In the modern world, people rely on online shopping almost every day, from purchasing smaller items such as clothes, to making serious investment decisions such as whether or not to get a certain make and model of a car. With so many brands selling their goods online, your website needs to ensure an experience that can help your customers find what they need, without hassle, and give them a seamless checkout journey. However, sometimes, your customer might end up stuck on a certain purchase.
With many questions rushing through their minds, you want them to either find an answer successfully on the spot, or provide one for them through chat. The first place they’ll mostly look is your FAQ page. This seemingly simple aspect of your brand actually has a massive potential to help your customers finalize the purchase, and not head over to a competitor’s site where the answer is clear from the get-go. Let’s see how you can utilize your FAQ page to get better results with your customers!
Use the right perspective
When your customers find themselves at a loss, they might feel frustrated, annoyed, or simply confused by the issue. Whether it’s of technical nature or they aren’t sure of certain features your product has, they are more likely to appreciate a perspective that addresses that specific issue. That means that using a voice and an angle they’ll relate to is vital in creating the right content for your FAQ page. For starters, make sure you ask the question in a format that your customers would use, too.
This specific way of addressing your customers helps create an impression of a conversation, and it brings your brand closer to your audience. Taking their perspective when asking the questions such as “Can I pay using my PayPal account?” also gives a more personal touch to your page, and simplifies the way you give them the answer.
Lead them to the right information
Keep it positive, short, and simple
What may start as a concern and an annoyance should preferably end as a positive outcome and bring a smile to your customer’s face. Depending on your brand voice, you can use witty retorts, humor in general as well as an overall casual tone to speak to your customers when replying to the questions. The tone you use should not just be positive, but also easy to understand and take very little of their time. Remember, this is already a distraction from the shopping process, and the longer you keep them away from the cart, the greater the chances for them to change their minds.
Simplicity is the best way to go. If there’s an issue that requires a very complex explanation or directions on how they can resolve it, then you might need to rethink that step in their journey completely. After all, if a certain complex issue keeps popping up, and your FAQ page isn’t really doing its job in retaining simple responses, then this is your cue to make changes to simplify the entire checkout journey.
Use customer feedback to update your FAQ page
If you’ve been in business for a while, you know that the value of customer feedback will never wane. How you utilize it, however, will make all the difference for your future customers and how well you can protect your image in the years to come. Whether you use online surveys or you send emails directly to your customers upon completing a purchase, you can analyze their experience from their perspective.
What they say and point out can be a wonderful source of information that will shape your FAQ page. The feedback you get in reviews and through direct messaging apps can also be of help. For example, if customers keep contacting your support team via Messenger with the same slew of questions, it’s time to post all those answers directly onto your website and cut their journey short.
While the FAQ page is often a neglected part of website design, more brands are paying more attention to how they are preventing customer complaints and queries with this simple tactic. Follow these simple tips to ensure the effectiveness of your FAQ page, and your customers’ purchase journey will be all the better for it!