An FAQ page is a time-saving customer service tactic that provides the most commonly asked questions and answers for current or potential customers.
Before diving into how to make an FAQ page, you need to know why having one is so important. There are so many reasons beyond improving the customer experience for perfecting your FAQ page. Keep in mind the importance of an FAQ page when developing your own e-commerce website so you can make sure it increases sales and not the other way around.
This reason might be the most obvious, but it’s a clear benefit of an FAQ page. Not only does the FAQ page save customers time, it saves employees time as well. Having an FAQ page ensures customers don’t have to sit on the phone for hours waiting for simple answers and employees don’t have to individually answer all questions.
Companies dedicate a large portion of their budgets to customer service teams. When these teams don’t have to focus on answering the frequently asked questions, they can service other customer issues in a more timely manner.
Information is available at the click of a button, but as we all know, information is not always true. Because of this, customers are more skeptical than ever before. They hunt for products by sifting through reviews, looking at the product on multiple websites, and price checking across the internet.
If your brand seems to understand the customer’s pain point and address it through a seamless user experience, the shopper will become a loyal customer.
One of the most common pain points is when shoppers are wondering something about a product or service and there’s no information addressing that question. The customers think to themselves, “I can’t be the only person who’s wondering this,” yet the answer is nowhere to be found. This is a surefire way to guarantee they close the window and go to your competitor’s website.
By creating a comprehensive FAQ page you can assure customers get the answer they need and keep shopping on your site.
It’s difficult to get into the head of a shopper. Some buy on impulse and others buy after thorough research. By tracking the clicks on your FAQ page you can gather insights about your product or service that you didn’t know before. You can then inform your product team of these insights. From there, the product team can make changes to improve the product or experience.
For example, if a dog collar company’s most clicked on FAQ is, “how do I make sure my dog doesn’t slip out of the collar?” you’ll know that people are having issues or concerns about the collar staying on. The product team then might have to create a no-slip feature to ease this fear among potential customers.
If you want your FAQ to be extremely thorough, which it should be, you can link to resources within your FAQ for your customers to find out more information. Whether you link to a blog that goes into more detail or a product page, this content helps the shoppers get the full story before making a purchase.
Having all of these resources also shows that you care about your customers’ happiness, and it will make them stay on pages longer and explore other pages that they may have missed otherwise.
When looking through negative reviews, there’s almost always one thing in common— the problem could’ve been avoided.
For example, there’s always anger and confusion around e-commerce return policies. These issues are easily avoidable with a comprehensive section about questions relating to returns on an FAQ page. Instead of directing people to a support line, direct them to the FAQs. They’ll be happy to find an answer and avoid the phone call.
In order to take full advantage of your FAQ page’s ability to improve website SEO, create one page with all of the questions and then link out to dedicated pages that answer each question in more depth.
Creating this web of connections will make search engines very happy, and when shoppers are googling questions about your product they will be directed to your dedicated page. Addressing these questions on separate pages will also help your URL appear when people are looking for answers about the competitors’ product or service.
Once you become a search result for a query about your competitor, you can convert these shoppers by directing them to your homepage or product page after they get the answer to their question.
Learn: E-commerce SEO can be tricky to master. Learn the importance o