What Shoppers Ask

Every question that reaches support is a page that failed. This is not a criticism of the page — no page anticipates everything — but the transcript is a record of precisely where the description ran out.

Read a month of them and the same handful repeats. How big is it, really. What does the clasp look like from behind. Will the stone read warm or cool indoors. Does the band taper. These are not copy problems; no paragraph answers them as well as being able to look.

The useful exercise is to rank questions by frequency and ask which are answerable visually. Most are. A brand that turns its five most common questions into things a shopper can simply see will usually move conversion further than one that redesigns its checkout.

It also compounds. Questions that stop being asked stop consuming support hours, and the team that was answering them can spend the time on the enquiries that genuinely need a person.