us links moved
Also to right nav
Links not underlined
This would create a completely
underlined page, which tires the eyes
too much
6
7. Overall results
Objectives Obtained results
users’ satisfaction rate must increase by 4% users’ satisfaction rate increased by 9%
members helping level must increase by 1.7% members helping level increase by 10%
exit rate must decrease by 15% exit rate decrease by 15%
help and support calls must decrease by 10% help and support calls decrease by 29%
7
8. ®
Do you want the same results ?
Contact us
Marc Van Rymenant Alain Dewispelaere
CEO & Founder Sales Director
+352 621 31 22 07 +352 621 31 22 04
marc@netway.eu alain@netway.eu
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9. Creative Commons Attribution 3.0 Licence
®
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except where otherwise noted, content on this presentation is
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10. Having the right elements is
not enough …
®
Simplifying interfaces. TM
except where otherwise noted, content on this presentation is
licensed under a Creative Commons Attribution 3.0 License