Shopper Questions Decreased by 54%, Best-Seller Brand Share Increased by 23%

Karaca used the Dot Insights AI Agent to analyze what shoppers were looking for before purchasing a toaster and optimized its product pages based on real shopper needs.

The analysis revealed that purchase-critical information such as dishwasher-safe components, 180° opening functionality, and warranty period was not sufficiently visible in the existing product content.

By integrating these insights into product visuals, questions per impression decreased by 54%, while Karaca’s brand share among best-selling products increased by 23%.

Challenge

Karaca’s toaster had the highest question rate relative to product page views within the category.

Before making a purchase, shoppers were actively looking for additional information about key product features. Details that were not sufficiently visible on the product page were repeatedly turning into shopper questions.

This resulted in:

• Increased uncertainty before purchase
• A longer decision-making process for shoppers
• Product content gaps generating repetitive questions
• Clear opportunities to improve product communication and performance

Action (Solution Process)

Karaca analyzed shopper questions in the toaster category using the Dot Insights AI Agent.

The analysis identified the most frequently asked topics influencing purchase decisions:

• Dishwasher-safe components
• 180° opening functionality
• Warranty period

Based on these insights, product visuals were restructured to make the information shoppers needed before making a decision more visible and easier to understand.

The strategy was to use real shopper data to proactively answer questions through product content, rather than waiting for customers to ask them.

Results

Following the content optimization:

• Questions per impression decreased by 54%
• Karaca’s brand share among best-selling products increased by 23%
• Recurring pre-purchase questions were proactively addressed through product content
• Shoppers gained faster access to the information they needed to evaluate the product

Karaca transformed shopper questions from customer service data into actionable insights that improved both product content and digital shelf performance.

Source: Dot Insights, 2025. Trendyol “toaster” search shelf analysis covering the top 24 best-selling products & Dot Insights Question Analysis.