How to Write, Design, and Maintain a High-Converting E-Commerce FAQ Page
How to Write, Design, and Maintain a High-Converting E-Commerce FAQ Page
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Determine the Right Questions.
- The F in FAQ is a short form of frequently, so pay attention to questions that are asked by customers and not those that you come up with.
- Check social media and reviews to discover shared points of concern or confusion.
- Take advantage of keyword research: Use such tools as Google Autocomplete or Answer the Public to find out what potential customers are searching online.
- Cover essential issues: You need to cover general e-commerce issues, like:
- Orders: order status, lost/damaged, pre-orders.
- Payment: accepted, gift cards, financing.
- Refunds: policy of making returns, how to make a return.
- Product Information: sizing, materials, exclusive advantages, and product use.
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Write Effective Copy
- Your copy must be supportive, brand-related, and without any complications.
- Answers should be brief in one or two sentences or even a brief paragraph. Make sure to avoid technical words.
- Show the information in the form of a simple question and answer, make sure to write the question in the perspective of the customer (e.g., what can I do to track my order?), and then provide a response.
- Be funny or casual with your brand voice on the FAQ page so that you earn trust and familiarity.
- Create internal links to other related pages, such as your return policy or product-specific pages, to provide more information and optimize search engines.
- Include illustrations: In complicated directions (which is the case with using a product), it is possible to include short video lessons.
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Design and Organisation
- Your FAQ page structure is a key to a positive user experience (UX).
- Arrange by category: Sort questions thematically (ex, “Shipping,” “Payments,” “Returns). When you have numerous questions, it would be good to use a search bar or sections about different issues.
- Feature the most common questions at the top of the page.
- Place an opening to the list of frequently asked questions where everybody can see it, either on the main menu or at the bottom of the page.
- Use a clean design. Including headings and accordions or collapsible sections to enable one to scan the content is advisable.
- Make a way to contact the support, in case a user is unable to find an answer.
Great breakdown!
You have pointed out the most overlooked yet crucial steps towards developing a high-performing FAQ page. I particularly support your point of listening to actual customer questions rather than creating your own. That in itself can severely lessen the support tickets and build user confidence.
A few extra thoughts to add:
1. Make FAQs Conversion Opportunities.
An informative FAQ is not only written well, but it can help the consumer make a purchase. Micro-conversion can be achieved through the addition of some minor CTAs (such as “View size chart” or “See our bestseller in this category”).
2. Keep FAQs Updated
Customer concerns evolve. Establish a practice of updating the FAQ page monthly or quarterly. Add new questions based on the support tickets queries, social DMs, and live chat logs.
3. Optimize for Voice Search
As a number of users are now asking questions verbally (e.g. How do I track my order?), Try to create FAQs in natural, conversational language. This is more likely to put you in voice-search results.
4. Track FAQ Page Performance
Use analytics to see:
- What questions receive the highest clicks?
- Where users drop off
- What they search in the FAQ page search bar.
These insights can be used to improve your product pages and even support you in creating new content to target your audience.