FAQ or Frequently Asked Questions is one of those acronyms that your grandmother would never have recognized. It is practically a word all its own as well as being an acronym for that page on a website that you are directed to, to get your questions answered.
Interestingly, many customers read the FAQ page even if they do not necessarily have a specific question, they read the FAQ just to be sure that they have not missed any information that they should know before they order
That means that the FAQ page is an extremely important part of your conversion strategy. That being said, it is important that the FAQ page is written and organized in a way that helps people find what they need to know and to emphasize things that you believe they ought to know.
Choose the right question:
Remember the newspaper journalism adage, ‘What, How, When, Why, Where?’ Your questions should be posed with those concepts in mind. More importantly, they should be answered with those concepts in mind as well.
Why questions should be answered with reasons, for example:
‘Why cannot I choose a shipper?’ Your answer is, ‘Our company offers an optimizing shipping service. That means that we have a software program that analyzes your purchase size and weight along with your location and chooses the lowest cost method of delivery within the timeframe you request. If you choose, you may not get the best deal.’
How questions should be answered with procedures or steps in a process, for example:
‘How do I return a defective product?’ Your answer is, ‘On the rare occasion that something goes wrong, just repack the product in the original box and return. Upon receipt and inspection, we will send you a new item and refund the return shipping charge.’
When questions should be answered with times or dates, etc., for example:
‘When will my package arrive’ Your answer is, ‘You will receive a notification from us as soon as your order ships, which is usually one to two days after you place an order. Please allow seven days for delivery from the date of shipping.’
Organize the FAQs on the page:
Too many FAQ pages simply list questions in the order the writer thought of them, that is not particularly helpful to your customer. Think about the categories that your FAQs may fall into such as: product, payment, ordering and delivery, assembly, returns and refunds.
Group questions within those categories and allow people to click on a category to view all the answers to that category’s questions separately. Another good strategy to use in addition is to allow customers to click on a grouping called ‘Five Most Frequently Asked Questions’ or ‘Questions from Parents’ or whatever makes the most sense for your group of products.
Link the answers back to pages within the site:
This technique is especially useful if your site contains detailed information elsewhere. Answer the question briefly and link it to the page where all of the information is contained.
You can use this technique in reverse as well. While your customer is on a product page, you can pose a question, such as, ‘Need to know about refills?’ and link it to the answer in your FAQ.
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