• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
Search
Close

Search

Recommended Reads

Velocitize Talks: Boyd Roberts of Big Picture Group on Branding, Websites & Open Source

3 Ways to Reduce Shopping Cart Abandonment

Happy Anniversary to WordPress! 20 Years & Going Strong

How to Design a High-Converting FAQ Page (5 Tips)

Velocitize

Your fuel for digital success

A publication by 

Your fuel for digital success

  • Featured
  • Marketing
  • Talks
  • Trends
  • Digital
  • Agency
  • WordPress Hosting
Follow

How to Design a High-Converting FAQ Page (5 Tips)

John HughesMay 30, 2023

Share

Whether your customers want to buy groceries or a luxury watch, shopping online can help them save time and money. However, they may have doubts about your products, services, or policies. A great Frequently Asked Questions (FAQ) page can answer all of those concerns and help you get more sales. 

In this article, we’ll discuss the benefits of an FAQ page for e-commerce websites in particular. Then, we’ll share some tips for designing a high-converting FAQ page. Let’s dive right in!

What Are the Benefits of an E-Commerce FAQ Page?

When you start working on your e-commerce website, the FAQ page probably isn’t near the top of your priorities list. You may spend more time thinking about the homepage, individual product pages, the shop page, the checkout, and other key elements in the e-commerce experience.

All of these pages are crucial, so that’s a valid approach. But, if you want your business to succeed, you’d be wise to prioritize less glamorous design elements, like your FAQ page:

Screenshot of an FAQ page including returns & refunds.

That’s because an FAQ page can significantly improve the customer experience and make managing your business a whole lot easier. Here are a few ways you can benefit from creating an e-commerce FAQ page:

  • Improve customer support. When you proactively offer answers to common questions, you can free up your customer service team to deal with more challenging cases, thereby improving the customer experience overall.
  • Boost Search Engine Optimization (SEO). Properly structured and keyword-optimized FAQ pages can help your website appear higher in search results.
  • Facilitate site navigation. If you run a large e-commerce site, a well-organized FAQ page can help users find what they are looking for more easily.
  • Reduce cart abandonment. Since FAQ pages often answer questions about things like shipping and returns, they can help reduce shopping cart abandonment rates and increase conversions.
  • Convince customers to buy. Since an FAQ page resolves doubts or ambiguities about the product, payment methods, and shipping, it can facilitate the buying decision, thereby boosting sales.

Ultimately, the goal of a great FAQ page is to answer as many of the most pressing customer questions as possible (without overloading visitors with too much information). 

With this in mind, remember that an FAQ page doesn’t need to answer every possible question. If you deal with products or services that require troubleshooting, for example, you might want to complement your FAQ page with a knowledge base.

How to Design a High-Converting FAQ Page (5 Tips)

If you want your customers to get the most out of your FAQ page, it’s not enough to simply throw together a list of questions and answers. For a high-converting FAQ page, you’ll want to take a more systematic approach. So, let’s go over some tips on how to design one! 

1. Group Your FAQs Into Categories

When it comes to FAQ pages, organization is key. A lot of e-commerce sites fall into the trap of designing an FAQ page with a simple list. 

While this type of design isn’t necessarily bad, if users have to read a ton of questions before they find the one they’re looking for, they might give up. Therefore, one great way to enhance the user experience on your FAQ page is by grouping questions into categories. 

Furthermore, since most online users tend to skim text instead of stopping to read it, you could include graphics that link to these categories. For example, you might have sections covering payment methods, warranties, shipping, return policies, and more:

Screenshot of FAQs page that groups questions into categories and uses simple graphics.

Graphics are more likely to catch users’ attention and they’ll point them in the right direction within the FAQ. With this approach, users will be able to skip the questions they’re not interested in.

2. Prioritize High-Converting Questions

On top of breaking up large FAQ pages into categories, you’ll want to be very mindful about which questions you include and in which order. You don’t want the important questions to get buried at the bottom of a lengthy list.

When it comes to e-commerce, there are some specific questions you’ll likely want to prioritize. Anything related to shipping times and costs, payment methods, and return policies will more often than not get the most attention from customers:

Screenshot of FAQs page highlighting specific questions such as shipping times/costs, payment methods and return policies.

The most important questions should be at the top of each section. Moreover, you should make sure that your answers are thorough. Don’t leave out important details for the sake of brevity, and consider using a dropdown or expandable answer format to avoid clutter.

If you’re not sure what the biggest concerns are among your customers, we recommend you spend some time looking over their inquiries. You may receive these questions via your support team, via email, or on social media. As its name suggests, your FAQ page should focus on the questions you get the most.

3. Optimize Text for Search Engines

A comprehensive SEO strategy is key if you want to boost your site’s visibility in search engines. This can help you get more customers organically, thereby increasing your sales with minimal effort.

