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Establishing An FAQ Section For Your eCommerce Site

  • Written By Grace
  • Posted October 6, 2016
  • 4 minutes Read Time

FAQ stands for Frequently Asked Questions and if you don’t have a section on your site already dedicated to addressing these, it may well be time to establish one.

What Is An FAQ Page?

On an FAQ page, you address your customers’ main concerns, objections and questions. While your About page gives site users an introduction to the story behind your brand, the FAQ section instead deals with more specific subjects. You’ll find that FAQ pages are commonplace on many of the best eCommerce sites out there.

It’s extremely handy for acting as the first point of contact for customers who have questions, as it can cut out the time you spend responding to emails asking questions you deal with all the time. This saves not only you but the customers time too, making their journey from landing on your site to the checkout smoother as they don’t need to wait for an email response.

When Is An FAQ Page Needed?

There may be several reasons why you need an FAQ page on your site, with the important thing to get right making it a useful asset rather than a distraction for your customers. So why should you set up an FAQ page?

  • To publicly address questions – if you’re faced with customers asking you the same questions on an everyday basis, addressing them publicly may be the best way to get their questions answered on the spot.
  • You can create a journey from question to conversion by using an FAQ page as a stepping stone, by adding links to specific landing pages in the answers to the questions.
  • You can handle questions in a straightforward manner and remove obstacles that are in the customer’s way during their purchasing journey.

How Do I Come Up With Frequently Asked Questions?

The best place to look for questions you are commonly asked is your email inbox, as well as from any feedback from your customer service team. However, you should also think about any objections potential customers might have to buy your product – these can also be addressed accordingly on your FAQs – and make for a great way to convince people to head to the checkout.

When thinking about your questions, consider their relevancy, usefulness and the opportunity of creating conversions. You may end up with a very long list of questions, which could lead to a cluttered layout; group these questions into sub-categories and it will still be easy for the user to find the answer they are looking for.

How Should The FAQs Be Answered?

FAQs present another opportunity to show your business in a positive light, by offering helpful solutions and helping you to show off your knowledge. Present your questions from your customers’ perspective, and then answer them from your business’ perspective. In your answers, you should speak with authority, but not get too carried away with a long-winded answer they won’t understand.

Clear communication in your answers is key, as well as directly addressing the question with a clear-cut answer. If you’re addressing an objection, be sure to frame your company in a positive light – it could change a customer’s mind from a doubt to a conversion, and addressing your shortcomings demonstrates honesty and integrity. End your answer with a call to action which directs customers back to another relevant section of your site that brings them one step closer to purchasing.

Where Should I Place My FAQ Page?

A link to the FAQ page is normally found buried at the bottom of the homepage, but it is wasted here as a customer is not very likely to find it. It can play a vital role in the customer service process, though where you place it varies from business to business.

If your business is very customer service-reliant, it could be incorporated into a fully-fledged helpdesk section of your site, where it can act as the first port of call before a user interacts with your customer service team. However, if your company and products raise a lot of questions, it may be best to give the link to your FAQ page a prominent position at the top of your homepage. This will maximise your opportunity to reduce purchasing anxieties and reduce any doubts. Some businesses have even created FAQs for specific products, which is displayed on the product page itself to help fulfill a user’s curiosity.