What is PIM? Product Information Management (PIM) is a multi-channel tool that provides the support…
Addressing the common questions of your customers is just a part of your FAQ page, not the whole purpose of it.
An FAQ section when made right can be a powerful addition to your website that serves various functions, such as:
- Reducing some of the duties from customer support by openly answering general questions.
- Enhancing SEO and site navigation.
- Gaining trust by displaying product expertise and defining your business model.
- Preventing customer complaints and negative reviews.
Let’s discuss the FAQ page in detail.
What is a FAQ page?
The Frequently Asked Questions is a section of the website where you address some common concerns, queries, and complaints of your customers.
It’s not the same as your About Us page telling the broader story behind your brand. The FAQ section deals with the details. It’s the go-to stop to obtaining answers to specific issues regarding your product or business operation. It also acts as the first point of contact for customers searching for solutions before directly reaching out to you.
The FAQ page can serve customers at distinctive parts of the purchasing journey when used right—whether they’re in the stage of consideration looking to learn about your product or an existing consumer troubleshooting a problem.
In general, an FAQ page lessens the overall stress of buying online—and that goes a long way in getting fickle customers to purchase from you.
When is an FAQ page relevant?
A Frequently Asked Questions page can be an asset or a distraction, based upon how you use it.
So, here are some signs that it’s about time to include a FAQ page on your website:
You may get emails from customers asking the same questions on an ongoing base, so it’s better to address them publicly and prominently to keep the mails from coming.
You may have or intend to design landing/content pages that you can link with and resume the journey from question to conversion.
Your service/product/business put forward the questions and concerns are managed best in a straight forward manner.
Lastly, the FAQ page offers a unique chance to directly address issues and remove obstacles on the track to purchase.
Where to scout for “Frequently Asked” Questions?
Your inbox and support service tickets are the most likely places to look for FAQs. Also, expect to receive some objections that you can transform into questions, especially if the answer will put the mind of your customers at ease.
Consider how to put the right questions strategically to aware the customers about your products and to generate demand.
While selecting the questions for your FAQ section, keep your focus on utility, relevancy, and opportunities to convert that question into a route to promote engagement or conversion.
If you finish up with an exhaustive list of questions, then arrange your questions under the segments like “About the Product” or “Shipping” to fast-track your visitors to navigate. You can refer to Pepper, for instance, has categorized its FAQ in lists precisely so that users can find the answers they need.
In case you don’t have any customer support tickets or emails for reference, explore the FAQs of your competitors. Check out the product reviews for the items in your niche. Also, examine forums like Quora or Reddit to comprehend what sorts of questions people are.
How to answer your FAQs?
Positioning your answers is key, even if the query is about a potential lapse in your product or business. Wear your PR hat and give a silver lining to your answer.
Make sure you’re not dropping your audience by providing your audience more than what they need while showing authority through the gravity of your answers.
Draft your questions from the perspective of your customer and answer from the perspective of your business, such as, “You should…” or “We provide…”. Tattly does a fabulous job by using its customer’s voice to phrase the questions while maintaining transparency.
Keep your focus on clear communication, following the goal you want to achieve with every question of your FAQ.
Focus on addressing a concern about purchasing, educating your customers about your business model, troubleshooting a common issue with your product while drafting your answers.
Make use of videos or images to supplement your answer. If it serves in establishing your brand, you can even think of sprinkling in a little personality to please your customers with a handful of “fun” questions and answers.
An often-overlooked opportunity with several FAQ pages is closing your answer with a call to action linking to other pages that push the visitors back into your funnel.
Consider what the subsequent move would be for anyone interested in a particular question and try to fuse a link of the relevant page or section of content that leads them ahead on their journey as a customer.
Can a FAQ segment help with SEO?
Numerous sites address a FAQ section as an independent page that uses a question and answer format to impart information. While this serves the most fundamental role of an FAQ page, to lessen the friction on the route to purchase, you can also make an FAQ section with pages dedicated for each answer to design a more search-friendly segment of your website.
By hyperlinking inquiries to a separate page, you can help your questions surface each answer in search through your site or Google. Even if your audience is not searching for any topic associated with your brand, they might find your content or landing pages, which you have optimized for specific search queries while looking for answers via Google.
For instance, the FAQ page of MVMT Watches that leads to a separate landing page for more substantial answers to questions related to the location of their store and full return policy. They have tabbed the separate sections dedicated to shipping, return policy, and how to reach the brand. FAQ pages structured like this can be found through Google when prospective customers search for this information.
Where should I put my FAQ section?
Well, it entirely depends upon the purpose of your business. If customer service is the heart of your business, you might require to create a perfectly concretized support center or “help desk” employing Zendesk or HelpDesk, with an FAQ incorporated as a section of your customer support flux.
But if you’re trading goods or services that might generate a lot of questions, it might be enough to notably display a link to a FAQ page in the navigation of your website to focus on diminishing purchasing concerns for visitors. Like, WaterAid links their website to the FAQ page from the main menu present in their About section.
You can also blend a FAQ page directly into your product pages. Or you can make it a part of your product descriptions or place it towards the foot of the page like Speak Skincare has highlighted their FAQ page in their footer. Santa Cruz Bicycles has done this with their products, utilizing FAQs that are explicit to the featured product.
FAQ page template
Just like the template of an about us page, there is no comprehensive template for the FAQ to adopt. But there are some basic questions for every industry. Given below are some of the important ones for eCommerce:
What is the return policy?
How do I make modifications to an order I’ve already placed?
What are the foreign/international taxes, duties, etc. that I have to pay?
When will I get my order?
How is the product manufactured?
What should I do if I never got my order?
What are the shipping choices?
How do I reach your company if my inquiry isn’t answered here?
Where do the materials for manufacturing come from?
What should I do if I received a faulty/defective order?
After having the basics, delve deeper into your business explicitly. It is where the insights from customer support tickets and email come into action.
Safety and security
Make sure the information saved by your customers is safe and secure. It’s also necessary to address many common issues or questions about the safety of the product itself. Bootea, for instance, addresses the concern with the detox products when it comes to pregnancy.
Offer support for new and existing consumers equally. Help them learn how to create an account and access it anytime later. Also, focus on basic account management tasks, like resetting the password and updating payment details.
Product features and brand promises
Recognize the differentiator of your brand or product, and the queries all the customers have regarding that and use the FAQ’s to reiterate your message. Many cosmetics names, use their FAQ pages to reveal about cruelty-free products and the inquiries customer have about that.
Using the product
Take advantage of your FAQs to not only convince prospective customers but also to support customers who’ve made a purchase. Answer queries meant to get started with the product, focusing on issues that customers might have while using it for the first time. Check out Aframark in case you are looking for some real syndicating Q&A solution for your eCommerce business.
Answer questions to decrease customer frustration
If you crave to get the most out of your FAQ page, you require to discover where it weighs most in the customer journey: when potential customers are considering making a purchase and when existing consumers are going to reach you.
You might observe most FAQ pages buried at the base of a website’s footer, but it is better to incorporate it into your site as a section of your Contact Us or Support page to assure it gets discovered easily. It’s also necessary to keep updating your FAQ page eventually with time as new customer concerns keep coming up or as new possibilities emerge to link to other pages in your inquiries and continue the customer journey.
The FAQ page is usually a second thought for many websites. But, when used strategically, it can add plenty of value in various ways, from lessening the load on customer support to mitigating purchasing concerns. So, are you taking advantage of yours?