Carta Shows How Personalized Knowledge Can Transform Customer Experience

The challenge

Meeting the Unique Knowledge Needs of Different Customer Profiles

Carta knew that personalized, step-by-step experiences would improve customer outcomes and reduce support burden, but their legacy knowledge platform lacked the flexibility needed. They needed to serve three distinct customer profiles, companies, investors, and employees, without forcing them into a one-size-fits-all experience. To best serve their complex user base, Carta needed a departure from the traditional comprehensive article format.

Carta is a sophisticated platform that covers a wide range of equity-related topics, and the team recognizes the value of comprehensive educational support to help their customers be successful in using their solution. Each customer profile has unique UI views and product interactions, so help content needs to be tailored to match their specific profile.

This compounded the issue Carta was facing with their previous knowledge base tool. It created even more challenges on the backend that made it difficult for the team to keep up with their company’s product updates.

• Search functionality often presented unreliable results, which was a significant hurdle to self-service resolution.
• Content creation and maintenance were inefficient, slowing the team’s ability to keep pace with rapid product evolution.
• Lacking granular analytics, Carta was not able to track key usage and effectiveness trends necessary for continuous knowledge improvement.  

Carta needed a solution that would allow them to deliver segmented, easy-to-find knowledge while allowing their content team to keep up with a fast-evolving product.

Solution

A Personalized, Easy-to-Search Knowledge Base That Drives Better Customer Outcomes

Carta now has a fully branded knowledge base with over 1,000 step-by-step, personalized guides. Their knowledge is segmented by customer type, ensuring each audience sees content relevant to their specific UI and questions. Its AI-enhanced search, also powered by keywords and tags, ensures customers can quickly find the information they need, something no other platform could provide.

Migrating 1,500 articles, including a large amount of custom-formatted content, took only 1.5 months. Stonly’s implementation team automatically converted their content into Stonly guides, eliminating much of the manual work.

Rather than relying solely on long, text-heavy articles, Carta now uses guides that adapt to each customer’s situation to deliver the right answers. Customers are seamlessly directed to the correct part of the knowledge base with highly relevant content, eliminating the frustration of searching through massive, one-size-fits-all articles. For example, employees receiving stock options now have a completely different experience from company admins managing those options, each seeing only what’s relevant to them.

Search functionality has dramatically improved. More customers can self-solve faster with a powerful keyword search and AI Answers.

Managing content is also easier. The team no longer has to write HTML or go through dozens of steps for small updates. Instead, they can:

• Drag and drop content into the correct order
• Update information everywhere it lives from a single source of truth
• Format content exactly as needed using Stonly’s editor
• Collect customer and agent feedback with the built-in “Report Issue” feature

“Stonly’s modularization is incredibly unique. It used to be impossible to update knowledge in multiple places without being duplicative. Now, we have a single source of truth where we update content in one or two spots, and it updates everywhere else we need it to.”

Colleen Lowder

Senior Content Management Specialist, Carta

Analytics and insights now significantly contribute to improving knowledge at Carta. With Stonly Insights, the team can track key metrics, identify content gaps, and see where searches are unsuccessful, helping them continuously refine their knowledge base.

Looking ahead, they plan to integrate customer data into Stonly to build even more powerful content automations.

Search functionality has dramatically improved. More customers can self-solve faster with a powerful keyword search and AI Answers.

Results

Higher Customer Engagement and More Successful Self-Service

Carta’s new knowledge base is driving strong engagement, with a bounce rate of just 24%, well below the 40% industry benchmark, indicating that customers are finding the help they need more easily than before.

Based on early-stage deployment data, search functionality has also significantly improved. Keyword search is delivering a 75% success rate, a big step up from their previous tool. Carta has also enabled Stonly’s generative AI Answers in search, which are successfully resolving 90% of customer questions.

These early results confirm that Carta’s new knowledge base is already making it easier for customers to find answers and information on their own.

Working with Stonly

Carta’s transition to Stonly was smooth and well-supported, thanks to hands-on onboarding and a fast, efficient migration process.

The team received two weeks of dedicated onboarding with a Stonly implementation manager. When Carta had questions, Stonly’s support team was quick, responsive, and helpful, not just with the platform, but even with their broader knowledge management strategy.
It only took 1.5 months to migrate 1,500 articles, including a large amount of custom-formatted content.

The success of the migration has already inspired other parts of the company. Carta’s Europe team plans to follow the same process and migrate their knowledge into Stonly.