Frequently Asked Questions or FAQ pages are an important component of any e-commerce site. As the term suggests, their main purpose is to preemptively answer common questions related to a business’s products and services, consequently reducing the strain on customer service teams and demonstrating the business’s commitment to customer satisfaction.
In addition to that vital role, FAQ pages also perform other functions for websites. When properly constructed, they can create additional visibility for the brand on search engines like Google and Bing, thus driving organic traffic and bringing down the cost of acquiring new customers.
FAQ pages also make it easier for customers to contact the business through its various phone numbers, email addresses, and social media pages, which create trust and drive positive customer experiences.
Despite their multiple functions, FAQ pages are ultimately about meeting visitors’ needs. Businesses often make the mistake of making FAQs all about themselves, resulting in pages that fail to address the real questions customers ask.
When you’re designing your own FAQs for your startup or small- or medium-sized enterprise’s (SME) e-commerce website, it helps to consider the things that visitors want answers to. Here are a few helpful things that you may want to include in your e-commerce site’s FAQ page:
1. Payment Information
First, explain the internet payment solutions you accept, as well as any attached fees. You may also want to disclose your online payment processing company and the specific solutions you use. For example, if you use Maya Checkout or the associated Maya Plugins from Maya Business, it would be good to mention that in your FAQ.
If you also accept payments over other channels, divulge that information and add details on the payment tools you use. Do you use Maya Invoice Payments or Payment Links for facilitating payments over email and messaging apps? You’ll want to explain what these technologies are and how to use them on your FAQ page.
Doing so will help you earn sales from customers who want their online payment processed through channels other than your e-commerce site.
2. Return and Refund Policies
Detailing your return and refund policies on your FAQ page can help you build trust and avoid negative outcomes with your customers. Clearly outline your return and refund policies, including the process for initiating returns and the timeframes involved.
If you have existing pages that contain your policies in their entirety, be sure to provide links to them in your FAQs. When applicable, explain the benefits of each of your refund options (bank transfers, cashbacks, digital wallets, and the like), emphasizing the ones with the fastest resolution or best online payment processing.
3. Contact Information
Some businesses intentionally leave out their contact details on their FAQs, reasoning that that information is already available on a separate contacts page or at the footer of their website. However, site visitors will not necessarily put in the effort to find this information if they’re already on an FAQ page, and they may leave frustrated if they cannot find what they need.
Given that, there’s an argument to be made for providing contact details on your FAQ pages. List various contact options, such as phone numbers, email addresses, and links to your social media pages, to make it easier for customers to reach out with questions or concerns.
Be sure to update these as they change since outdated contact information can leave your visitors thinking negatively of your brand.
4. Account and Order Creation
Include step-by-step explanations of how customers can create accounts and place orders. Make these explanations as clear as possible, and include images or videos to help guide your site visitors through both processes.
If you have a guest checkout option, be sure to mention it in your FAQ as well. Order modification and consolidation options should also be explained, if applicable.
5. Shipping Information
Providing accurate shipping information can be key to setting proper expectations and improving customer satisfaction. Explain your usual shipping options as well as any fees and taxes that may apply to each purchase. Include delivery time estimates as well as information on how to track packages.
Lastly, mention the delivery service providers you use, as customers may want to get in touch with them.
6. Product Sizing and Dimensions
Lastly, you may want to post size charts or guidance for products that require specific sizing information on your FAQ page. Include dimensions for products that need it, such as furniture or electronics.
If you market to an international audience, provide the measurements in both metric and United States customary units to avoid confusion. Making this information readily available should reduce your product returns and improve customers’ experience on your e-commerce store.
Ultimately, it’s up to you to prioritize which questions you want your FAQ to answer, plus how to order them. Regardless, your FAQ page must contain relevant questions, and it should be designed to help customers find exactly what they want. Consider including features like a table of contents, a sticky menu, or a search bar to help visitors get the answers they need.
In addition, be sure to consult customer-facing employees regularly to better provide new answers to emerging questions. Being proactive about developing your FAQ page will help you ensure that it remains a valuable resource for both your business and your site visitors.