In short, the FAQ page, or frequently asked questions page, helps you move customers further down the sales funnel.
This comes at a conscious point in the decision-making process, when the person has decided they want to take action, but still has some objections or questions.
In general, in eCommerce, these questions are operational to each individual business and are things that only you can tell them.
So, although it’s still an effort you have to make, my advice is not to ignore the importance of the FAQ page. It can be the very last nudge your customers need to make a buying decision.
Today we’re going to talk about this topic, starting from the advantages of having such a page or section in your shop, to how to create a FAQ page correctly.
Contents FAQ page in your online shop
- Why create an FAQ page in an online shop
- How to create an FAQ page
1. Why create an FAQ page in an online shop
Let’s start from what exactly is an FAQ page.
In your online shop, the FAQ – Frequently Asked Questions page is a dedicated place where you answer the most common questions that customers ask you.
What kind of questions?
Starting from the simple ones, such as what your shop’s opening hours are, to answers to common objections you hear from your customers.
Pages like How to order, Delivery, Payment, Cancellation etc., are also a type of FAQ answer page, which habit has made us look for in the footer of websites.
You can add, for example, such questions to the FAQ page, along with other things you can figure out from the documentation.
We’ll talk about that in a moment.
Now let’s see, what specifically are the benefits and advantages of a FAQ page in your store:
- It frees up your customer support team, because it gives customers most of the answers they need. Sure, not everyone will get into the FAQ or may prefer to interact with you, but your people will be able to focus on special cases and questions. If they need to respond in writing, they can take text from this page in formulating their answers.
- You have extra content for SEO that directly answers your customers’ informational queries. This page is full of keywords that you can rank for more easily on specific searches.
- Anticipate potential customer needs or questions. This shows transparency and interest on your part, and forms a positive brand image in their minds.
Read also: How to choose categories, menus and filters in your online store
2. How to create a page with answers to frequently asked questions
Now that you know what you can achieve with just a little effort, let’s see how you practically build your store’s FAQ page.
1. Determine your objective for which you are creating the page
Before you create the page, think about its purpose. For example, you can turn it into an objection response landing page, while leaving logistical questions for separate pages.
2. Identify common questions
This page should answer real questions that you have identified among your customers or that arise from the specifics of your products.
Take a look at your live chat discussions or what other channels you use for customer support. Look at testimonials and reviews. Look at the comments received on the channels you promote yourself on.
Use questionnaires and surveys with unosoft Insights or other tools to ask your customers themselves what they are interested in knowing that they didn’t find on your site.
For example, one of our customers has activated an exit survey from which he can find out what the main objections are – after a certain time, he can add answers to these objections, throughout the site, but also in the FAQ section.
Gather all this information, organize and prioritize it.
Read also: What the front page of your unosoft store, conversions and palinca have in common
3. Be concise
Start formulating the text for this page.
Make sure you keep your answers short, to the point and easy to understand. Avoid using jargon and technical words.
4. Use titles and subtitles
In order to be easy to read and scan, your FAQ page should be structured according to the general formatting rules for online:
- Use headings and subheadings for questions, so that people can easily navigate between them. For example, if you have a lot of questions, it is more efficient to divide them into categories using headings, and to note the questions in the form and size of subheadings.
- Use bullet points, numbered lists, tables, collapsible sections, etc.
- Keep information organized in a form that people already expect.
- Add additional links to products, blog articles and relevant pages that provide extra information or guide customers to an action once they’ve learned the data they’re interested in.
- Think about whether visuals can help you convey your message more easily. For example, if the person has to go through certain steps in the site, it might be easier for them to understand from the printscreens than from the text explanation.
5. Make the questions easy to find
Structure questions by categories or topics and, if you have a lot of them, add an internal search box.
Very important! Don’t just hide the link to the FAQ in the footer.
This page can be a beneficial information hub for both you and your customers – a cornerstone of content, linking questions, answers and additional resources throughout your site.
So you can add the link in the menu, in product pages, in banners, in the icon trust etc. As you can see in this example:
6. Test and improve
Test your FAQ page: just send the link to a group of customers and optimise it based on the feedback received. You do this because you want to make sure that the page really responds to the information needs of your customers.
7. Update regularly
Once a month or every three months, take the time to review and update the FAQ page. New questions and queries may come up – make sure you answer them too.
Read if: Terms and Conditions: Why Do You Need This Page On Your Site?
The FAQ page can be an important point of differentiation for your online store.
With the passage of time, the need for information does not diminish, on the contrary, it increases. All kinds of new businesses appear, and the confidence to make the purchase is harder earned.
Respond to your customers about things they didn’t even know they were worried about and convey credibility.
Complete your Frequently Asked Questions page – in the unosoft platform you have a standard Frequently Asked Questions page (Content & Pages), which you just need to fill in with information specific to your business.
Even if it’s not a grandiose or super creative action, creating and promoting your FAQ page is necessary to ensure the presence of an online store equipped with everything you need to sell online without the hassle and convince people more easily.
PS. You don’t sell with unosoft yet, but would you like to start soon? Test the platform free for 15 days and then choose the perfect subscription for you – prices normally start at just 7 euros per month!