Are you looking for a way to improve your customer relationships? An FAQ page might just do the trick. Not only is an FAQ area essential for guiding your customers around your site, but it can serve as a trust-builder, convincing customer to buy more products by giving them additional information. But how do you create the perfect FAQ page? Keep reading to find out.
The Perfect FAQ Page: What Can It Do For You?
Many ecommerce professionals consider an FAQ page an afterthought. They think it's a nice extra item to have on their online store, but not entirely necessary to get more business. That couldn't be further from the truth.
In fact, an FAQ page does several things to improve your conversions and even cut some costs.
- An FAQ frees up time for your support team, since the most common questions are published online for your customers to read.
- An FAQ page builds trust between you and your customers, because they see that you've taken the time to guide them and display your knowledge of your products.
- People are more likely to purchase from your store when they know as much information as possible. An FAQ page helps with that.
- Search engines see FAQ pages as high-information resources. They're bound to improve your SEO seeing as how it helps with navigation, purchasing knowledge and more.
How to Construct the Perfect FAQ Page for Your Ecommerce Store
The first step to a solid FAQ page is to ask yourself whether or not you need one. Most of the time the answer is yes, but sometimes it may just clutter your website and make your customers more confused. For example, if your product is straight forward, and everyone knows how it works (like coffee,) there's no reason to explain how coffee makes you focus and wake up in the morning.
However, the FAQ provides the opportunity to explain what makes your coffee so unique. Therefore, the FAQ either functions as a way to talk about what makes a seemingly basic product unique, or it's a page for explaining a lesser known product, like a completely new invention.
Finding the Right FAQs
Making up your own questions is not a good idea. A startup might feel like they're left with no other choice, but you need to get feedback from testers or real customers before writing up the questions.
Whether you're getting emails from customers or selecting a focus group to test out the product and give you feedback, your questions should be structured around real people and their thoughts.
Format Your FAQs Properly
FAQs look different on all ecommerce websites, but the good ones follow similar formatting models to ensure that customers are getting valuable information and not becoming more confused. As we'll discuss further into the article, it all starts with locating your FAQ page in reasonable positions on your website.
After that, we recommend taking a look at your list of FAQs and deciding if you need to categorize or not. As a rule of thumb, anything more than 10 questions is enough to make categories. No one wants to read through dozens of questions, so your best bet is to make headings that categorize each topic, with relevant links to the questions below that.
Great FAQ pages have hammer down effects, keeping the primary information consolidated and the overall look of the page clean and not intimidating. Therefore, the customer can quickly scroll through the questions, locate what they need, then only open up the question that relates to their problem.
We also recommend utilizing pictures whenever needed. Sometimes pictures are a little overkill, but visuals often help out your customers more than words do. For example, you may have an FAQ that explains the return process. If that's the case you should have links to the full return policy, along with some visual steps to complete the return.
Finally, branding and your company's voice comes into play far more often than you may think with an FAQ page. These questions are an opportunity to let your voice shine and either represent a professional or fun tone. For example, the folks at Poo-Pourri make jokes throughout the FAQ, most of which relate to stinkiness in the bathroom. It's a playful take on the product, and it makes people feel more comfortable with a subject that probably isn't talked about much.
Not only will this approach put your customers at ease, but it's a method for clearly stating what your customers need to know, while also telling them a little story about your company.
Make Sure All FAQs Lead to Something More
Answering each question then leaving it at that isn't exactly the point of an FAQ. Like we stated before, these questions offer a wonderful chance to cut down on support resources and build trust right before customers want to buy. That's why FAQs should have additional links leading to relevant products, support areas or even blog posts with more information on the subject. The example above even has a field for finding furniture store delivery locations.
The FAQ should act as a funnel, not a dead end. This will not only improve your SEO as a form of navigation, but you should start to see your customers feeling more informed right before making purchases.
Make Your Page Accessible
It's important to show that your FAQ page is a valuable resource to customers. If it looks like your company doesn't believe in the FAQs, your customers won't either. That's why it confuses me when I see a tiny little FAQ link in the footer area, and that's all.
As long as the FAQ page is justified, formatted properly and shows great value to your customers, it deserves a link on the main menu.
It's also not a bad idea to consider placing the FAQ in different locations of your website. For example, some businesses realize that these questions often arise when customers are working their way through the purchasing process. Therefore, they have FAQs on the actual product pages, below product descriptions.
Furthermore, you might think about integrating a customer support system like ZenDesk in with your FAQs. The whole idea behind this is that customers would look at the FAQs first. If those don't solve the problem, it would then offer options to submit a ticket, browse through forums or call the support team.
Are You Ready to Build the Perfect FAQ Page?
Have you walked through all of the steps? Start by figuring out if an FAQ page is right for you. Then find the questions that customers care about the most. Finally, walk through formatting, locations and the funnel that's going to lead people elsewhere. After that, you should have something close to a perfect FAQ page!
Let us know in the comments if you have any questions.
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