Tetiana Shataieva
Dec 28, 2022 | 9 min read

A good FAQ page is a great asset for any customer-facing website. However, for eCommerce, it often becomes a critical component that can influence purchase decisions. So, let’s see how to make an eCommerce FAQ section for your website to boost conversions and sales.

Why is an FAQ page important for an eCommerce website?

More than 50% of customers abandoned their purchases due to bad service. FAQ, being one of the customer service resources available to businesses, can improve the situation significantly in more than one way:

Better user experience. Through an FAQ page, you give customers complete information boosting their trust in your business and making them comfortable while they shop with you. As a result, their overall experience is better.

Optimization of customer service expenses. One of the advantages of online stores is that they cater to customers in any region and time zone. However, your support team may not be available 24/7, which may result in some lost sales, if customers cannot find the information they need. In fact, a survey showed that 52% of online stores only offer customer support 9-5 Monday through Friday. 

An FAQ page may resolve some of the customer issues without the need to expand your support team. Include it in your plan of building the best eCommerce customer service.

Higher conversion rate. Online shopping is usually quick with only minutes passing from opening the website to checking out. Unless it is a house or a vacation, people tend to make decisions quickly, sometimes, even impulsively. However, this impulse may be ruined by unclear delivery or return terms. If customers cannot find the information they need quickly, they might just leave.

A good FAQ page can save the day by providing the details people need when they are already standing at the checkout with money in their hands. It will clear away any doubts they might have and inspire confidence.

Increased website traffic through better SEO. eCommerce FAQs can drive traffic by capturing organic searches. People nowadays search by asking complete questions, for example, “How to upgrade to another subscription plan?” This is a ready-made question to use in an eCommerce FAQ list which may boost your SEO ranking.

How to build an effective eCommerce FAQ page?

If you want to create an FAQ page that can promote an online store and bring more customers to you, I have collected some tips to boost your inspiration.

  1. Choose the right tool to build your FAQ page

Your approach to creating an FAQ page depends on the tool you choose. Many eCommerce websites are built on special platforms, such as Magento or Shopify. Usually, such platforms support various features that enhance web store functionality and user experience, FAQ page included.

For example, there are Magento extensions that allow you to integrate a branded FAQ page into your eCommerce website. See, for instance, the extension by Mageplaza that includes a customizable FAQ page builder with multiple features you can leverage.

Mageplaza_faq

On the other hand, you can opt for a dedicated customer relations platform where you can build complete help centers including a communication hub, a knowledge base, and an FAQ page. If you choose, for example, HelpCrunch’s knowledge base tool, you can create FAQs aligned to other customer service resources and manage from a single point.

HelpCrunch_faq

2. Implement a simple and clean design

While planning your FAQ page design, make sure that it does not distract the customer but, instead, provides quick and clear answers. Customers should not find themselves lost on your FAQ page, they should see what they need immediately or get there in a couple of mouse clicks.

3. Think about what you should include

Depending on what you offer in your online store, the questions you include on your page may vary (tip: monitor the questions your support agents get, they will surely give you ideas).

At the same time, there are questions that apply to most eCommerce websites – they concern the majority of online buyers:

  • How do you deliver?
  • How can I exchange or return your product?
  • Is payment secure?
  • How can I track my order?

Think of providing answers to these and other most popular questions and placing them prominently on your FAQ page. Customers should be able to get information immediately to return to their buying process. 

However, use FAQs only for short pieces of content answering direct questions. For more detailed topics, a knowledge base is a better place. Because what is a knowledge base? It is a complete library of information about your brand, product, policies, and procedures. 

4. Organize questions and answers in categories

By placing questions into categories, you can ease the process for users considerably. They can immediately navigate to the section of their interest and find an answer without browsing for ages.

A good practice is placing the most frequent questions directly on the eCommerce FAQ page with categories following them below. This way, the user journey across your help center becomes even quicker.

Nike_faq
FAQ section example from Nike

5. Use media to supplement your answers

Sometimes, it’s better to show than to explain. If you are drafting an answer to a question about a procedure, think of using a video or animation to demonstrate it. In fact, our brain processes visual images 60,000 faster than text, therefore, you can expect to get your message across through graphics or video much better than through words.

Most FAQ management software support different media files in FAQ content, so use them to increase the effectiveness of your support resources.

6. Implement a search mechanism

In addition to categories and featured questions, it gives users an opportunity to search for the information they need. Add a search engine allowing customers to type in keywords and obtain matching questions and answers.

Such a solution may be helpful if you have a large base of frequent questions that may take long to browse. Keyword search will shorten the list of results to the ones that fit what the user is looking for.

