An FAQ, or Frequently Asked Questions, page, quickly answers the most popular questions customers may have when considering placing an order or after they place an order on your website. The purpose is two-fold: customers can quickly get answers to their questions, and your team gets to cut back on time spent answering the same question over and over.
Similar to About Us pages, FAQ pages are often overlooked by merchants on ecommerce websites. Your FAQ page should be considered part of the overall customer experience.
Do I need an FAQ page?
Do you ship items? Have you ever or do you ever expect to initiate a return? If you answered "Yes" to any of these questions, there's a really good chance that your store would benefit from having an FAQ page.
Now, don't get me wrong – it's extremely helpful to have this information displayed throughout your website and not just on one page. For example, you should include quick links to your shipping & return policies (and a succinct version of this text) directly on the product page. If there are questions relevant to a specific product (e.g. caring for jewelry), it's a great idea to have this information directly available on the product page as well.
What are the best practices for a good FAQ page?
Here are some quick tips to consider as you prepare or revisit your FAQ page:
Ask questions from the perspective of the customer.
Ultimately, the FAQ page is for your customer, so it should be framed as if the customer is the one asking questions. Here are a few examples of a good and bad way to phrase your FAQs:
|Good Question||Bad Question|
|What is your return policy?||What is our return policy?|
|How should I care for my jewelry?||How should you care for our jewelry?|
|My item arrived damaged. What should I do?||What should you do if your item arrives damaged?|
Note the usage of "I" and "My" when referencing the customer and "Your" when referencing the business.
Keep your answers short and to the point.
The best question is answered quickly. The more time a customer has to spend reading a response to a question they have, the more likely they are to get distracted or bored and leave the website. Be as clear as possible in as few words as possible.
Maintain a positive attitude when framing your questions and responses.
This is especially important if the question you're answering is negative in nature. Show empathy in your responses wherever applicable. For example, when addressing how to reach you if an item arrives damaged or something is wrong with the order, include a phrase such as "We're happy when you're happy" or "We want you to be 100% satisfied with your order". Show you care.
Group your questions by category.
The more questions you have on your FAQ page, the more important it is to have your questions grouped by topic. This will make finding the answer to a customer's question much easier. Some categories you may introduce are "Orders", "Shipping & Returns", "Care", and maybe a "General" category that provides more information about who you are as a company.
Display your questions and answers in an accordion format.
Hide the answers to the questions until a customer clicks on the question. Displaying both questions and answers could leave the customer overwhelmed by the amount of information they are shown at one time.
Include contact information or a link to chat.
If a customer's questions aren't immediately answered by the list of questions you have on your FAQ page, make it easy for customers to find a way to ask follow-up questions. Include some text encouraging customers to follow up if they do have additional questions. You're happy to help!
When thinking about the overall customer experience, the FAQ page is often forgotten about. It's seen as an additional extra once you've perfected your About Us page and product descriptions, but if used strategically it can make all the difference to potential customers.