How to Boost Conversions and Build Loyalty with an FAQ Page in Shopify
There’s no shortage of tactics that can be used to grow revenue in eCommerce. For Shopify users, a combination of apps, a little marketing savvy, and the right content on the right pages can go a long way to lifting conversions and winning you long-time customers.
It doesn’t take dramatic changes to see results, either.
In fact, minor changes with consistent performance testing can yield significant results. We’re talking simple customer-facing changes like altering the tone used, adjusting the placement of content or a call to action, and adding pages like an FAQ to your Shopify store.
In this article, we’ll dig into the benefits of an FAQ page, where to find frequently asked questions, the information you should include in our FAQ, and how to easily create an FAQ page in Shopify.
Do You Need an FAQ on Shopify?
Before you jump into creating an FAQ page you should consider your goals and business needs. Ask yourself if an FAQ page is a necessity.
If the majority of customers are struggling through the shopping experience because information is hard to find, then a list of frequently asked questions is little more than a temporary fix.
Ideally, you want to address the information breakdown and user experience in that situation.
On the other hand, if you have a cleanly-designed Shopify store with a slick UI and find your team regularly fielding the same incoming questions then adding an FAQ in Shopify is probably a good idea.
Why FAQ Pages Work
eCommerce customers recognize support centers and FAQ pages as a means to find information quickly. Most customers don’t mind searching for the information on their own, and an FAQ in Shopify can help them get to the intended destination faster.
A well-crafted FAQ will remove points of friction and guide the customer through your content to the intended point of conversion.
According to Search Engine Journal, an effective FAQ page will:
- Reflect the needs of your audience
- Be designed for more than just SEO purposes and instead covers a broad range of intent (information, transactional, etc.)
- Drive internal pageviews to other important pages
- Frequently be updated based on new data and consumer insights
- Showcase expertise, trust, and authority to your audience
The Benefits of a Frequently Asked Questions Page
Above all else, your prospective and returning customers will eventually have questions about your business, processes, and the products you sell. Ideally, your landing pages in Shopify will have copy addressing the most common customer concerns.
Your FAQ page in Shopify allows visitors to find answers to all questions in one place, whether they’re listed elsewhere on your site or note. By creating this resource of frequently asked questions, both you and your customers will benefit.
1. All answers are in a single place
Customers want to find information as quickly as possible. That’s why most people scan content rather than read in detail. They don’t want to browse the entire site looking for answers.
An FAQ page puts all the answers to the most common questions in a single place, saving your customers a lot of time. So, it’s easier for them to make a purchase decision quickly.
2. Reduced customer contacts
When customers can locate answers to common questions easily, they’re less likely to contact your customer service team. The extended benefit is that it reduces the load on your customer service team due to fewer contacts, along with less time responding to the same questions with similar answers.
Likewise, if a customer has to take the time to contact you for an answer to a question then they’re not completing their purchase. They have to wait for an email or ticket response, or to speak to someone, before they can make a decision.
The FAQ page reduces the need to contact customer support, moving the customer toward a more rapid conversion.
3. Improve customer trust
The more information you provide to visitors the more you display your authority within your niche. A well-crafted FAQ page in Shopify shows prospective customers you know and understand the complex issues they face when shopping for specific products online.
The quality of your answers and willingness to address them is proof of your willingness to help simplify the experience. When a customer feels like you’re transparent and on their side, trust will grow.
According to Baymard’s 2018 data on Reasons for Abandonment During Checkout, 17% of abandonment is due to trust issues. There’s an opportunity to use your FAQ to improve trust and reduce purchase anxiety.
4. Alleviates purchase anxiety
Some consumers don’t make purchase decisions easily. They’ll go through a great deal of research before clicking “buy now”. With an FAQ page, you can relieve some (or all) of their purchase anxiety that’s not clearly addressed on the product page or during the checkout process.
Security is major concern for customers, and more consumers are checking to ensure their transactions are secure. It’s no surprise given how many companies have had data breaches.
According to global digital security firm Positive Technologies, “cyberattacks increased 32 percent in the first three months of the year and 47 percent during the April-June period, compared to the same periods in 2017.”
With more than 50% of customers only using sites with SSL security, including the right information in you FAQ page can alleviate purchase anxiety and improve trust and conversions in your Shopify store.
5. Contributes to organic search visibility (SEO)
High value content on your website can help improve your organic search visibility. This includes FAQ pages where primary and secondary keywords are used in both questions and answers.
Shopify already includes native features that help with SEO, but extra content like an FAQ create more opportunities for customers to find your store.
There's always the chance your customer will do a Google search for a question that matches one you list on your FAQ.
Likewise, internal linking from your FAQ to other pages in your Shopify store can help search engines better understand content and context.
Content Marketing Institute provides a great introductory guide on how FAQ pages can be used to support SEO efforts.
What Kinds of Questions Should Go in Your FAQ?
Ideally, the questions in your FAQ on Shopify should be highly relevant to your audience. Look to your support inbox to see the questions that seem to come up on a recurring basis.
You should also tap your customer service team for feedback. They can provide a lot of insight into the topics that come up often with customers.
Beyond the existing questions that customers may often have, think about the most common transaction barriers. For your specific products and company, what would prevent a customer from making a purchase?
When you can anticipate objections and turn them into questions, you can address an issue before it becomes a friction point and put a customer’s mind at ease.
