# Customer Question-to-Product-Page Workbook

Use this workbook to turn approved, minimized question themes into verified Shopify product-page hypotheses and documented decisions.

Related guide: [How to Use Customer Questions to Improve Shopify Product Pages](/blog/use-customer-questions-improve-shopify-product-pages)

Do not paste raw customer messages, names, contact details, order numbers, exact addresses, or sensitive context into this document.

## 1. Set the review boundary

| Item | Entry |
|---|---|
| Product family or collection |  |
| Question source | Shopify Knowledge Base / Approved support records / Site search / Reviews / Returns / Other: |
| Date range |  |
| Authorized reviewers |  |
| Research purpose |  |
| Information to remove or generalize |  |
| Approved storage location |  |
| Retention or deletion rule |  |
| Decision owner |  |

### Privacy gate

- [ ] The source is approved for this research purpose.
- [ ] Only authorized people can access it.
- [ ] Raw personal or sensitive details will not enter this workbook.
- [ ] Derived themes use the minimum information needed.
- [ ] Storage, retention, deletion, and consent requirements are documented.
- [ ] The page change and measurement plan have an approver.

## 2. Inventory the evidence

Record counts only when the source and denominator are defined.

| Source | Period | Product or page | Minimized question theme | Count, if meaningful | Supporting behavior or outcome | Limitation |
|---|---|---|---|---|---|---|
|  |  |  |  |  |  |  |
|  |  |  |  |  |  |  |
|  |  |  |  |  |  |  |

## 3. Build the opportunity backlog

Score frequency, decision impact, evidence confidence, and fix reach from `1` to `3`. The total is a sorting aid; rare high-consequence problems can override it.

| Theme ID | Minimized theme | Shopper decision | Suspected page gap | Frequency | Impact | Evidence confidence | Fix reach | Total | Immediate-risk override? | Owner | Status |
|---|---|---|---|---:|---:|---:|---:|---:|---|---|---|
| Q-01 |  |  |  |  |  |  |  |  |  |  |  |
| Q-02 |  |  |  |  |  |  |  |  |  |  |  |
| Q-03 |  |  |  |  |  |  |  |  |  |  |  |

## 4. Complete one hypothesis card per selected theme

### Theme ID: `Q-__`

| Question | Entry |
|---|---|
| Minimized question theme |  |
| Product, variant, and market scope |  |
| Decision the shopper is trying to make |  |
| Current authoritative answer |  |
| Source URL or Shopify field |  |
| Source owner and last verification date |  |
| Confirmed contradiction or information gap |  |
| Where the answer belongs on the page |  |
| Proposed treatment | Sentence / Attribute / Table / Selector / Annotated image / Policy summary / Other: |

#### Opportunity statement

> Shoppers comparing **[products or variants]** need to understand **[decision]** before **[action]**, but the current page **[specific verified gap]**.

#### Hypothesis

> For **[eligible audience]**, adding **[specific treatment]** near **[decision point]** will improve **[primary behavior]** because it resolves **[documented uncertainty]**.

#### Answer-quality checks

- [ ] The revised source supports the intended answer.
- [ ] The answer uses the correct product and variant.
- [ ] Market and policy scope are explicit.
- [ ] Missing context triggers a useful question.
- [ ] Unsupported advice or promises trigger the approved boundary.
- [ ] The old or contradictory answer no longer appears.

| QA prompt | Expected answer or boundary | Actual result | Pass? | Required fix |
|---|---|---|---|---|
|  |  |  |  |  |
|  |  |  |  |  |
|  |  |  |  |  |

## 5. Define measurement before release

| Item | Entry |
|---|---|
| Eligible audience or pages |  |
| Assignment or rollout method |  |
| Primary measure |  |
| Supporting signal |  |
| Guardrail |  |
| Observation period |  |
| Minimum sample or stopping rule |  |
| Promotions, seasonality, availability, or other confounders to record |  |
| Analytics owner |  |

### Claim discipline

- [ ] A valid experiment supports causal language, or the result will be labeled directional/associated.
- [ ] Raw customer questions will not be sent to GA4.
- [ ] Any question-derived event uses a predefined, non-identifying category.
- [ ] Returns, cancellations, support themes, or other relevant guardrails are included.

## 6. Record the decision

| Item | Entry |
|---|---|
| Release date |  |
| Result |  |
| Guardrail result |  |
| Interpretation and limitations |  |
| Decision | Keep / Revise / Roll back / Gather more evidence |
| Decision owner |  |
| Next review date |  |

Write the final conclusion at the strength the evidence supports. A before-and-after movement can inform a decision without proving that the page change caused it.