Analytics and optimization

Use analytics to decide which support work to remove next, not just to report on chat volume.

Key metrics to watch

• Top unanswered questions: the fastest signal that product data, FAQ content, or policies are missing
• Average reply path length: a sign that an answer takes too many steps to reach
• Session drop-off point: the point where shoppers leave the chat before getting a usable answer
• Conversion rate by intent: which question types help or hurt sales

Weekly support reviews

Use this cadence:

1. Pick the 5 most common unanswered intents
2. Improve one answer, product field, or policy explanation each week
3. Review the escalation rate over the next 7 days
4. Compare conversion changes for the same intents

Improvement loop

When the same answer keeps getting escalated, update the source material before changing the wording. Add the missing product attributes, shipping rules, return policy details, or comparison notes so the bot has better context and your team reviews fewer repeat conversations.