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Maintain an FAQ on the product/collection pages to build trust, improve SEO, and save time on customer support

When they have a critical question, it can prevent your visitors from ordering. By creating and keeping your FAQs up-to-date, you can answer most subjects. This simple tactic will increase your sales and reduce your number of refunds.

What is the process?

Look at your support, ask your sales team and poll your customers to figure out what common questions come back again and again.
Create a global FAQ page for your store and add one on each product page (and on your category page if needed).
Give access to people in your customer support to edit them. Thus, they will be able to maintain them every week.

Why should you care?

By answering common questions in a snap, you will build trust, bring legitimacy, and remove most of the anxieties your customers could have. It is a powerful sales tool that will increase your conversion rate (as it prevents visitors from bouncing by answering their objections) and reduce the number of refunds because someone did not understand something before buying.

By maintaining your FAQs, you will avoid most of your customers to ping your support for common questions (like do you ship internationally?). They will get the answers quickly, and your staff will be able to focus on real questions/issues, which will save you money at the same time.

Your FAQs can provide valuable SEO content when well-written and great internal linking.


What tools will you need?

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How to execute this experiment?

1

Gather some key people from your support, marketing, and sales team in one place and figure out what common questions customers have. It is essential to have some people from these teams when you define these common questions. They probably know better than anyone what type of objections your visitors can have before buying one specific product in one given category.

2

Create a new page on Shopify and start writing your main FAQ page. Make it easy for your visitors to access it by adding it in high-visibility areas like your footer or your header. You can even link to it your product pages with links that open in a new tab (which will create a good internal linking for search engines). Also, make sure to add a final section with some call-to-actions for the more direct means to join you (live chat, email, phone call, etc.) because you could not resolve their last pain point.

3

Your product page might be the last thing a visitor will see before deciding to make a purchase (or lose interest and leave). Thus, you should write and display an FAQ for each one. The EasySlide Accordion app for Shopify will ease this process. You can add your accordion tabs to all your products at once (or just individual ones) and some selected collections.

4

You should treat your FAQ as an ongoing process and update them regularly. Set up a routine with your team and give editing access to the people who can maintain them. This habit will make sure they contain the latest information that your customers need and value.


Key learnings.

FAQs that use accordions are great because you can categorize the questions in a vertical stack, allowing your users to expand each one to reveal the answer. It is probably the best UX to quickly browse the content without much scrolling, which makes accordions perfect for mobile devices. Don't hesitate to spend some time with your designers to improve their aesthetics and readability.

If you end up with too many questions on your global FAQ, you may need to create a helpdesk instead.

We have seen a customer support manager ask new employees to read all the FAQs on the store before starting to work. It helped them to be closer to their customers and more in line with what the company was trying to accomplish.

The FAQ on your product and category pages should not exceed ten common queries. Don't crowd your FAQ with questions that never cross your customers' minds.

It is usually a good idea to add the content of your FAQ as quick snippets/shortcuts inside your customer support dashboard.

Try to avoid any jargon as much as possible. Your customers may not be an expert in your industry. This constraint may be more complicated than you think, as they can look for quick answers for complex and diversified questions.

If you have just started your website, you may not have received any feedback or questions. Here are some common ones in the eCommerce industry: can I return the product? Do you allow refunds? Where do you ship internationally? What are the shipping costs? How long does it take you to deliver my order? What payment methods do you accept? Another solution is to check the Shopify FAQ template generator provided by Gorgias.


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