Actionable Optimisation

Actionable Optimisation #42 – Improve Conversion with FAQs

 March 2, 2021

By  Will

How Can You Improve Conversion With FAQs?

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Just because someone is visiting your product page does not mean they are ready to buy, or even looking to buy.

Why do so many companies insist on making it difficult for a customer to achieve their goal?

And by their goal, I do mean the customers goal, not yours.

Reducing the effort a customer has to make improves engagement with a brand, and loyalty.

It’s completely possible they’re just looking for information.

How do your product or service work?

What colour options are available?

What are your shipping & returns policies?

If the product contains ingredients, what are they? What allergens might be involved?

There’s so much information a customer might be looking for, and the best place is generally a contextual location.

If I’m after information on a specific product, it makes sense that it’s on that specific page. There, as a customer, I know it’s relevant, and I trust it to be correct.

The worst thing an FAQ can do is half-answer a question, half raise a concern.

Does this FAQ really answer my question about this specific product? Or is it a general answer?

While not in the form of an FAQ, in the example below the retailer has provided some information about how to hang this mirror on the wall.

However, at no point is it explained what size this particular mirror is. It also doesnt explain whether larger mirrors can be positioned in landscape or portrait.

Look at all the questions customers have asked, or ones they may be considering, and answer them on the individual product pages, specific to those products.

By all means included some generic FAQs such as shipping & returns, it’s always useful to reinforce this information so the customer doesn’t go looking for it, but make sure you answer all the questions about the product as well.

Make life easy for the customer, and they’ll make life easy for you too.


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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