A brand sold a care product that you need to know how to use, and until then had mainly sold on Amazon. There, the marketplace does a big part of the trust-building. In its own store, the brand has to do that itself. So we built the customer journey to put explanation before product and checkout. One result you notice immediately: noticeably fewer support requests.
The case
With products like this, a picture and a price aren't enough. Customers need to understand what the product does, how to use it and why they can trust it. Without that explanation, they don't buy. Or they buy and then email support because they don't know how it works.
How we built the explanation
The order: understand first, then buy. Explanation, benefits, proof, then the buy button. Not the other way around.
Explanation spread across several layers:
| Layer | Job |
|---|---|
| Homepage | The problem and the solution in one sentence, plus the path to the explanation |
| Guides section | Usage, questions, before and after, in detail and searchable |
| Product page | The essentials in compact form, plus reviews and FAQs |
| Post-purchase emails | Instructions at the right time, when the package has arrived |
More text isn't better explanation. We collected the questions from customer service and answered each one where it comes up. An overloaded product page would have done the opposite.
Support questions as signposts. Every question support gets again and again is a gap in the explanation. Once these gaps were closed, far fewer requests came in.
Your takeaways
- An Amazon product page isn't a template for your store. On Amazon, the customer trusts the marketplace. In your store, they have to trust you.
- Read your support inbox. The most frequent questions are your most important content.
- Spread the explanation out. Not everything on one page. Every layer has its job.
- Your own store is more than just another channel. Only there do you fully own your brand, customer relationships and data.
Do you sell a product that needs explaining? We don't just optimize buttons, we optimize understanding.