Microcontent_Macro_Results_SpeakerDeck.pdf

“I would have written a shorter letter, but I did not have the time.” Regardless of who said it (Blaise Pascal? Mark Twain?), writing clear, concise content in form fields, hint text, popup notifications, error messages, and success screens remains a challenge. Doing it well lets customers speed through their tasks. Doing it poorly leads to customer frustration. And when the content is short, customers are more likely to remember when something goes wrong.

Find out why micro-content is so important and learn how to use limited space to communicate clearly and enhance the customer experience. In this session, you’ll learn:

• How to apply a core set of principles and make micro-content shine.
• Why it’s important to identify gaps in micro-content by assessing existing content to determine customer pain points.
• How to pack meaning into minimal space by focusing on what your customer absolutely has to know to feel good about the interaction.
• Why you must strip away the fat. Every word counts, so take the time to figure out which ones aren’t pulling their weight.

Micro-content is easy to overlook. Giving it a little love can offer outstanding ROI.

Transcript

1. Micro-Content, Macro Results ©2019 PayPal Inc. Confidential and proprietary.
2. How sweating the small stuff improves customer engagement and retention © 2019 PayPal Inc. Confidential and proprietary.
3. What we’ll cover © 2019 PayPal Inc. Confidential and proprietary.
4. ©2019 PayPal Inc. Confidential and proprietary. • Who I am • Micro-content definition • 5 key principles of micro-content • Real-life examples • What happens when the principals are ignored • How to fix issues with micro-content • Q&A
5. Who I am © 2019 PayPal Inc. Confidential and proprietary.
6. The original Alexa 420031987
7. The original Alexa 420031987
8. Obligatory pics of cute kids
9. Why micro-content, not micro-copy? © 2019 PayPal Inc. Confidential and proprietary.
10. Micro-content defined “Content” includes the words, the design, and the interplay between them.
11. So what is this “small stuff?” © 2019 PayPal Inc. Confidential and proprietary.
12. Principle #1—Give the what
16. Principle #2—Give the why
19. Principal #3—Give clear choices 19
23. Principal #4—Keep it accurate
27. Principal #5—Keep it pithy
30. Ignore these principles at your own peril!
31. When micro-content goes wrong © 2019 PayPal Inc. Confidential and proprietary.
34. ©2019 PayPal Inc. Confidential and proprietary.
35. Iterate, iterate, iterate
39. Crucial info was missing
41. The fix
43. The result
44. By giving customers a clear choice and presenting the options on one screen, we made it easy for customers to decide how and when to get their money.
45. Using what we learned
48. The result
49. Customers who were given a reason to add their debit card did so and even made immediate use of the feature. They also activated their accounts more quickly. • 57% more debit cards added • 5% increase in PayPal account activation • 3% increase in Instant Transfer use
50. Make sure to give customers the right “why” © 2019 PayPal Inc. Confidential and proprietary.
53. The fix
55. The result
56. By changing the micro-content to provide a more compelling “why,” and by adjusting the design to more clearly indicate the info we needed, we increased confirmation rates.
57. One line can affect the bottom line © 2019 PayPal Inc. Confidential and proprietary.
59. The fix
62. The result
63. When we presented the exchange rate with the exact amount the customer would pay (including fees), we saw that customers increased their purchases with the PayPal rate by 50 basis points.
64. Micro-content demands specifics © 2019 PayPal Inc. Confidential and proprietary.
68. The fix
72. The result
73. By providing the right amount of specific information, we were able to get customers comfortable with the idea of approving a request to share a card.
74. Make it scannable © 2019 PayPal Inc. Confidential and proprietary.
78. The fix
82. The result
83. ©2019 PayPal Inc. Confidential and proprietary. Reducing the content actually improved engagement!
84. Recap © 2019 PayPal Inc. Confidential and proprietary.
85. The shorter the content, the more it will be scrutinized
86. An inappropriate tone of voice can alienate potential customers
87. If the customer needs to take action, provide a clear path forward
88. Don’t make customers work to find relevant content
89. Keep the key principles in mind © 2019 PayPal Inc. Confidential and proprietary.
90. 5 Key Principles 1. Give the what 2. Give the why 3. Give clear choices 4. Keep it accurate 5. Keep it pithy
91. And above all…
92. Test your content and use data to make the case for content improvements
93. Questions? ©2019 PayPal Inc. Confidential and proprietary.