Why FAQs are so important for product pages in the online store

FAQs - spelled out Frequently Asked Questions - are a key component of the user experience. Ideally, they answer the most important questions asked by visitors to a website and represent a great opportunity to improve customer service and the customer experience.

From a content perspective, FAQs can be used throughout the entire customer journey and can include, for example, both questions about a single product and questions about payment options and shipping terms.
Additionally, FAQs are a good tool for search engine optimization, especially if they contain the most important keywords. Particularly in the form of "featured snippets", it is possible to achieve a high ranking in the "People also ask" category of the first hit page.

Tips for an optimized FAQ section

In order for the FAQ section to be best used by visitors, there are some tips and tricks for its implementation:

The right questions

What is crucial for a good FAQ section are relevant questions that offer added value to the target group, of course. For instance, use FAQs for providing additional information about the product that didn't make it into the product description. Frequently asked questions in customer service also indicate questions that are relevant to the FAQ section.

Positioning

FAQs should be displayed at the bottom of the product page. Where possible, FAQs do not contain any links to further information, to prevent users from being distracted from making a purchase by landing on another page. For this reason, we also recommend not including FAQs on a separate page and directing users to it - as users usually have a question when looking at the product and are already very close to checking out.

Wording

FAQs aim to answer the selected questions in a short and concise, yet of course comprehensive way. It is not advisable to use long flowing texts for answering a question. Should the answer become too extensive, it is preferable to divide it into two individual questions, each with shorter answers. Preferably, use relevant keywords at the beginning of the answer.

Clarity

To ensure that FAQs meet the goal of advising customers, it is important to formulate them in clear and simple terms that are understandable to everyone. For this reason, do not use (or explain) complicated sentence structures and technical terms.

Overview

Break down different topic areas into groups within the FAQs for a better overview. Some examples of categories for grouping questions in e-commerce are:

Fit and sizes (for example, for fashion or shoes).

  • Payment
  • Shipment and delivery 
  • Returns and refunds
  • Customer account

Key questions about the product are kept in the product description

Questions and facts about the product that are really important, such as unique selling points or relevant features, are kept in the product description and must not be included in the FAQs. 

FAQ structuring

  1. Question/answer as a structuring principle
    Frequently asked questions take over the function of subheadings
    and thus structure the text. As a result, the degree of freedom in the text layout increases since, unlike with subheadings, there is no need to pay attention to how long the text is between questions. For instance, it is acceptable to write a long question and then a very short answer to that question.
  2. Dialog Imitation
    The impression of a dialog is created if the questions in the text are clearly stated. As a result, the information conveyed appears to be particularly descriptive, as people are used to following dialogs. Additionally, questions attract attention. 
  3. FAQs are a key tool for SEO
    Search engines rank FAQs (pages) as relevant content. There is an own FAQ scheme for own FAQ pages. If well maintained, Google may include individual questions from these pages in the Featured Snippets. For example, this is the box at the very top of the SERPs that is titled "People also asked" - a very prominent place in the SERPs.

Automate product-specific FAQs with NLG Cloud

The benefit of automated FAQs lies in the fact that FAQs can be generated based on the product and the situation of the customer journey. It takes considerable time and effort to manually write numerous suitable FAQs.  For this reason, without automation, the FAQs are compiled in a central location and formulated in a much more general way.  

For product descriptions in particular, however, it is important that the customer can find answers to all current questions directly on the product detail page instead of being redirected to a separate FAQ page. 

When it comes to FAQs that are tailored to the product and the customer journey, the Natural Language Generation (NLG) platform offers good conditions:

  • The container can be used to phrase the questions exactly:
    "Can I change the batteries on the Samsung Galaxy S20 FE?" Rather than, "Can I swap batteries on cell phones?"

For such precise formulations, it would be necessary to write separate FAQs for each product or category. 

  • With the help of data analysis, however, you can provide the appropriate answers for each product. For instance, you can differentiate questions about shipping costs for light goods or heavy goods. 
  • With triggers and branches, the selection of questions and answers and their order is precisely controlled.

How roboexpert has enhanced its product pages using automated FAQs

Roboexpert (now renamed tink) is an online store for household and garden robots, gardening tools, and e-bikes. It has successfully automated its content, such as product descriptions with FAQs, using the natural language generation tool from AX Semantics.

The text automation allows roboexpert to enrich and optimize the automated product descriptions by providing answers to frequently asked questions. The FAQs at roboexpert are a collection of the most frequently asked customer questions and include the relevant answers tailored to the respective product. 

Content-wise, the FAQ section answers questions about the benefits of the product, among other things. Additionally, the company also answers its customers' general questions about the delivery time or shipping costs.

Thanks to the automatic generation of frequently asked questions and their answers through the AX Semantics software, roboexpert saves considerable time and costs. As the software creates SEO-optimized FAQs, the automation results additionally in increased visibility of the products.

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