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Folks always ask how to prove the business value (ROI) of content design, so I started saving metrics a year ago. I'll thread them here for reference. 1/
. @smarxcan reported in the book Content Strategy for the Web (page xii) that her work at Facebook resulted in a 56% increase in traffic and 6 million more users engaged in finding friends. 2/
In 2018, @escmum reported on content design work that turned a 100% failure rate into 88% completion: https://public.digital/signals/winter-2018/silo-working-is-strangling-user-experience 3/
. @KylieHansen from Microsoft reported that her team was able to measure the following impacts of content design: NPS increased 8 points, 44% of task failures solved, usability increased 92%, and improvements in numbers of active users and retention: https://ellessmedia.com/csi/kylie-hansen/
. @jmspool reported that removing an unnecessary button from a checkout flow resulted in 45% more sales for his client ($300 million revenue in the first year): https://articles.uie.com/three_hund_million_button/ (HT to @apolaine)
"One in three have acted on their frustration by abandoning a purchase because they couldn’t find the information they needed" (information = content): https://www.customerservicemanager.com/poor-customer-experience-costs-uk-brands-234-billion-a-year-in-lost-sales/ 6/
$12 million for removing an optional form field: https://uxmovement.com/thinking/the-12-million-optional-form-field/ 7/
I may add more later. Do you have data points you use to show the ROI of content design / content strategy / UX writing? I'd love to see them! 8/8
