âImagine stepping into a store, eager to find answers, only to be met with endless rows of shelves and no sign of assistance.
Thatâs what navigating an unoptimized FAQ page feels like in the digital world.
Your FAQ page should be a beacon of clarity and convenience, not a labyrinth of frustration.
Too often, itâs pushed to the depths of the footer or buried in convoluted menus.
This blog will help you rethink how your FAQs are positioned and presented.
Are they a seamless part of the shopping experience or an afterthought?
By strategically placing and refining your FAQ section, you can transform it from a mere necessity into a powerful tool for enhancing customer satisfaction and reducing abandonment.
Dive into these actionable insights to ensure your FAQs not only answer questions but also guide customers effortlessly through their journey.
17 hacks to ace your FAQ optimization
Optimize your FAQs
Rethink the FAQ page
Place your FAQs where they matter
Optimize your FAQs
1. Go visual to solve for complexity
If the answer is complexâbreak it down into simpler words.
And if words canât explain clearly, add visuals.
You can include infographics to visually explain processes or concepts, such as a flowchart showing the steps to return an item.
Add concise, step-by-step videos to demonstrate procedures or product features, like a tutorial on how to assemble a product.
Utilize diagrams or screenshots to illustrate detailed explanations, such as showing screenshots of checkout steps or error messages.
Bonobos adds the design of their apparel as diagrams for shoppers to understand the fit better.
2. Text-wrap your answers
Ever wondered why some FAQ pages feel overwhelming while others guide you smoothly through the content?
The way you present your answers makes all the difference.
Users want quick answers but also need the option for more detail.
By text-wrapping your answersâoffering concise information with the choice to "Read More"âyou can cater to both preferences.
This method keeps your FAQ page streamlined and user-friendly, while still delivering depth when needed.
3. Ask for feedbackâalways
A static FAQ section risks becoming outdated if you donât know what users think.
Including a feedback option after each answer ensures your FAQs remain relevant and helpful.
By consistently collecting and acting on feedback, you can refine your content, address any gaps, and demonstrate that you value your customersâ input.
Add a clearly visible feedback button or link immediately below each FAQ answer, inviting users to rate or comment on the helpfulness of the information.
Offer simple feedback choices.
Provide straightforward options, such as thumbs up/down or âWas this helpful?â with space for additional comments if users wish to elaborate.
If possible, provide a thank-you message or confirmation that their feedback has been received, ensuring users feel heard and valued.
4. SEOâDonât do it!
There is a lot of advice out there to SEO optimize your FAQs.
But that is more harmful than useful.
You donât want your FAQ pages to rank.
Imagine if your shoppers land on the FAQ pagesâthey are not likely to convert.
Instead, focus on using FAQs as a support tool to address concerns that arise during the shopping process, keeping customers moving towards a purchase.
5. Make navigation easy
An instant turn-off would be if users are required to dig through multiple pages to find related information after reading an FAQ answer.
What you must do is integrate links within your FAQ answers to relevant product pages or policies.
When you integrate links, you streamline the user journeyâmaking it easier for customers to access additional details without unnecessary clicks.
Include hyperlinks within FAQ answers that direct users to related product pages or specific policies, such as linking to âReturn Policyâ from a question about returns.
Ensure the anchor text for links is descriptive and relevant, like âLearn more about our shipping optionsâ instead of generic terms like âClick here,â to give users a clear idea of where the link will take them.
6. Increase the readability of your FAQs
Solid chunks of information are always a big no.
Break down information into bullet points to make it easier to read and quickly grasp key details, such as steps in a process or features of a product.
Use headings and subheadings to organize answers into sections, allowing users to easily navigate to the specific information theyâre looking for.
You can also use highlighted callouts or boxes around important information to help key points stand out and catch the readerâs attention.
Rethink the FAQ page
7. Format your FAQ page right
Choosing the right FAQ page format can dramatically affect how quickly and effectively your customers find the information they need.
Each format caters to different needs and user behaviors, so selecting the right one could be the difference between a satisfied customer and a lost sale.
The first format to consider is links to questions.
Use this format when you have a large number of questions and need to provide clear organization.
It is ideal for categories or subtopics where users can quickly navigate to specific information.
It works wonders when FAQs are divided into distinct sections like âShipping,â âReturns,â and âProduct Info.â
If links donât suit your needs then consider collapsible FAQs.
This is the best when you want to keep the FAQ page clean and avoid overwhelming users with information.
It is ideal for pages with few to moderate FAQs where users can expand sections as needed.
No matter which format you choose, donât forget to organize your FAQs by category.
8. Take your FAQ search to the next level
Imagine a visitor on your site, struggling to find answers amidst a sea of information. What if you could transform their search experience into something effortless and intuitive?
Now implementing a search bar is one thing but you can take the user experience a notch higher.
Implement a search bar that displays suggested FAQs in real-time as users type, helping shoppers quickly refine their query and find relevant answers.
Ensure the search algorithm prioritizes FAQs based on the most common or closely related questions to provide the most useful suggestions.
Program the search bar to recognize and suggest results for synonyms or related terms, making it easier for users to find answers even if their query isn't an exact match.
9. Provide options for further assistance
Now letâs say that your shoppers couldnât find the answer to their question in your FAQs.
Or your FAQ didnât have all the information they wanted.
To keep them from getting frustrated and abandoning your site, add a âContact Usâ option on the FAQ page.