How to Create an FAQ Page in Shopify
Shopify is built to offer store owners a code-free environment for easily creating and managing content. The simple editor and page builder can help you create an FAQ in Shopify with just a few clicks after you enter in the desired content.
Here’s how to create an FAQ in Shopify.
Once logged into your Shopify admin, go to Online Store and click on Pages
Under the Pages section, click on Add Page. This takes you to the editor for creating a new page.
Once in the editor you can add the content for your FAQ page in Shopify. This includes your Title content and the Body content of your frequently asked questions page.
Be sure to use a title that makes it clear the content covers frequently asked questions.
When you’re finished adding the questions and answers to your FAQ page, click Save to publish the content. To ensure the new page shows up in navigation, make sure to add a link to it in your menu.
If you have other navigation menus throughout your store, be sure to verify that each one has been updated with the link to your FAQ page.
The easiest way to create an FAQ page in Shopify
You can use the standard editor in Shopify to create any FAQ, but the format will be limited. If you only have a handful of questions this might be sufficient. But once your FAQ page grows, the standard layout isn’t sufficient.
With Shogun’s landing page builder for Shopify you can create a streamlined and scalable FAQ page without the need for additional coding.
This includes adding features to your FAQ in Shopify with a simple drag-and-drop including accordion segments (expandable content), tabs, and sections.
YouTube uses an accordion layout for its FAQ pages.
MVMT Watches utilized the Shogun page builder to create an easy-to-navigate FAQ page also using accordion segments.
You can even simplify the process by using the page templates offered by Shogun. When creating a new Shopify landing page choose one of the existing layout templates to help you get started.
Tips for Creating a Killer FAQ Page in Shopify
The layout and functionality of your FAQ page won’t make much difference if the content is lacking. To get the most from your frequently asked questions keep these tips in mind.
Choose the right tone
Each question and related answer should be from the customer’s perspective and use their language. For example, “How can I…” “How should I…”
For answers, shift the perspective to your brand so it’s clear you’re providing the answer. “You should…” “You can…”
Be sure to use a tone and personality in your answers that matches the personality of your brand. If you’re brand is jokey and laid back then your content, including answers on your FAQ page, should match.
Beardbrand does a great job of incorporating its personality into its FAQ.
Include as much relevant info as possible
Make it easy for your customers to find all the information they could possible need to complete a transaction and make that purchase decision. Even if the information can be found on other pages in your site, include it in your FAQ in Shopify. This includes info on shipping and handling, guarantees, refunds, returns and more.
More than 50% of customers read the return policy before buying, so make sure yours is easy to find, even if you summarize it in your FAQ and link to the more-detailed page.
Shogun user Gaiam includes shipping as well as return policy info its FAQ page.
Collect data and ask your audience
Expand your FAQ page by polling your customers. Ask them for feedback about what’s most important to them when choosing products like the ones you sell, ordering online, etc.
Your customers can provide a wealth of information that can be used for populating your FAQ as well as creating more detailed help articles for your blog.
Your FAQ page doesn’t need to be all text. While text can help with search engine optimization, images and video can help engage your audience and create a more memorable shopping experience.
According to Hubspot, “when people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.”
Make it easy to scan
Based on eye tracking studies done by the Neilsen Norman Group we know that consumers scan content quickly looking for the most relevant information instead of reading in detail. When creating your FAQ page in Shopify, make sure the questions and answers are short, clear, and to the point.
Format them so consumers can quickly scan down the page to find what’s important.
If your answers need to include more detail, considering having summary answers with links to landing pages that have far more detailed content.
Organize your FAQ
When creating an FAQ in Shopify that has a lot of information, it can helpful to organize and categorize the content. Breaking questions into categories and topics makes it easy for customers to find the information they need without scanning through every Q&A on your FAQ page.
Buffer’s FAQ page has a simple design but its method of categorizing help questions makes navigation a breeze for customers.
Include a search option
Make sure your customers have the ability to use site search on your FAQ page. One study from Baymard found that site search was the preferred method of mobile users to find products and information on eCommerce sites.
Unfortunately, 70% of searches were unable to return relevant information and products to consumers.
If you use customer language to craft questions, then customers will more likely find the information they’re seeking. Likewise, make sure your site search field is visible and easy to find in your online store.
Don’t allow dead ends
Your FAQ page should never be a dead end. When the customer finds the information they seek they should be directed back into your funnel or to another information source. Each answer in your FAQ should include a call to action and/or link to relevant pages in your site.
Don’t make the customer think about what they need to do next once they find information.
Include a support call to action
There’s always the possibility a customer won’t find the information they need. When creating your FAQ in Shopify, include a call to action that leads the customer to contact your support team if they still need help.
Make sure whatever contact method(s) you list are the fastest possible options. For example, prompt your customers to use live chat or to call you rather than sending an email. This way you can respond quickly to minimize interruptions in their shopping experience.
An FAQ Page is Always Worth the Time and Effort
Creating an FAQ in Shopify is easy to do, and it’s made even easier with a feature-rich drag-and-drop editor like Shogun. Once you determine the key questions you need to include in your FAQ, you can follow the tips and information above to create a killer FAQ that improves the shopping experience, builds loyalty, and helps move customers toward a purchase decision.
Still have questions about Shogun?
Get in touch with us and we’ll put you on the right track towards making unique, fully customizable storefronts.