Dr. Ortho sells the combo, not the bottle, and order value rises 20%

Dr. Ortho draws one of the largest browsing audiences of any brand documented here and starts a chat with only 2.52% of it. Most visitors arrive already knowing they want the oil, buy or leave, and never ask anything.

The chats that do happen are dominated by a queue. The single most repeated opening in the account is "I want to track my order." Order tracking, order updates, returns and order enquiry together ran to 969 chats across the window. The recorded theme is unambiguous: order status and payment confirmation are the biggest friction points for first-time purchasers.

The recorded objections show what that friction costs. A shopper who paid a small prepaid amount and then could not get delivery confirmation described increasing anxiety and a stalled resolution. Another could not tell from the product images whether shoes were sold as a single unit or a pair. A third questioned whether the footwear was waterproof and got no clear answer.

Underneath the queue is a catalog half the brand's audience does not know exists (knee supports, posture correctors, orthopaedic footwear, cervical pillows) that need real explanation before anyone buys them.

The Website Agent was trained on both halves of the catalog and on the order lifecycle, dispatch status, delivery confirmation, returns eligibility, and the payment states that were generating the most anxiety.

Automation carries the multi-step part. An order-status question is rarely one exchange; it is a confirmation, then a tracking update, then sometimes a returns question. Handling that as a continuous thread rather than three disconnected tickets keeps the team out of the queue entirely.

Deflection is deliberately not maximised here. 17.71% of chats reached a human, which on a mix containing 242 returns chats and a stream of delivery-confirmation anxiety is a resolution policy rather than a failure.

Instagram AI covers social discovery of the device range, which is where the second and more interesting finding came from.

The support deployment worked. The merchandising discovery underneath it is arguably worth more.

Lead with the combo, not the single item. This is the whole account. A shopper who arrives asking about knee pain can be sold a support, or a support with the oil and the gel insole that go with it. Dr. Ortho carries 26 combo and multipack SKUs (knee pain relief, back support with coccyx cushion, oil with capsules, a joint combo built for older customers) and a product grid buries them behind the single items. The agent does the opposite: it establishes the complaint, then recommends the combination that treats it. Chat-led orders came in 20.4% above the store average in August as a result, on the same acquisition spend.

Absorb the order-status queue so the agent can sell. "I want to track my order" was the most common opening in the account, and order-related intents ran to 969 chats. Until that queue is handled automatically, nobody on the team is answering the question that actually sells a posture corrector.

Read the chat data as merchandising research. Across all 69 days of the window, the five most-discussed products were premium acupressure slippers, orthopaedic women's shoes, the posture corrector, soft slippers and standard acupressure slippers. Not one oil. The traffic comes for the oil; the chats are about the devices. That argues for surfacing the orthopaedic range far earlier in the site's navigation.

Treat 2.52% engagement as headroom, not failure. Dr. Ortho has the largest untapped conversational surface of the fifteen brands here. The audience is already on the site. 18.5% of the chats that do happen end in an order, on a catalog where the device range is many times the price of the entry oil, so every point of engagement recovered is worth more here than almost anywhere else in this set.