Display your customer service operating hours, so users know exactly when they can reach out for help.
Include specific response times for different types of inquiries (e.g., email, chat, phone) to set clear expectations for users.
Check how Nike has placed their contact details beside the FAQ.
10. Highlight the popular questions
As an eCommerce business owner, you have been through the learning curve where you know what are the most common concerns that your customers might have
Highlight these on the top of your FAQ page.
This helps shoppers find their answers quickly.
Pick perhaps the top 5 questions and place them on the top.
11. Use breadcrumbs
By integrating a clear, well-positioned breadcrumb trail, you provide users with a seamless way to track their path and access related information effortlessly.
Place the breadcrumb navigation bar directly below the page header but above the FAQ content to keep it consistently visible as users scroll through the page.
Use precise labels for each breadcrumb link, such as âHome > FAQs > Shippingâ to clearly indicate the userâs path and the content of each level.
12. Enable multilingual options for international shoppers
A language selection dropdown is an essential feature for creating a more inclusive and accessible FAQ page. By offering users the ability to easily switch between languages, you ensure that everyone can find the information they need in their preferred language.
Add a prominent language selection dropdown at the top of your FAQ pageâallowing users to switch between available languages with a single click.
Place your FAQs where they matter
13. Feature them prominently in your footer
We all know where we head to when we want to find resources on any eCommerce siteâthe footer.
But if your FAQ is buried within the links in the footer, you are unknowingly creating extra friction.
Make sure to label the FAQ link clearly with the right words like âFind Answersâ or âNeed Help? FAQsâ to encourage clicks.
Position the FAQ link prominently, before legal or privacy links, so itâs not overlooked.
Another good idea is to add icons or symbols (like a question mark) next to the FAQ link to draw more attention.
Check how Warby Parker has gone a step further in organizing their footer. They have created a different âhelpâ section wherein they have placed FAQsâalong with an icon.
14. Place the link where shoppers wonât miss them
When customers are actively searching for answers, they shouldnât have to dig through your site to find help.
And placing FAQs on your navigation bar does exactly that.
Position the FAQ link on the right-hand side of the navigation barâclose to the cart or login buttonâwhere users naturally look for assistance.
Use a dropdown under the FAQ link to direct customers to specific sections like Shipping, Returns, or Paymentâreducing the need for excessive searching.
Ensure the navigation bar is stickyâso it remains visible as users scrollâmaking help accessible at any point on the page
Zapposâ navigation bar is very intuitive. They place all their shopping links on the left and their FAQ link on the rightâmaking it easy for shoppers to find what they are looking for.
15. Plug them into your chatbots
Here we are talking about instant help without the shoppers having to move an inch on your website.
Program your chatbot to offer FAQ responses based on common customer queries, providing immediate assistance without human intervention.
Include a keyword-triggered option where customers can type a question and receive a relevant response directly from the chatbot.
You can also use chatbots to guide users to specific FAQ sections by presenting related topics based on their inquiries.
What Casper has done is they have integrated their FAQs in their chatbot and the keywords in the question asked trigger responses.
16. Place your FAQs directly below the buy section
When customers are exploring product details, having a clutter-free page along with all the questions answered is gold.
Keep your FAQ section directly under the product details.
Use clear, actionable headings like âProduct Detailsâ or âCommon Questionsâ to label collapsible sections, making them easy to find and navigate.
Make sure to only add FAQs pertaining to the product on the page.
17. Integrate FAQs on your cart page
Your cart page is a critical touchpoint where customers are finalizing their purchase decisions.
Integrating FAQs on the cart page can address last-minute concerns and reduce abandonment.
Add a âNeed Help?â button next to the checkout button that expands to show FAQs related to checkout issues, such as âHow do I use a promo code?â or âWhat payment methods are accepted?â
Position the FAQ link or section above the order summary but below the cart items, ensuring itâs visible without scrolling too much or disrupting the cart view.
Ensure the FAQs are tailored specifically to common cart questions, such as âCan I change my order after placing it?â or âWhat happens if my payment fails?â to address potential last-minute concerns.
Also read:
23 Ways to Boost eCommerce Homepage Conversions (2024 edition)
Get more conversions from Search Results page - 15 proven ideas
Build high-converting category pages (13 ideas + great examples)
Final words
98% of visitors who visit an eCommerce mobile storeâdrop off without buying anything.
Why: user experience issues that cause friction for visitors.
And this problem Convertcart solves.
We've helped 500+ eCommerce stores (in the US) improve user experienceâand 2X their conversions.
How we can help you:
Our conversion experts can audit your siteâidentify UX issues, and suggest changes to improve conversions.
Frequently asked questions
1. How do I decide which FAQs to feature prominently?
Analyze customer inquiries and highlight the most common questions at the top of the page or in a dedicated âTop Questionsâ section. This saves users time by addressing the most relevant concerns first.
2. What does a good eCommerce FAQ page look like?
An effective FAQ page should include a clear and concise introduction, questions and answers divided by categories, links to additional resources, and a search function to help visitors quickly find the answers they are looking for.
3. How long should FAQs 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.
4. How can I ensure my FAQ page addresses customer concerns effectively?
Use tools like heatmaps or site search analytics to identify what users are searching for. Prioritize those questions and ensure the answers are concise and actionable to address customer pain points directly.
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