One of the most beneficial ways to help your customers is to add an FAQ help center to your Shopify store. Not only does it benefit shoppers by answering their Frequently Asked Questions, but it can also benefit your business in multiple ways.
Benefits of Adding an FAQ Section to Your Shopify Store
Alleviate customer apprehension and instill trust.
Often times, the difference between a potential customer and an actual customer can be their anxiety of committing to an online transaction that they’re uncertain about. For example, if someone is unsure about a store’s return policy, that person might be worried enough to be deterred from making the purchase.
A robust FAQ section that’s easily accessible to the shopper can alleviate those worries and help convert them to a paying customer. In fact, a great way to begin compiling your FAQs is to anticipate their worries and address them head on. This way, shoppers will have more confidence with the actions they take on your e-commerce store as they see immediate answers for any worrisome questions preventing them from clicking “confirm your order.”
Decrease the burden on your customer support staff
If your customer support team is inundated with emails, calls, tweets, and chats; an extensive FAQ section can help take much of the burden off their shoulders. Even if customers don’t immediately see the FAQ section first, the support team can still link to the answers instead of spending time on one-on-one assistance. This frees up their time to help the more unique problems that may arise.
While great customer service is always important, a good FAQ section should be considered as your first line of defense so they don’t have to contact your company at all. This can also decrease the burden of your social media team as well since so many support questions are asked through those channels.
Cover over certain “sins” on your Shopify site design
Not every online store is designed perfectly, especially if the business is just starting up or undergoing changes. An FAQ section can quickly (and temporarily) cover a multitude of website “sins” that might have the customer clicking around aimlessly for answers. Quick answers in the FAQ can be placeholders for web pages and functionality that have not yet been added to your site. For example, if you’re still building out a user-enabled method of resetting their login password, you can put quick instructions in your FAQ so customers have something to go off of until the functionality is ready.
How an FAQ Section can Boost Your Shopify SEO
Another benefit of an FAQ help center on your Shopify store is what it can do to boost your search engine optimization. Content that is entirely designed to be helpful is not only highly searched for on Google (eg. “what is [[your company’s]] returns policy?”) but also heavily favored by Google’s algorithm that determines search page rankings. For that reason, many companies decide to spread out their FAQs to one question and answer per page. Dropbox is a good example of how this is done right:
Each link goes to a different page with not only optimized URLs (containing relevant keywords) but enough content on the page to satisfy both human customers and the Google bots that scrape the site. This means that each page will rank for each question on Google’s search results, providing a boost to SEO for the entire store.
Another approach is to put all your FAQs on one page. A good example of this is the FAQ page for AWS (Amazon Web Services):
Here, Amazon is less concerned with SEO, though the dense content on this lengthy page that touches on multiple questions customers search for will absolutely get this page ranking near the top of the many search queries on Google. If you don’t have the resources to create a new page per question, this method will still gain you some SEO boost and ultimately be much simpler to create.
Tips on Creating Your FAQ Help Center on Your Shopify Store
There are several different ways to add an FAQ section to your site.
The FAQ examples from Dropbox and Amazon show can be done in Shopify with no additional apps necessary. The former, as noted, will take more time to create multiple pages, but all you need is a FAQ page template you like, and then reuse it again and again for each question. The Amazon example is easier since it’s all on a single long page, but be sure to utilize anchor links to help your customer navigate and find the right answers. List the links at the top of the page or in a static left-hand navigation menu so users can click on their question to jump down to the answer.
There are many apps in the Shopify store that can help you quickly create an add an FAQ section. While these apps will most likely save you time, they will come with a cost. Additional benefits include unique design elements, smart user interface, and support if you have questions. Both HelpCenter and FAQ by POWr are two of the more popular apps that are worth checking out.
While Zendesk is also an app on the Shopify app store, we’re setting it apart since this piece of software can do much more than just FAQs. Zendesk is an all-encompassing customer service and support package, so adding it is a bigger decision than just the FAQ section. However, more and more companies are using intelligent software like Zendesk to pop up specific FAQs for each action the user takes or depending on the step in the shopping funnel they’re on.
In the screenshot example above, the Zendesk popup in the lower right hand corner populates the 5 most asked questions for the query “returns,” all clickable links that arrive at each answer. It’s an intelligent and on-demand way to provide FAQs on your Shopify store.
Of course, the best app for creating FAQ pages is the Shogun page builder. With Shogun, you're provided with a drag-and-drop editor tool and a large library of elements (headings, text, images, menus, etc.). This gives you the ability to create custom landing pages for your Shopify store, even if you don't know a single line of code. With this tool, you can save tens or even hundreds of thousands of dollars on web development costs.
One of the elements included in that library is the Accordion, which collapses the text below headings and allows the visitor to choose what they want to see. This is an especially useful element for pages that have a lot of text, such as an FAQ page.