A frequently asked questions (FAQ) page might just be one of the most underestimated and overlooked parts of a website. Especially an e-commerce platform. Your FAQ section is not there to simply answer your shopper’s irresistible questions – some of the best FAQ pages will improve the navigation of your website, ward off avoidable customer complaints, and, as we’ll discuss today, nudge them to take action.
When done correctly, FAQs on websites can also help solidify a customer’s buying decision and improve your e-commerce store’s SEO score. Here are a few ways you can create an FAQ section that converts.
Answer All Possible Questions
As the adage says, ‘there’s no such thing as a stupid question’, and the same can be said to your FAQ page. Even if you think something is self-explanatory or obvious, include the answer in your FAQ section instead of having to respond to each customer one by one. More importantly, you don’t want a client to exit your website unsatisfied.
Ask your customer service team what questions they get asked most often. Sift through your social media posts and DMs - there’s a bank of FAQ content sitting right there. 69% of customers would rather solve an issue on their own than approach you. So providing them with this option will convince them to stay on your website, and continue pursuing their shopping experience.
Make Use of Internal Linking Opportunities
An important aspect of converting a lurking user into a successful customer is providing them with an FAQ page that is part of their buyer funnel. You want them to continue exploring your page without reaching a dead end.
Look for relevant topics you can link your products to. End each question with a call-to-action that takes them forward in their customer journey, while also answering their query. Check out this FAQ page example from Ban.do. The FAQ page not only answers each question but has sufficient links to other pages on their website taking the customer to find their nearest store, open an account and explore their other product offerings.
Cross-sell, Upsell, and Promote
Do so as tactfully as possible. You don’t want your FAQ page to come off as too ‘salesy’. Remember, your users are there to get their specific questions cleared. That said, the FAQ section is a great place to talk about current promotions and give details about new products that you can’t expand upon in other areas of your e-commerce store.
Target does a good job with this by adding the fine print of their ongoing promotions in their FAQ section. Even if a customer wasn’t actively looking for details of a coupon, they might be enticed to click on a query that says ‘Special Deals’ and then get converted.
An FAQ section can also be used to cross-sell and up-sell other products. Always provide an opportunity for the customer to reach out to you with any more questions or sign up for your newsletter.
Start Building an FAQ Section on Your E-Commerce Website Today
These are only a few tips that will help you get your FAQ pages started. Add it to the top of your content planner instead of leaving it as an afterthought. Some of the best FAQ pages are updated frequently but kept simple. You want to answer the customer’s query without lecturing them. Users should be able to locate an answer swiftly and easily, and then get on with their purchase.
Spotted some FAQ page examples that impressed you? Share it with our team and let us know if you have any questions about getting your own converting FAQ section up and running.
About the author: Joanne has lived in five countries and is always on the hunt for a new city to explore. After a Masters in English Literature from the University of Leeds, she landed an internship at Google that ignited her passion for all things digital. She has 10 years of experience in content writing, reads 2 books a week, and loves ‘90s pop culture.