7. Maintain your branding across the FAQ page

Your FAQ page is a part of your solid company image, and it should immediately manifest itself as such. Apply your corporate style and branding to the design and phrasing of the FAQ page to make all your support channels look the same and speak the same voice.

A good idea may be to use a knowledge base platform to create the FAQ page, too. This way, you will maintain consistent structure and terminology between the resources and can synchronize their maintenance and updates.

eCommerce FAQ page examples to draw inspiration from

Now that we’ve looked at how you can build an eCommerce FAQ page that helps both your customers and yourself, let’s look at some examples of effective FAQ pages that show how these techniques can be implemented.

Adobe Store

Adobe’s FAQ page seems rather bland with its simple black-and-white design. At the same time, it is an example of how clean and effective a help page may be. Questions are grouped by categories with the most common buyers’ inquiries addressed.

The FAQ page is not cluttered with extra content and is designed to serve the sole purpose of providing quick answers to people who are in the process of purchasing a product or just completed a purchase. In addition to showing the most popular questions, the page also offers a search bar where users can look for information in the whole Adobe Support center. 

Gymshark

This sports and fitness apparel brand groups its FAQ questions into categories with the most popular ones featured separately. If you click a category tile, you can see some of the questions from it plus a link to the whole list. 

By the way, did you notice the Black Friday Sale question? Black Friday happens once a year, so it is an indicator that the brand updates its FAQ page regularly adding questions that might be interesting to customers at different times.

H&M

This clothing chain with multiple offline locations and an online store maintains an extensive FAQ page that contains useful information for customers regardless of their shopping method. For those who prefer brick-and-mortar shops, the page offers a store locator. For online shoppers, it provides information about placing orders, making payments, return and exchange policies.

H&M uses graphics to enhance the content of its FAQ articles. For example, the Sizeguide section contains images showing how to take measurements to ensure a correct fit. Indeed, such things are better shown than explained in words.

Bang & Olufsen

The FAQ page of this audio equipment manufacturer meets the visitor with a set of topics grouping the most popular questions and answers. You can proceed to the topic that interests you right now, for example, Payments or Transport and Delivery.

The clean and intuitive design of the FAQ page helps customers navigate the help topics easily. A separate topic is dedicated to Bang & Olufsen products to provide instructions on how to connect and use the speakers.

Moleskine

This stationery and accessories manufacturer uses a number of FAQ-building techniques to create a convenient and useful help resource. You can search for the topic you need, view featured questions, or browse categories.

Moreover, Moleskine implemented not one but two categorization principles. You find a standard set of categories common to eCommerce websites – Shipping & Delivery, Return & Refund, etc. – as well as categories dedicated to the type of products the brand produces. You can jump directly to questions related to notebooks or writing tools to find the information you need.

Moleskine_fa Moleskine_faq q

Bobbi Brown

At the first glance, it may seem that Bobbi Brown’s FAQ page is nothing special. However, I chose it for this collection for the Live Chat link that you find in each FAQ article. This cosmetics brand not only implements a sleek and transparent design of its help page but also offers an option to connect to the support team immediately if the information in the FAQ article is somehow not enough.

This way, Bobbi Brown created a comprehensive help resource with self-service options backed up by a support communication channel – an ultimate customer engagement solution.

Bobbi Brown_faq

Twinings

The FAQ page of this English tea brand speaks the language of its customers. In addition to convenient categorization, the questions are phrased exactly as customers would phrase them.

“I won’t be at home to accept the order, what should I do?” – this is precisely what you would type in the Google search box. In addition to a great customer experience, such a technique gives a powerful boost to the brand’s SEO bringing it up in the rankings.

Twinings_faq

Starbucks

Starbucks maintains a separate FAQ page for users of its mobile app. To help them in the most common situations, Starbucks uses video tutorials that are available on its FAQ page as answers to the most popular questions.

Everybody knows that a picture is worth a thousand words. This coffee company went even further and leveraged the capabilities of video clips to provide instructions to its app users. With video tutorials, the brand makes sure that the guidance it provides is the clearest, thus improving the user experience.

Target

Target’s FAQ page takes a very practical approach to customer questions. It greets them with “What would you like to do?”, thus suggesting the intent with which the visitor came to the help page.

Target maintains a rather extensive FAQ library with topics grouped into categories for easier browsing. The most popular categories and questions are featured at the top of the page with a complete list of available categories following below.

This way, the user is guaranteed a quick and easy journey across the FAQ page to find the information they need right now.

Let’s give answers people look for

FAQ pages are created for a reason – they carry a large chunk of the customer service load. If you set up your FAQ page in a way that really helps users, you both make many customers happy and reduce the volume of work for your support team. I hope the tips and examples I gathered in this post give you the inspiration to create a great FAQ resource that works.

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