Do Not Make These Mistakes On Your FAQ Page
Some online retailers make the mistake of not offering a FAQ page that helps answer customer questions. On the other hand, there are those online retailers who mistakenly go to the other extreme their FAQ page is so full of questions and answers that no one will want to work their way through it to get an answer. Avoid the ‘everything but the kitchen sink’ mistake as well as others that you should avoid.
Do not create too many questions
The FAQ list sometimes gets too long because the website owner is too diligent. Instead of distilling questions to get to the most important ones to list, they list all the questions that have ever been asked. This technique actually works well if you are a software creator, for example, and you have an area on your site where you answer questions. You can then allow people to search for questions that they have and get the answer. There tend to be dozens to hundreds of esoteric problems that your programmers answer. The FAQ is different. These questions should be whittled down to the most important ones.
Do not randomly post questions
It is so much more useful to your customer if they can get to the question they want answered quickly. So, if you have a number of FAQ, you should organize them into categories so that people who need to know how to get replacement parts do not have to make their way through assembly questions that they do not care about.
Be sure you answer the question!
This problem can happen because the asker and the answerer have different information bases. If the question is, ‘How do I get my update information?’ and the answer is ‘Updates are sent quarterly’ you have missed the boat! You need to say ‘updates will be emailed to you quarterly.’
Do not dodge the hard questions!
The point of the FAQ is to answer questions. Sometimes the questions are a bit tougher because they go to issues of competitiveness. You can choose to ignore those questions but the reality is that the FAQ page can give you a straight forward way to answer those questions. For example, you can pose the questions, ‘Why are the socks on your site more expensive than at many other shops?’ Your answer might be, ‘We use only Pima cotton in our socks. Pima cotton comes primarily from Peru and it is 50 percent stronger than any other type of cotton as well as being soft and absorbent. We think it is worth it to use Pima cotton to make a sock that wears much, much longer and offers so much more comfort. We hope you will think it is a good value for the money.’
Give the reader the pathway
Many FAQ have to do with how to get something done such as how to return something or how to make payment. Do not just explain the process, give the reader a link to the page that gets them moving in the right direction. Send them to the opt in page for the newsletter if that is what they are asking about.
Bottom line, make the FAQs work for you.
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