When it comes to building an eCommerce website that offers a high level of customer experience, you cannot overlook the role of an FAQ page.
From addressing all your customers’ concerns to imparting necessary information about your products and business, an FAQ page is a vital component of your website.
What Is An FAQ Page?
Short for Frequently Asked Questions, an FAQ page is an organized collection of the necessary information that your customers keep asking about your products and services.
A well-crafted and thoughtful FAQ page serves as an imperative one-stop information center. Having said that, an FAQ page offers several other benefits like:
- Improving your customers’ experience
- Providing information necessary to make a purchase decision
- Saving the time of your customer support staff from answering basic questions
- Increasing your online visibility on search engines and boost eCommerce SEO
- Boosting sales as people would have the necessary information to make their decision
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When is An FAQ Page Appropriate?
An FAQ page could turn out to be a great asset for your website if used appropriately. However, if your eCommerce website doesn’t need one, and you still add it to your website, it could do more harm than good.
That’s why it’s important to identify how important is it for you. A few signs of your business could help you decide on that part:
- Customers raise similar questions and concerns repeatedly, and you need to address them publicly and permanently
- You want to use your FAQ page as a means to convert your visitors into customers, by redirecting them to content and landing pages
- The nature of your business or products is such that it raises queries that can be easily dealt with using generic responses
However, if your business is such that it needs to give your customers straightforward answers, and the queries asked are not so common, then you can avoid cluttering your website with an unnecessary page.
If not required, an FAQ page could end up just annoying customers rather than helping them. It’s wise to ensure that your contact information is readily available on your site so that your customers can easily reach you with their doubts and queries.
Essential Features of a Great eCommerce FAQ Page
Once you’ve decided on including an FAQ page, you need to start by creating an impressive one that can clear your customers’ doubts in a way that leads to conversions.
After all, every page on your website should be subtly geared to prompt idle visitors to convert into loyal customers.
Some of the ways to create a stellar FAQ page are mentioned below.
#1 Draft questions from the customers’ point of view
When customers read your FAQs, they should be able to relate to it and feel like they’re asking the question. If you write the questions from their perspective and then answer them from your business’ perspective, you will be able to build a positive connection between your customers and your business.
Ask questions like:
- Do you sell gift cards?
- How do I buy gift cards?
- What do I do if I receive a defective order?
- How do I make changes to an order I’ve already placed?
- Where are you located?
#2 Keep a positive tone
Questions could be for different reasons. While some could simply be to get information about something specific, others can be about a problem with your product or business.
However, the goal is to help your customers better interact with your business, and satisfy them with your answers. If your answers are not projected in the right manner, you could end up chasing them away.
It’s essential to draft the answers in a positive tone of voice to impart concern for the customer’s query and to portray a sense of confidence and understanding about dealing with the problem.
#3 Keep it brief
When customers visit your FAQ page, they aren’t keen on reading long paragraphs. All they want is the answer to their question and move on to making their purchase decision.
If you fill up your FAQ page with lengthy responses, they might even lose interest and jump to another site. Even if they read it, there are chances that such long answers confuse them more than clarify their doubts.
#4 Provide your contact information
The goal of an FAQ page is to answer the customers’ questions and give them a clearer picture. But it’s possible in some cases where a generic answer on your FAQ page wasn’t able to clear a specific doubt of your visitor.
You wouldn’t want to lose that customer just because of that. Provide your contact information or any other helpful links, so that your unsatisfied customers can reach out to you and get their answers.
You’d want to give them the opportunity to feel satisfied and hence convert for your business. Not just that, but providing your contact information would also portray your business as a communicative and welcoming business.
#5 Include the right call-to-action
Including call-to-action buttons isn’t mandatory, but if you feel you have satisfied your visitors’ doubts, why not use the opportunity to convert them into your customers?
If they have made it to your FAQ page, it’s highly likely that they’re interested in buying from you, and the only thing stopping them from doing so is a doubt or concern about something regarding your product or business.
Once, that doubt is cleared, they would probably like to buy from you, and if you can provide them with a CTA and direct them to the next step, it could only increase your chances of making a sale.
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FAQ and SEO
Even though the purpose of an FAQ page is to answer the questions that your customers might want to ask you, it could do much more than that especially in terms of eCommerce SEO.
You can build an FAQ section with dedicated pages for a few answers to create a search-friendly section of your website. Search engines love FAQ pages as they provide relevant content that helps Google understand your business better.
Your FAQ page is the perfect space for publishing interesting information about your brand, products, and services. By including relevant long-tail keywords and keyword-rich content, your website can rank higher on search engine result pages.
You can hyperlink the questions to separate pages within your website to improve site structure and domain authority, which can help search engines crawl through your website efficiently.
Even when people aren’t searching for topics related to your brand on Google, you can get found by them if they’re searching for answers related to your industry. You just need to have relevant content and landing pages that have been optimized for these specific search queries.
MVMT Watches uses this technique really well on their FAQ page. Even though they have answers written for all their questions, they have two separate landing pages for the questions about their retail locations and their return policy.
Their website sports a rather smart structure and this gives them the advantage of being found on Google when potential customers are searching for similar queries.
Best FAQ Page Examples
There are lots of impressive FAQ pages out there, and we have picked some of the best ones for your reference. Every FAQ page has its unique format and you can draw inspiration from any one or more, depending on the similarity of their business with yours.
MenuDrive does a great job by including all the questions on one page and segregates them into two categories. By having separate sections for general questions and technical questions, visitors can find the information quickly and efficiently.
Visitors can browse through many different questions that have been asked previously, to find the one that fits their needs.
Zappos uses actual questions that someone might ask as the headers for its FAQ page. Doing that helps them to rank when similar questions would be typed into a search engine. This has vastly improved their SEO bringing in more traffic to their website.
4. Bank of America
Bank of America has a very well designed and organized FAQ page, where they have various categories for the convenience of their customers. The main purpose of the FAQ page is to build trust with the bank’s target audience and give them a clearer overview of all the services provided by them in terms of loans, accounts, etc.
5. Roody Originals
Their questions are specifically related to their product and its audience. What makes their FAQ unique is that they don’t display conventional Q&As, but instead include very interesting, thought-provoking questions like ‘what’s so great about being bald?’
Many businesses bury their FAQ tab at the bottom, which makes it difficult for customers to find it. Ideally, you should include it at a spot that is easily visible to your visitors so they don’t have to go through a maze to find it.
Just like an enticing coming soon page can prompt people to wait for your website to go live, a good FAQ page helps in building trust with your visitors, and it can very well propel visitors to make a purchase.