eBay
Helping eBay improve and manage the quality and consistency of their online content across Europe
The Lorries have been invaluable in our drive to improve and monitor the quality of our online content across Europe. From refining the eBay tone of voice to producing copywriting guidelines and a robust quality assessment programme, they’ve provoked debate and added real value – and we’ve had a lot of fun together.
Lucie Hyde, senior manager, Product Services & Technology, eBay Europe
Aims
- To establish definitive standards for online content across eBay’s European sites
- To improve the consistency and effectiveness of online content
- To bring eBay content in line with usability best practice
- To raise the awareness and skills of people producing, reviewing and managing eBay content
Project
To meet these agreed aims, we have:
- created editorial guidelines encompassing tone of voice, good online writing practice and house style
- created rigorous quality measurement criteria and metrics to help assess and manage the quality of content
- trained 60+ key writers and reviewers from eBay Europe and its agencies
Results
This project is ongoing, and measurements of its success are still being gathered. So far it has produced:
- a definitive European standard for the style and tone of English-language content (being localised for other key languages)
- a robust system to measure and assess the quality of content
- more consistent content in terms of style, tone and effectiveness
- greater confidence and understanding in those responsible for creating and reviewing content
