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April 3, 2008
TheGlobal Content Management
Story
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Our customers’ journey begins
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Content encourages the cycle of commerce on eBay
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Sometimes our customers need additional help.
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And personal help when they’re very confused.
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We also reach out to customers who’ve gone astray.
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Voice and language is really important throughout this journey
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We consider a lot of things when developing our strategy
Page content•Tone of voice
• Language• Information hierarchy
• Guidance
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We help users feel welcome and connected with our warm, conversational voice
When it works…
When it doesn’t…
“This is friendly and encouraging!” **
“Businesslike and not inviting.” **
How content strategy affects our customers
When it works…
When it doesn’t…
“Make it simpler for
us dumb people!” **
We create a clear information scent
“This tells me where I am.” **
When it works…
When it doesn’t…
“You didn't offer me any support on
that. DO something!”**
We give clear, friendly guidance including call to action
“This is my first time selling, so the help was great.” **
We use language that makes sense, consistently
When it works…
When it doesn’t…
“I don’t know what this means.” **
“the content is easy to understand and brings me a sense of belonging.”
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** User quotes
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We use language that makes sense, consistently
Benelux example: Changed “Community” to “Forums” (BENL)
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100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
1,000,000
2005
M06
2005
M07
2005
M08
2005
M09
2005
M10
2005
M11
2005
M12
2006
M01
2006
M02
2006
M03
2006
M04
2006
M05
BEFR
BENL
Number of Page Views
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5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
55,000
2005
M06
2005
M07
2005
M08
2005
M09
2005
M10
2005
M11
2005
M12
2006
M01
2006
M02
2006
M03
2006
M04
2006
M05
BEFR
BENL
Number of Total Posts
66% increaseIn page views
250% increaseIn posts
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We create a clear information scent
Customers
Customers
**UA Content Mgmt
**UA Content Mgmt
Analysis:- Helpful (Y/N)- Email Volumes- Page Views
Results: Email Avoidance (avg over a year) - 4,000 emails/page = $8,000- 130K emails/qtr = $260K
**UA Content Mgmt
Info. Org.- Re-order topics- Add screenshots- Add content- Change links
Global Content Mgmt
**User Assistance - UA
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Wk. 1 Wk. 52
USD
Available to the US*
We give clear, friendly guidance, and calls to action
First time listings on .ca2005
CA Sell Your Item Example: After adding one line of educational text:
Educational text put on
the SYI form
First-time listings in USD went up to almost 80 percent after educational text was put on the SYI form.
42%
51%
79%84%
89%
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How we all fit together
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Our process
1. PM and UED discuss project 2. UED collaborates
3. Mocks, content & wireframes presented to PM, input from T&S, Legal
4. PM finishes PRD
Voice / toneBrandClarity
consistency
Visual hierarchy
Good designClean, simple
Intuitive flows
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Our process
5. PRD submitted to PD 6. PD builds pages 7. QA checks pages
5a. Help / Kana starts 6a. Help/Kana written 7a. Content OK’s help
6b. Factualization 7b. Translation & Localization8b. ICM checks
content, help
8. QA OK’d LTS-
US
LTS-
Int’l
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And we do this globally, in 17 countries and 14 languages
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How it all works together
VOICE LANGUAGE
• eBay’s personality
• Welcoming tone
• Conversational
• Friendly
• Easy-to-understand terminology
• Speaking our customer’s language
• Using consistent terminology
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How it all works together
VOICE LANGUAGE
GUIDANCE ORGANIZATION
• eBay’s personality
• Welcoming tone
• Conversational
• Friendly
• Easy-to-understand terminology
• Speaking our customer’s language
• Using consistent terminology
• Clear and logical flows for customers
• Making it easy to find and do things on eBay
• Explaining the hows and whys of eBay
• Offering assistance when its needed
• Providing clear instructions and next steps
