Write a product FAQ from customer questions

The questions customers ask most before buying are already in your support inbox, and Kite finds them by reading those conversations and counting how often each question comes up. Your inbox is a better source than a brainstorm because every question in it came from a real shopper who cared enough to ask.

With Gmail connected, Kite searches your mail by sender, subject, date, or label and reads whole threads, including the replies your team sent. With Intercom connected, it searches your conversations and tickets and reads each one in full, along with call transcripts when your team takes calls through Intercom. You can also forward questions to your team's own Kite email address, upload an export from another help desk, or paste in a batch of messages.

Kite looks beyond your inbox, too. Public reviews and forum threads about products like yours show the questions people ask when they don't contact you directly. Kite can also check the questions people type into search engines about your product category, which often match the ones your quietest shoppers never sent.

A buying FAQ answers the questions people ask before they decide, so Kite separates those from the questions customers ask after they've already ordered. "Will this fit a 30-inch-deep alcove?" belongs in the buying FAQ. "Where is my order?" belongs in your help center or on your shipping page.

Kite then groups questions that mean the same thing. "Is it loud?", "How many decibels is the motor?", and "Will it wake my roommate if I adjust it at 6am?" are one question about noise. For each group, Kite records how many times it was asked, which products it was asked about, and the clearest wording a customer used. That wording usually becomes the question on the page, because it's the way the next shopper will phrase it too.

The result is a ranked list of buying questions. Some are store-wide, such as shipping times and return windows. Others belong to one product or one product type, such as the weight a desk holds or whether a serum is safe for sensitive skin. That split decides where each answer goes later.

Kite writes each answer from facts your business already stands behind, so every answer on the page matches what your team would say. It draws on your product records, your shipping and returns policies, your website, and the replies your support team already sends.

The replies your team sends are especially useful. In Intercom, Kite reads your saved replies, which show how your team answers common questions today. In Gmail, it reads the answers in your sent threads. Those replies often hold details that never made it onto the website, such as the fact that the desk's frame was tested with 300 pounds even though the product page only says "sturdy."

Each answer starts with a direct reply in the first sentence, then gives the detail a shopper needs to act on it. For example:

Can the delivery driver bring the desk upstairs? Yes, if you choose room-of-choice delivery at checkout. The driver carries the box to any room, up to four flights of stairs, and takes the packaging away. Standard delivery leaves the box at your front door.

When the sources disagree, Kite flags it instead of picking one. If your support team has been telling customers they have 45 days to return a desk but your returns page says 30, Kite shows you both and asks which is right. When a question has no documented answer at all, Kite lists it and asks you for the facts. That keeps every answer on the page traceable to your records or to something you told Kite.

A buying FAQ on a product page should hold the three to six questions that most often stop someone from buying that product, answered in a sentence or two each. Store-wide questions, such as shipping costs and return windows, can appear on every product page in a short block, with the full detail on a separate FAQ page.

Kite places each answer where the doubt happens. A question about whether a desk fits under a window goes on that desk's product page, close to the dimensions. A question about delivery goes on every product page and on your FAQ page. A question about setting up an account or a subscription might belong on your pricing page instead. Kite also links each answer to the page with the full details, such as your returns policy, so the FAQ stays short.

The ranked list from your inbox decides the order. The question asked 140 times goes first, and a question asked twice probably doesn't need to be on the page at all.

Once you approve the answers, Kite publishes them where your shoppers will see them. The right place depends on where your store runs.

• Shopify. Kite adds product-specific answers to each product's description, or to the custom fields your theme displays if your theme has a questions section. It creates or updates your store's FAQ page with the store-wide questions.
• WooCommerce. Kite adds the answers to each product's description after you approve the change.
• A site Kite hosts. Kite adds an FAQ section to the product page or builds a separate FAQ page. The site marks up those questions and answers as structured data automatically, so search engines and AI systems can read them as questions and answers.
• Intercom. Kite can also write the answers into your Intercom help center as articles, so your support team can link to the same answer the product page gives.

You approve the work before it goes live. Once Kite has earned your trust, you can let it publish later updates on its own.

A buying FAQ works when shoppers stop needing to ask, so Kite measures it by reading your inbox again after the answers go live. A few weeks after publishing, it searches your Gmail or Intercom conversations for the same questions and compares how often each one arrived before and after.

If questions about delivery dropped by half but questions about noise didn't move, Kite looks at why. The answer might be hard to find on the page, or it might not say what customers want to know, such as a decibel number instead of "quiet." Kite proposes a fix and shows you the new wording. It can also compare orders for each product in Shopify or WooCommerce before and after the FAQ went up, and on a site Kite hosts, it can see how visitors moved through the product page.

New products and new policies bring new questions. You can put the whole check on a monthly schedule, so Kite reads the latest conversations, adds the questions that started showing up, and retires answers that no longer apply.