Most potential buyers or existing customers want fast online help. But more than half of them don’t start by calling businesses. They begin with seeking answers in knowledge articles.
Harvard Business Review says that 57 percent of customers who call a business attempted to use the business’s self-service solutions first. And lack of information about a product makes 56 percent of shoppers abandon their carts. Meanwhile, 71 percent of these shoppers expect to receive assistance within five minutes when shopping on a website.
Revamped knowledge articles aid immediate purchases on your site; they increase your site’s stickiness, reduce attrition, and the frequency of calls from your customers. If you’re looking to revamp your brand’s knowledge articles and make them more sticky, this is what you seek.
Why Leading Brands Revamp their Knowledge Articles Often
According to reports from Forrester, customers prefer self-service to agent interactions.
Self-service channels provide fast answers and reduce wait time.
The Forrester report also says that poor content is the most significant deterrent to customer self-service. This point supports the Harvard Business Review studies I cited earlier.
Leading brands understand that customers value their time. So they use knowledge articles to give direct, uncomplicated answers to questions relating to their brands. Simplicity is what 73 percent of the respondents to Forrester’s Customer Lifecycle Survey want from their brand interactions.
1. Know Your Brand’s Customers Better
Build your brand’s user persona. This step is probably the most critical in revamping your brand’s knowledge articles. You want to understand them from their demographic, psychographic, behavioral, and geographic standpoints.
Know Your Customers by Their Demographics
You don’t want to create FAQs or educational resources for teenagers, whereas your audience is focused on retirement income. This comparison is an extreme example, but you get the point.
Think of the demography your brand appeals to, or aims to win over.
- Gender: Are they male, female, or hold other gender identities?
- Location: Do they live in cities or small towns?
- Income level: What income class would they fall into? Affluence, middle-class, or out-of-job.
- Occupation: Think of what they do for a living. Do people in your audience own businesses or work for companies or self-employed?
- Social strata: Are they influential or not? In what spheres of society do they wield influence? CEOs, CMOs, CFOs, CIOs, and the like.
- Education level: high school, undergrad, or grad
- Age or Generation: Does your brand target Millennials, Baby Boomers, Gen X, or Gen Y.
In short, demographics address external features that your audiences share in common.
Figure Out Their Psychographics
How would you present information meant for genderqueer people to heteros? You don’t want to stir up conflict. To create resonating knowledge articles, you need to know more about the individual characteristics of your customers.
You want to know the overarching aspirations of your audience in terms of their
Understand Their Behaviours
Behaviors address how customers interact with your product or service. For example, if you serve an audience that’s not web-savvy, some customers might have difficulties adding several items to their carts while shopping on your site. You’ll need on-the-spot knowledge articles to guide them while shopping from you.
You want to know how your audience would perceive pop-ups, videos, text, and make sure to control or use these elements in your brand’s knowledge articles. Identifying their behavioral tendencies will inform your content type and complexity.
Know Their Geography
A Chilean audience may perceive things differently from a Singaporean audience. Listen for geographical differences. Cultures, traditions, and language come handy here. Selling tennis balls in packs of four may feel normal to an average Yankee, but it’s taboo in Japan!
Just before you jump into revamping your knowledge articles, consider these geographical factors:
- Climate: It doesn’t snow in Singapore. So if most of your audience comes from the tropics, you shouldn’t be too bothered about how a machine functions in cold weather.
- Population density: People who live in a small town won’t face the same problems as people living in New York! Know where your audience lives.
- Local regulations: Drone regulation in the USA isn’t the same as in Japan. If your market is in the USA, you want to address their geographical issues.
- Culture: What might be ethical in Vegas may be a taboo in Dubai. Know what works where.
You may use Google Analytics to gain insight into Customers’ geography, behaviors, and demographics. First, you’ll need to integrate GA with your website, and then start harvesting those insights.
You can gain psychographic insights into customers by conducting surveys. Survey tools like Typeform, Google Forms, or Survey Monkey should help you do the heavy lifting.
2. Address Questions You Haven’t Answered Before Now
Answering unanswered questions is an underused method for revamping a brand’s knowledge articles. Here’s how you can answer questions that your team is yet to address.
i. Cover Questions Support Receives Regularly
There could be recurring questions that your support team receive daily via calls. You might want to list out these questions and answer them in your knowledge articles.
Use social listening
Social listening is keeping track of feedback from customers and audiences across the web and social platforms.
You want to know when your brand receives mentions on social media conversations, forum threads, and websites. And then you’d jump in on the conversation. Use these tools to optimize your social listening.
Hootsuite helps you to access feedback, brand mentions, and direct messages across social platforms on one dashboard. In essence, you can see the questions your customers are asking, and you can effectively address them in your knowledge articles.
