FAQ for e-commerce: why is it so important to increase sales?


Let’s start with the acronym: FAQ is short for Frequently Asked Questions. When dropped within an e-commerce, a FAQ page corresponds to a section of the online shop-with varying length of text-that collects answers to all those questions that users ask most frequently. So, if well researched and constructed, this resource plays a key role inincreasing the visibility of the shop and, above all, the degree of user satisfaction-which, we know, is the key to increasing sales and customer loyalty. For these reasons, creating an FAQ page for e-commerce is a key step in the overall web marketing strategy.

The advantages of the FAQ page for the online shop

As mentioned, having a section of the shop dedicated to answering the questions that visitors ask most frequently can bring several benefits, in several respects. Among them:

  • Increased organic visibility – A FAQ page, if well optimized from an SEO perspective, can achieve excellent search engine rankings, going on to increase the overall organic visibility of the e-commerce. Be careful, though. For it to be functional for this purpose, the resource should in fact contain all those answers to queries related to the shop’s business sector, which can then help the site rank more easily. Although Google’s algorithm is very complex, its purpose remains very simple: to give an answer–functional and quality–to users’ questions. And this is precisely the direction in which a FAQ page should move in order for it to be rewarded by the search engine.
  • Increase e-commerce conversion rate – Insiders know: within a purchasing process, the check-out phase is always the most delicate. In fact, at the percentage level, users abandoning the shopping cart due to lack of clarity and useful information is quite high. Can the goods be returned? What are the costs for overseas shipping? How does installment payment work? And this is precisely where the FAQ page for e-commerce comes in: in fact, this is the right place to fully resolve all the doubts that users have just before proceeding with payment. So, a well-optimized FAQ page can remove most of the obstacles that stand between the user and conversion. It generates trust, makes the e-shop more reliable and–often–convinces potential customers of the honesty of the services.

Obviously, it is not enough to create an FAQ page. Instead, for it to be effective, it is necessary to create a structure optimized according to the type of e-commerce, business and target audience to which the shop is directed.

How to create and build an FAQ page for e-commerce

Rule #1: The FAQ page is not the place to advertise. No promotional activities, no self-referential phrases. The user must be placed at the center: for this reason, to build an FAQ page for e-commerce, it is necessary to include only those answers-from the most common to the most trivial, passing through specific and detailed clarifications, but always pertaining to real cases-that can solve the doubts of one’s potential customers.

But what are the most common user questions? The key is to combine the customer care experience with detailed, in-depth keyword analysis. Only in this way is it possible to identify the queries most sought after by users, which need to be answered in a detailed, specific-and, above all, clear, sincere, and professional manner. Never ramble, never use language that is difficult to understand.

In general, an effort to empathize is almost mandatory: the advice is to identify with your customers and always use the same tone of voice, based on the brand and demographics of your audience.

Nothing prohibits the use of images, tables and buttons within the text as well, to make the FAQ page more intuitive and effective. On the contrary, creativity and originality are always rewarded, but without having to sacrifice order and clarity. Better to break down questions into thematic blocks so that customers can intuitively find the answer. The space devoted to FAQs should, however, always be uncluttered: it is preferable to divide this section into blocks to simplify customer research.

Last step: monitoring. Once built, we need to give time for our e-commerce FAQ page to be indexed and ranked by search engines. Once a good number of visitors have been reached, it is always useful to proceed with an analysis of the data using tracking tools to understand what the actual feedback from users is. The strategy, over time, can change, as can the needs of the users who, let us remember, must be the protagonists of the FAQ page.

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