The LavaCon Content Strategy Conference | 27–30 October 2024 | Portland, OR
Alisa Conboy

Alisa Conboy, the Director of Content Experience at DocuSign, is a seasoned professional with over 30 years in the industry. After accidentally falling into technical writing, she has since accumulated diverse expertise in communications, marketing, information architecture, website design, training, graphic design, and UI design.

At DocuSign, Alisa is a driving force in establishing a center of excellence for technical writers. Her leadership is marked by a passion for training and nurturing the next generation of technical writers.

Beyond her professional achievements, Alisa leads a vibrant life as a singer in a rock band, a Scout leader, and a dedicated mom.

Alisa Conboy firmly believes that the key to crafting exceptional content lies in understanding the audience inside out and being crystal clear about the intention behind every piece of writing. Her insights and expertise make her a sought-after speaker in the content and technical writing community, inspiring others to strive for excellence in their craft.

The DIY Revolution: Crafting a Content Experience to Drive Revenue and Save Support Costs

In 2023, the DocuSign Product Documentation team focused on redesigning our self-serve product documentation to address real human outcomes, resulting in reduced human-assisted support interactions. We invested significantly in reducing the time it took for customers to find relevant product documentation, as well as making it the centerpiece of our customer support experience.
I wish I could tell you that we started our venture with executive buy-in and assistance from teams who understood our value. Sadly, no. Instead, we succeeded by sheer will and by understanding what was within our control. We focused on impactful changes within our reach, including changes to our content structure, SEO & search, portal organization, analytics implementation, and accessibility.
Users can now quickly find the information they need instead of reading extensively, increasing user satisfaction and improving product efficiency. By enabling quick access to information, not only did we reduce support costs, but we also accelerated the adoption of new features.
The results of our project extend beyond equipping customers with relevant content. We were able to help our company save a whopping $12 million in support costs while impacting over $1.7 million in revenue growth.
NOW, we have executive attention.
In this talk, I’ll share the investments we made amid this transformation, how we quantified the impact of our team’s work on support costs and revenue, and how our customer experience has been entirely transformed in the making.

In this session, attendees will learn:

How to assess what improvements are within your team’s reach, including:

  • Content and portal organization that builds findability
  • Search and SEO traps to check
  • Actionable analytics you can use for content improvements
  • Turning metrics data into your own success story