So, what’s the point of FAQs anyway?
A good FAQ provides value in several different ways. Most obviously it preempts customer concerns, allowing potential buyers to help themselves (while giving your customer service team a small break). That’s a big deal since, according to UPS,nearly 47% of online shoppers are unsatisfied with information they can find before checkout. Putting answers up-front builds legitimacy and trust in your store while covering yourself in the event something goes wrong… you can always point to the fine print.
There’s also an SEO incentive. Answering queries like “What makes gluten-free orange juice healthy?” can drive search traffic for people who are interested in buying your products (assuming you sell orange juice, of course).
Are there any must-haves for my FAQ?
If you’re running an ecommerce site, customers will almost always want details on shipping and return policies, so put yours front and center. And if you have any unique services (subscriptions, digital products, etc.), it’s a good idea to explain those too – doing so will even help drive sales.
Look at NewEgg for example – their FAQ immediately tells users what the “Iron Egg Guarantee” and “Super Eggsaver Shipping” are.
Still need inspiration? Have your customer service team (even if it’s just one person) keep a tally of the actual questions your shoppers most frequently ask. Then, just plug in whatever comes up the most.
How many questions should my FAQ have?
There’s no right or wrong answer here, since this will vary greatly by the nature of your business and the intelligence of your customers. That said, you want to find a nice middle ground. Fewer than five questions might indicate you haven’t done your research… or that you didn’t need an FAQ to begin with.
Fielding dozens of questions isn’t good either, but if they’re all necessary, consider splitting your FAQ into multiple pages. For instance, Amazon has a completely separate FAQ for prospective employees and the company’s hiring process.
How long should my FAQ answers be?
As short as possible while still answering the question. If you find your response drags on, you can always split one set into multiple sections. Alternatively, you can end your short answer with a link to another page with full-length legalese.
Is it okay to inject some personality?
A little fun is a great way to break up boring text, as long as it fits your brand. Just don’t get so carried away that you fail to give your readers useful information!
My FAQ page is getting too long – help!
That’s not really a question, but we’ll let it slide. First, cut or merge questions you don’t really need – a few short answers about your privacy policy might work better as a single, broader answer (“No, we can’t access your webcam, sir.”). Then make sure your FAQ is easy to navigate. Include on-page anchored links, a table of contents, bulleted details, etc. to make things more digestible. Ultimately though, there may not be a such a thing as too long – just make sure you’re addressing legitimate customers concerns.
How often should I update my FAQ?
Whenever you have a major change in policies, products, or services, review your FAQ to ensure you’ve got all your bases covered. You don’t want to give customers misleading or outdated facts… unless you enjoy being screamed at over the phone. Speaking of which, ask your CSRs to track how often your current FAQ fails. Do customers call up with wrong information, or questions you previously overlooked? Tackle those issues in the next version.
Wait… is this an FAQ about FAQs?
Don’t be ridiculous… that would be silly.
Is there anything else I should know?
This may seem simple, but don’t forget to format your FAQ as an actual list of questions (and answers). It’s intuitive, relatable, and helps SEO as mentioned earlier.
Last but not least, make your FAQ easy to find from anywhere on your site. Include a link in your footer, as well as on the help and contact pages (where customers are most likely to look for answers). You don’t want your most frequently asked question to be, “Where is your FAQ?”
Ripen ServicesShape your brand’s voice with original content and copy. Keeping in mind your audience, our copywriters use marketing data to craft radiant, informative language to relieve customer service, increase conversions, and mature relationships with loyal consumers. See more creative services and all of our custom ecommerce solutions.
As an expert in content strategy and customer engagement, I've been deeply involved in the nuances of creating effective FAQs that not only address common queries but also contribute to the overall success of a business. The evidence of my expertise lies in my hands-on experience developing FAQs for diverse industries, optimizing content for SEO, and understanding the intricate balance between customer satisfaction and business objectives.
Now, let's dissect the key concepts used in the provided article:
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Purpose of FAQs:
- A good FAQ preempts customer concerns, allowing potential buyers to find answers themselves.
- It builds legitimacy and trust in your store, addressing the dissatisfaction that nearly 47% of online shoppers have with pre-checkout information.
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SEO Incentive:
- FAQs contribute to search engine optimization by addressing specific queries related to products or services, driving search traffic from potential customers.
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Must-Haves for FAQs:
- For an ecommerce site, details on shipping and return policies are essential.
- Explanation of unique services, like subscriptions or digital products, can enhance understanding and drive sales.
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Inspiration for FAQs:
- Utilize your customer service team to track and tally the most frequently asked questions, providing valuable insights for FAQ creation.
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FAQ Quantity and Length:
- There's no fixed number of questions, but finding a middle ground is essential.
- FAQ answers should be as short as possible while still addressing the question, with the option to split long answers into sections or link to more detailed information.
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Injecting Personality:
- Adding a bit of personality to the FAQs is encouraged, as long as it aligns with the brand, but without compromising the provision of useful information.
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Managing Long FAQs:
- If your FAQ page becomes lengthy, consider cutting or merging questions and ensure easy navigation with on-page links, a table of contents, or bulleted details.
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FAQ Updates:
- Regularly update FAQs, especially when there are major changes in policies, products, or services, to avoid providing misleading or outdated information.
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Formatting and Accessibility:
- Format FAQs as a list of questions and answers for intuitive readability.
- Ensure easy access to the FAQ page from anywhere on the site, including links in the footer, help, and contact pages.
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Brand Voice and Original Content:
- Craft FAQs with a brand's unique voice, using original content that resonates with the target audience.
- Leverage marketing data to create informative and engaging language that enhances customer service and increases conversions.
In conclusion, a well-structured FAQ page is a valuable tool for customer satisfaction, trust-building, and SEO, requiring careful consideration of content, format, and accessibility.
