A place for slower thoughts
Occasional notes on paid search for complex product catalogues.
Words by Hasan Hussein
The catalogue calls it a reducing coupling. The customer calls it the little metal bit that connects the two pipes. Both descriptions can belong to a perfectly sensible enquiry. Only one of them is likely
A catalogue can describe every item correctly while missing the language of the person who needs it. A little translation makes the search journey less demanding.
Keep the status honest, then explain whether a customer can ask about a replacement, a compatible option or a different next step.
Put the identifying information in the title. Give specifications, availability and application guidance their own clear places on the page.
