Showing posts with label help. Show all posts
Showing posts with label help. Show all posts
Friday, September 29, 2017
The life of a help center article
The life of a help center article
Google has dozens of help centers both for external and internal products. Our Technical Writers work hard to keep up with new features, constantly adding new articles, reviewing user feedback and usage metrics to improve existing content. They work closely with Product Managers, Engineers, Marketing and other parts of the company to make sure their content is accurate and in line with the messages Google wants to convey.
The Google Analytics 360 Suite publishes 8 Help Centers, including Analytics, Tag Manager, Optimize, Attribution and others. With so much knowledge being shared, we thought it would be interesting to our users to understand how we produce this content and where our ideas come from. So we decided to talk to one of our Technical Writers, Rick Elliott, who is responsible for content published in the Data Studio Help Center.
Basically, all help content comes from asking the question: what does the user need? We hope the product is intuitive and easy to use so that extra help is not required, but there are always concepts or flows that require more explanation. So thats the start of a new Help Center article. Depending on the situation, a new article usually stems from 1 of 3 sources:
- We launch a new feature and it requires documentation.
- We get questions from users on the help forum that can be answered by a new article.
- A writer gets a bee in their bonnet and decides we need to document something more fully.
After that, its a process of interviewing the subject matter experts and trying it through lots of sample reports to make sure the flows are right. Once the first draft is done, it is sent out for review and comments, but there may be another round of review and feedback before it gets published. Another big step in the help center content flow is localization: we usually get the translated content out a week or two after publishing the English version.
Watch the video to learn more about how Rick developed massive Help sections such as the chart references and the "warm welcome report".
Posted by Daniel Waisberg and Rick Elliott
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Tuesday, September 5, 2017
Engagement Jumps 30 for Wyndham Vacation Rentals With Help from Google Analytics Premium
Engagement Jumps 30 for Wyndham Vacation Rentals With Help from Google Analytics Premium
Wyndham Vacation Rentals runs 9,000 North American rental properties from the mountains of Utah to the beaches of South Carolina. As you can imagine, that many guests and destinations creates some interesting challenges for Wyndhams online booking system.
They turned to Google Analytics Premium and Google Tag Manager for help, and weve just published a new case study showing the results. (Spoiler alert: property search CTRs are up by 30%.)
Wyndham did some very clever things with both tools. For instance, they used Google Tag Manager to implement Google Analytics Premium Custom Dimensions to capture user behavior around metrics like rental dates and length of stay. Then they used Google Analytics Premium to dig into the details and gather insights. Thats how they learned that, while a "good view" is one of the top things customers included in searches, the scenic view attribute actually had a lower conversion rate than other features offered in their suites.
As a result, Wyndham redesigned its search results to put the properties with the most profitable mix of attributes on the first page. The Wyndham team also learned how far in advance people begin searching for various vacations, and have adjusted their campaigns and spending to match the peaks in demand.
With changes like these, Wyndhams customers are maintaining more interest through all stages of the funnel. Wyndham says its property search CTR has skyrocketed by more than 30%. Heres what Nadir Ali, their Director of eCommerce Analytics, has to say about this success:
�Google Analytics Premium is helping us connect the dots. As a data-driven organization, we strive to approach each business challenge objectively and back our assumptions with data. Google Analytics Premium gives us the flexibility to customize the data we collect in a manner that makes it easy to answer our business questions.�
Were always happy to see the creative ways partners use Google Analytics Premium and tools like Google Tag Manager. Congrats to Wyndham on some excellent (and ongoing) results.
See the Wyndham Vacation Rentals case study
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