Write separate messages for different customer needs

“Online store owner” identifies an audience, but it leaves a useful question unanswered: what does this person need to resolve right now? We suggest starting with specific situations when planning a message. The examples below are hypothetical. They describe a proposed way to review messaging, with no campaign results or customer stories implied.

1. Describe the reason for getting in touch

One owner may want to check whether choosing a product on a phone is straightforward. Another may need a clear process for ongoing store changes. Their stores could have similar catalogs and technology, while the outcome they expect from a conversation is different.

Describe the situation through an action: what the person wants to examine or change, what remains unknown, and what decision comes next. Do not add lost customers, supplier delays, or other consequences without evidence. A useful hypothesis can begin with a possible task and leave its causes open.

2. Give each situation its own message

A message about mobile shopping could offer a review of the path from product selection to the cart. It might focus on product details, variant selection, and the clarity of the next action. Ask the reader to describe one purchasing scenario as the first step.

A message about ongoing development could offer a review of the task queue: priorities, acceptance criteria, and who approves completed work. Ask the reader to choose one task and describe the expected behavior. Make sure the destination page continues the same discussion instead of introducing an unrelated offer.

3. Agree on how inquiries will be recorded

Give each message a separate source label. For every inquiry, record the stated request, the task described in the person's own words, and any agreed next action. Keep unknown sources marked as unknown. Assigning them to a message by guesswork would make the comparison less useful.

Define a relevant inquiry before publishing. A working definition might require an existing store and a specific task the team can discuss. Use the same definition for both messages. Keep the original notes as well as the category, so a later review can check whether the classification was reasonable.

4. Interpret differences in context

Record the dates, placements, offers, and delivery conditions. If these differ, the wording is only one possible explanation for a difference in inquiries. Separate tracking can connect some responses to messages; it cannot establish the sole reason a person became interested.

When evidence is limited, retain that uncertainty. Look at whether the needs people describe match the original situations. If they describe a different need, revise the hypothesis. If there is too little information, define the conditions for extending the review rather than selecting a winner from a convenient slice of the period.

WGP develops and supports online stores. Frontbox includes a responsive storefront that also works on phones, plus development and support, and connects to a 1C-Bitrix store. A mobile app is a separate paid add-on. A discussion about the solution should begin with the store's task and the expected outcome of the work.

5. A checklist before publishing

• Describe two situations without unsupported consequences.
• Write a separate message and next step for each.
• Check that the destination page matches the message.
• Set up distinct source labels for inquiries.
• Agree on what makes an inquiry relevant.
• Record the conditions and limits of the comparison.

For a first draft, complete two sentences: “People contact us when they need to check…” and “People contact us when they need to organize…”. Choose situations your team is ready to discuss in concrete terms.