"Can this go in the washing machine?" sounds like an after-purchase question. Often it is not. Many shoppers ask it before they buy, because the answer decides whether the product fits their life. A beautiful linen shirt that needs hand washing is a very different purchase for a busy parent than for someone who enjoys ironing.
Product care questions are pre-sale questions more often than stores realise. Answering them well sells products and prevents returns.
The care questions shoppers ask
- Is it machine washable?
- Does it need ironing?
- Will the colour fade?
- Is it dishwasher safe?
- How do I clean the leather?
- Is it suitable for outdoor use?
- How long will it last with daily use?
Each is really asking: will this suit how I live?
Why care questions affect sales
A shopper who cannot confirm a product is easy to care for may decide it is not worth the risk. As explained in shoppers who ask before buying are your best customers, the people asking questions are close to buying. An unanswered care question is a stalled purchase.
Why care questions affect returns
Shoppers who buy without knowing the care requirements sometimes return products when they discover them. A jumper that shrank because it needed hand washing is a return, and often a disappointed customer.
Clear care information prevents both outcomes. The link between better pre-sale answers and fewer refunds is covered in reducing refund requests with better pre-sale answers.
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Publishing care information properly
Put care details on the product page, near the description:
- Washing or cleaning method.
- Drying and ironing.
- Suitability for different uses, such as outdoor or daily wear.
- Anything to avoid.
Many stores keep care details only on the physical label. Shoppers cannot see labels online.
Answering care questions instantly
Visitor: Is this rug machine washable? I have a dog. Assistant: This rug isn't machine washable, but it's made from a low-pile polypropylene that handles spot cleaning well and resists stains. For homes with pets, the product page recommends vacuuming weekly and cleaning spills straight away.
SpideyChat for ecommerce stores answers from the care details on your product pages at any hour. If a page is missing care information, it says so and captures the question, which also tells you which pages need updating.
Usage questions work the same way
Beyond care, shoppers ask how to use products: how to assemble furniture, set up a device, or use a skincare product. These are fit questions in another form, much like the software buyer asking whether a tool suits them, covered in scripts for answering "is this the right tool for me?".
After purchase, the same answers prevent complaints
Care questions also arrive after purchase, often right after a problem: a shrunk jumper, a faded cushion, a scratched pan. A clear, instant answer about the right care method can prevent the next problem, and a polite capture of the details lets your team decide whether a replacement is fair. Customers who get a helpful response to a care problem are far more likely to buy again than those who hear nothing.
The cost of leaving them unanswered
A slow reply to a care question has the same cost as any unanswered presale question. We worked through the arithmetic in what an unanswered product question costs a small store.
Your next step
Check your ten best sellers for care information on the product page. Add it where missing. Then try an assistant on your store and ask it care questions, or see the full list of features.