Support-contact rate

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
Affordance Hijacking	support contacts tagged accidental, lost, stopped, discarded, deleted, consent, cancel, close	Users often report the harm in plain language after the mismatch.
Inside-Out Design	Support contacts tagged with setup, where is this, which option, credentials, DNS, permissions, or admin-center confusion	Users ask support to translate internal product structure when the interface does not.
Journey-Blocking Consent	Privacy, cookie, account, or access-related support contacts per consent exposure	Confusing or coercive consent flows generate avoidable support demand.
Premature Conversion	Contacts or chats from landing pages asking basic orientation questions	If users contact support to answer "what is this?", orientation is failing.
Scrolljacking	Support contacts mentioning cannot scroll, cannot find footer, lost place, motion, or broken page behavior	Scrolljacking can be perceived as a bug or accessibility barrier.