Improve Click-Through Rates with Internal Use Case
| Use Case | Industry |
|---|---|
| Internal employees | Financial institution |
Challenges and pain points
- Managing content: Word and PDF documents are difficult to update
- Goal to improve discoverability: For employees to access relevant information quickly and accurately during customer calls.
Solution
Improving the click through rate (CTR), the percentage of searches that lead to at least one clicked result, explaining it as a key indicator of how users interact with the knowledge base. Users who are unfamiliar with the search function tend to browse categories, which negatively impacts the CTR.
Key strategies to improve CTR
- Procedural governance: Set up a process where article owners review and update content annually, ensuring tags and information remain relevant.
- Search Insights report: Used to identify what users are searching for, ensuring articles are tagged correctly and outdated vendor names or jargon are removed.
Example: The search term "balance transfer" was added to tags based on search insights, improving CTR. - Category dedicated to teaching employees how to use the platform effectively and submit feedback for further improvement.
Leverage Search Insights and Search Recommendations
- Search Insights report helped identify popular search terms that weren’t linked to the right content. Tags were adjusted accordingly to improve relevance.
- Search Recommendations: Expert Customer set up recommended articles for common search terms (for example, "home equity") to push key content to the top of search results.
Example: Employees searching for "home equity" are guided to a main article with sub-articles, which reduces confusion and helps them find answers more quickly.
Results and impact
Growth in CTR over time, driven by better tagging, procedural governance, and a proactive approach to article creation and maintenance.
- 2020: Expert Customer started with a 77.52% CTR.
- 2021: A modest improvement to 78.79% was recorded.
- 2022: After implementing proactive strategies, they achieved an 86.27% CTR in just six months.