17 Proven Ways To Perfect eCommerce FAQs

‍Imagine stepping into a store, eager to find answers, only to be met with endless rows of shelves and no sign of assistance.

That’s 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, it’s 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 complex–break it down into simpler words.

And if words can’t 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 answers—offering concise information with the choice to "Read More"—you can cater to both preferences.

This method keeps your FAQ page streamlined and user-friendly, while still delivering depth when needed.

3. Ask for feedback–always

A static FAQ section risks becoming outdated if you don’t know what users think.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 customers’ 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 “Was this helpful?” 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. SEO–Don’t do it!

There is a lot of advice out there to SEO optimize your FAQs.

But that is more harmful than useful.

You don’t want your FAQ pages to rank.

Imagine if your shoppers land on the FAQ pages–they 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 journey–making 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 “Return Policy” from a question about returns.

Ensure the anchor text for links is descriptive and relevant, like “Learn more about our shipping options” instead of generic terms like “Click here,” 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 they’re looking for.

You can also use highlighted callouts or boxes around important information to help key points stand out and catch the reader’s 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 “Shipping,” “Returns,” and “Product Info.”

If links don’t 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, don’t 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 let’s say that your shoppers couldn’t find the answer to their question in your FAQs.

Or your FAQ didn’t have all the information they wanted.

To keep them from getting frustrated and abandoning your site, add a ‘Contact Us’ 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 “Home > FAQs > Shipping” to clearly indicate the user’s 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 page—allowing 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 site–the 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 “Find Answers” or “Need Help? FAQs” to encourage clicks.

Position the FAQ link prominently, before legal or privacy links, so it’s 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 ‘help’ section wherein they have placed FAQs–along with an icon.

14. Place the link where shoppers won’t miss them

When customers are actively searching for answers, they shouldn’t 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 bar–close to the cart or login button–where users naturally look for assistance.

Use a dropdown under the FAQ link to direct customers to specific sections like Shipping, Returns, or Payment–reducing the need for excessive searching.

Ensure the navigation bar is sticky–so it remains visible as users scroll–making help accessible at any point on the page

Zappos’ navigation bar is very intuitive. They place all their shopping links on the left and their FAQ link on the right–making 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 “Product Details” or “Common Questions” 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 “Need Help?” button next to the checkout button that expands to show FAQs related to checkout issues, such as “How do I use a promo code?” or “What payment methods are accepted?”

Position the FAQ link or section above the order summary but below the cart items, ensuring it’s visible without scrolling too much or disrupting the cart view.

Ensure the FAQs are tailored specifically to common cart questions, such as “Can I change my order after placing it?” or “What happens if my payment fails?” 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 store—drop 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 experience—and 2X their conversions.

How we can help you:

Our conversion experts can audit your site—identify 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 “Top Questions” 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.