A repeated question in the support chat is a symptom of an incomplete product page, not a failure by the team answering it. Hugo Galvao de Franca Filho, founder and director of Enjoy Pets, treats every recurring question as a direct signal that some relevant information still isn’t visible in the right place, even before the customer needs to ask.
When the same question shows up several times about the same item, the right response is rarely training the team to answer faster. It’s reorganizing the product page so that information is already there, cutting both the volume of support messages and the time a customer takes to decide on a purchase without ever leaving the catalog itself.
Mapping recurring questions reveals a real gap in the description
Reviewing customer chat history, sorted by question per specific product, shows a pattern that rarely surfaces any other way. One item might generate repeated questions about packaging weight, another about age guidance, and each pattern points exactly to where the current description leaves too wide a gap for the customer to decide on their own.
According to Hugo Galvao de Franca Filho, this mapping should happen regularly, not only once message volume has already grown too large to ignore. Products with a history of recurring questions deserve priority in description reviews, since the return on that adjustment tends to show up quickly, in fewer messages and more conversion directly on the page.
A detailed image resolves doubts that text alone can’t
A generic photo of a closed package rarely answers a question about a treat’s texture or a product’s actual size relative to the animal’s build. Including an image that shows scale, texture, or a specific detail of the item reduces the need to ask something a good photo would already clarify without requiring direct contact with the store.
Enjoy Pets, available at www.enjoypets.com.br, prioritizes size-reference images for products where size-related questions come up most, especially for lines aimed at small breeds or senior pets. Hugo Galvao considers this kind of image just as relevant as the written description, because it communicates information text alone doesn’t always convey with the same clarity.
A category-specific FAQ reduces repetitive messages
A generic FAQ, applied the same way across the whole catalog, rarely answers the real question for each specific category. A food item raises different questions than an accessory or a toy, and grouping everything under the same frequently-asked-questions section ends up diluting information that should sit close to the exact product it refers to.
Hugo Galvao reinforces that structuring the FAQ by category, with a specific question for food, another for hygiene products, and another for accessories, brings the answer closer to the right context at the moment the customer is deciding. This segmentation keeps relevant information from getting lost in a generic list no one reads all the way through.
A well-structured page frees the team for more complex support
Reducing simple, repetitive questions on the product page doesn’t eliminate customer support; it just frees up the team’s time for cases that genuinely need a conversation, like a question about a specific dietary restriction or a pet’s reaction to a certain ingredient in the product being sold.
For Hugo Galvao de Franca Filho, this shift in effort pays off more over the medium term than any isolated gain in response speed, because it improves both the experience of customers who decide on their own and the quality of the conversation with those who genuinely need deeper guidance before deciding to buy.