Unlike Hootsuite, Sprout Social is a Social Media Management(SMM) tool that analyzes and reports your twitter presence. Also, the platform utilizes real-time brand monitoring to track branded keywords and direct messages. With this tool, you can conveniently answer questions from your Twitter-based customers in your knowledge articles.
This tool offers you the best way of keeping tabs with blog comments. How sociable also allows you to track other SM platforms. The platform gives you an idea of how your social media platforms are performing using numeric scores.
With this tool, you can pick up questions your audiences are asking about your blog and negative comments on your social media platforms. And then, you can address them in your knowledge articles.
ii. Anticipate Likely Questions
The best way to anticipate possible customer challenges is to “think like a customer.” Your support team can better see your products and offers from a customer’s perspective by playing the customer.
Playing the customer helps support think like buyers, and then anticipate possible questions.
iii. Ask Your Customers
Not all customers will share their grievances, but interacting with customers can give you insights into what makes buy or not buy for you. Take all your findings from customer interactions and then build them into useful resources in your brand’s knowledge articles.
3. Simplify and Condense Complex Concepts
From the Econsultancy stats we used earlier, 37 percent of potential buyers drop the ball because they can’t find answers to their questions. Usually, this terrible experience stems from complex knowledge article structures. Searchers can’t find what they seek in a one, two, or three clicks.
Here’s how you can simplify and condense complex concepts for your knowledge article users.
Explain Complex Ideas Using Everyday Language
Your customers won’t have a great experience trying to breakdown complex concepts to understand what you’ve written. So keep things simple. Don’t use technical terms in your explanations except they’re necessary.
If you want to rid your content of superfluity, then use technical language in moderation. And make sure to explain these terms when you use them.
Use Visual and Annotations when Explaining Things
Remember your audience might have a low attention span. And most web content consumers are scanners. Hence, the need to be concise. You want your customers to get instant answers to their queries with the least effort possible.
Using images and annotations is a better way to give direct illustrations and reduce blocks of texts.
Be Broad But Also Specific Enough to Carry Everyone Along
In an attempt to be concise, you might struggle with deciding what information to omit or what to count as necessary. Though a daunting task, it’s best to use general and straightforward terms and still try to convey specifics to your customers.
Gaining balance here may take time and practice, but it’s vital to your brand’s success.
4. Reorganize Content to be More Accessible
To help your audience follow through, split up your content into various knowledge article categories.
Boost Your Brand’s UX with Content Structure
It’s not enough to have great content. You have to present it well too.
- Favor linear content structures: Your content should start with a title(H1), and then broken down into subsections(H2, H3, H4)
- Make your content should flow logically: Ensure your paragraphs are coherent through and through.
- Interlink articles: Link closely related knowledge articles within your website. This interlinking increases your user experience.
- Use yes/no surveys and short forms to collect user feedback: Endeavor to follow up on your readers when they interact with your published knowledge articles. You want to know if you’ve resolved their concerns.
How to Revamp Informational Knowledge Articles
You can revamp your information articles in these four steps,
- Know your audience
- understand their grievances
- address these various grievances
- Make it targeted and specific
Revamping Troubleshooting Knowledge Articles
Take these three steps to revamp your troubleshooting articles.
- Understand your customers
- State the problem
- List a step by step procedure on solving the problem
Ways to Revamp How-To Articles
Revamp your brand’s how-to article in these three steps.
- Select a topic based on audience interest and struggles
- Research and create a step by step text and visual illustration
- Make it specific
Revamping Documentation Articles
You can revamp documentation articles in three steps.
- Understand your users
- Split your content into categories
- Make them laser-targeted
How to Revamp FAQs
Make your FAQs shine in these three ways.
- Get a list of recurring questions
- Anticipate and Interact with customers
- Address your customer questions concisely
5. Increase Engagement with Infographic and Video Contents
Increase users engagement with your knowledge articles by using infographics and videos. Here’s how.
How to Boost Knowledgebase Engagement with Videos
Here’s a video where Google illustrates how to integrate Google Analytics with your website. That video is an example of revamping your brand’s knowledge article with video. Using video content for your knowledge base comes down to these three elements.
- Identify the problem,
- Use an excellent voiceover, and
- Take your audience through a visual step-by-step solution.
Tips to Boost Knowledge User Engagement with Infographics
Here’s what to do if you choose to incorporate infographics into your knowledge base.
- Get the specific information that is relevant to your audience
- Use relevant statistics that are verifiable
- Choose compelling graphics (like you might find templates on tools like Canva)
- Use relevant images to illustrate solutions
Web content consumers have a lower attention span than a goldfish. They want quick answers to their difficulties, and they look to knowledge articles first. With revamped brand knowledge articles, you can engage your audience better.