Since an FAQ page is text-heavy, it’s a great place to include relevant keywords. You can add them to headings or directly in your questions and answers.

If you don’t have a fully developed SEO strategy yet, you can start by conducting keyword research using a tool like Google’s Keyword Planner:

Screenshot of Google's Keyword Planner, which can assist in SEO and relevant keywords.


For instance, if you sell top-tier leather boots, an optimized FAQ category heading might be “Maintenance for Quality Leather Boots.” You can also include keywords on other core pages, product pages, and more.

4. Include Contact Options

No matter how comprehensive your FAQ page might be, there will always be users who can’t find the information they’re looking for. Plus, some people may simply prefer to ask questions directly. 

That’s why it’s important to offer some contact options on your FAQ page. If you run an online store, it’s best to provide multiple ways for customers to reach you. This could include a contact form, a live chat system, phone support, and more. 

For an FAQ page, you’ll want to include either a contact form or a link to your Contact page at minimum. To take it a step further, you can also offer a chatbot that helps guide users to the answers they need:

Screenshot of e-commerce site Gymshark's FAQ page, which offers various contact options.

While providing all these options may seem excessive, dealing with customer queries can take a lot of time, so it’s best to facilitate this process in any way you can.

5. Update Your FAQ Content Frequently

If users run into outdated answers on your FAQ page, this could cause them to become misinformed. As you might expect, this can lead to a very bad user experience and lost sales.

For instance, if a customer checks your return policy on the FAQ page and reads that they can return a product within 45 days of receiving it, they will likely trust this information. If they later discover that this policy has actually been changed to only 30 days, they might be extremely frustrated and decide not to shop at your store again.

Therefore, it’s very important to update your FAQ page content frequently. Primarily, you’ll want to ensure that all your policies are up-to-date. However, you might also want to reassess your list of questions from time to time, altering it based on changing customer behavior.

Conclusion

FAQ pages are essential to the e-commerce user experience. That’s because new and returning customers alike are bound to have questions about how your business operates. A great FAQ page will be well-organized, frequently updated, and provide users with a way to get in touch with you directly.

Do you have any questions about how to design a high-converting FAQ page? Ask us in the comments section below!

Photo by Laurin Steffens on Unsplash

Content Marketing e-commerce FAQ FAQ page user experience UX website

John Hughes

John is a blogging addict, WordPress fanatic, and a staff writer for WordCandy.

Join the conversation

Reader Interactions

Leave a ReplyCancel reply

Primary Sidebar

Liked this article? Share it!

Featured Posts

  • Velocitize Talks: James Bavington of StrategiQ on WordPress, ...

    Eileen Smith

    March 29, 2024

  • 3 Best Link in Bio Tools for Instagram

    John Hughes

    March 27, 2024

Recent Posts

  • Velocitize Talks: James Bavington of StrategiQ on WordPress, WooCommerce & WP Engine
  • 7 E-Commerce Metrics to Track
  • 3 Best Link in Bio Tools for Instagram
  • How Real Brands Are Using AI Tools in 2024
  • Can You Use Custom ChatGPTs to Improve Your Website?

Recent Comments

  • John on How to Find Your Highest-Spending Customers (2 Methods)
  • JimmyniP on Registration Now Open for DE{CODE} 2024!
  • Digivider on How to Run a Successful Facebook Ad Campaign (In 3 Easy Steps)
  • Searchie Inc on 5 Best AI Content Generators for WordPress Site
  • Sophia Brown on Why You Should Add a Blog to Your Online Store

Categories

  • Agency
  • Analytics
  • Campaigns
  • Content Marketing
  • Digital
  • E-commerce
  • Events
  • Featured
  • Influencer Marketing
  • Insights
  • Interview
  • Marketing
  • Podcasts
  • Recommended Reads
  • Reports
  • SEO & SEM
  • Social Media Marketing
  • Spotlight
  • Statistics
  • Technology
  • Trends
  • Uncategorized
  • Website

Footer

A WP Engine publication

Categories

  • Featured
  • Marketing
  • Talks
  • Trends
  • Digital
  • Agency
  • WordPress Hosting

Pages

  • About Velocitize
  • Sponsored Content
  • Contact
  • Privacy Policy

Follow

© 2016-2025 WPEngine, Inc. All Rights Reserved.
WP ENGINE®, TORQUE®, EVERCACHE®, and the cog logo service marks are owned by WPEngine, Inc.

1WP Engine is a proud member and supporter of the community of WordPress® users. The WordPress® trademarks are the intellectual property of the WordPress Foundation, and the Woo® and WooCommerce® trademarks are the intellectual property of WooCommerce, Inc. Uses of the WordPress®, Woo®, and WooCommerce® names in this website are for identification purposes only and do not imply an endorsement by WordPress Foundation or WooCommerce, Inc. WP Engine is not endorsed or owned by, or affiliated with, the WordPress Foundation or WooCommerce, Inc.