KPI · Move lower
Support-contact rate
Rate at which users contact support or chat from first-touch surfaces, especially with orientation-level questions.
If people must contact support to answer “what is this?” or “what happens next?”, the page has failed to orient them. The NN/g “sludge” framing predicts this — confusion-driven support load is a downstream symptom of orientation gaps.
Tag chat/support events with the source URL and segment by first-touch surfaces to make this actionable.
How patterns use this KPI
| Pattern | How it's instrumented | Why it matters there |
|---|---|---|
| Premature Conversion | Contacts or chats from landing pages asking basic orientation questions | If users contact support to answer “what is this?”, orientation is failing. |