Neurosciences Expertise for Bottom-Line Results | Case Study | www.netway.eu

1. Answer centre
Evolution 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
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
except where otherwise noted, content on this presentation is
licensed under a Creative Commons Attribution 3.0 License 8

9. Creative Commons Attribution 3.0 Licence
®
You are free ...
to copy, distribute, display, and perform the work
... under the following conditions
Attribution. You must give the original author credit.
€ Non-commercial. You may not use this work for commercial purposes.
No Derivative Works. You may not alter, transform, or build upon this work.
• For any reuse or distribution, you must make clear to others the licence terms of this work.
• Any of these conditions can be waived if you get permission from the copyright holder.
• Nothing in this license impairs or restricts the author's moral rights.
except where otherwise noted, content on this presentation is
licensed under a Creative Commons Attribution 3.0 License 9

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