It’s a pain.
You’re about to book a hotel.
You’ve picked the location, the date and the room size.
The finger is on the button, but then you wonder if the wifi is free.
You scroll back up, but there’s no mention.
So you pick up the phone and make the call.
That’s shouldn’t be happening!
I’m all for getting customers to pick up the phone, but not in these circumstances.
You need to answer frequently asked questions and overcome your visitor’s objections, so nothing is stopping them from hitting the buy button.
In this post, I’ll be sharing my top 5 tips to improve your FAQ’s, making the purchasing decision easier for your customers and increasing your website’s conversions.
1. What Are They Asking?
Keep a record of common questions your customers ask.
They can be from your website, phone calls and face-to-face meetings.
You’ll get a deeper understanding and see certain patterns emerging. Note the language your customers use, and keep away from any business jargon.
Speak to your employee’s. They’ll have real insight and have nuggets of information you might’ve missed.
2. Categorise Questions
Sort through the list of questions you’ve been collecting, and pick the most common, then bunch them into categories.
3. Add to the FAQ page.
Make sure the most common questions are at the top and in the similar categories. Make the questions easy to scan by increasing the font size and weight, so visitors will be able to find the relevant information quickly.
4. Add Question Form to the FAQ page.
Add a simple form, and encourage users to ask any other questions or queries. Alternately, you can use a service like Drift or Intercom, which can be embedded on your website.
5. Answer questions with content
Put answers to questions on the relevant pages. If your content helps answer common questions, it’s a great way of overcoming objections or concerns.
We recently built a website for an educational charity, and they host summer camps for children around the UK.
After researching, we discovered parents were always asking questions based around their child’s safety, travel and staff.
To address the parents concerns, we designed the event pages around those questions, so the main interests were addressed before displaying the “buy now” button.
Using FAQ’s the right way, you can reduce the burden on staff from and increase conversion rates on your website.
When was the last time you updated your FAQ’s?