A FAQ page, short for Frequently Asked Questions, is a space on an ecommerce store where important information about a business is shared to clarify questions and uncertainties on the part of shoppers. FAQ pages serve a utilitarian purpose first and foremost, grouping information about products and policies, shipping and other concerns together in a single, searchable document. While a strong FAQ page won't attract customers in the same way that marketing efforts do, these pages help retain customers and improve their perception of a store by answering their questions and instilling confidence in their purchasing decisions.
FAQ pages can contain a little humor or personality and otherwise reflect the attitude and brand of an ecommerce store, but they have to clearly answer questions above anything else. For all stores, a basic walkthrough of the ordering process and how the product gets to customers is needed.
From there, specific areas are addressed. Shipping policies and options, one of the most important parts of the transaction in the eyes of a consumer, has to be covered in detail. Detailing the returns, exchanges and reimbursement policy is also important and can save time for store owners would otherwise have to answer questions directly. Product-specific information, such as a sizing chart for clothes or performance specifications and requirements for electronics, is needed for much the same reason. Restocking, rain checks and other associated topics are another important area to cover. For ecommerce stores using discounts, coupons and other promotions, a section of the FAQ dedicated to those concepts is needed. In a similar vein, gift card use also has to be addressed.
Beyond these concerns, providing contact information is also a best practice. Including this information on each page makes it easy for customers to get in touch when they can't answer a question on their own.
A FAQ page should not remain the same from the first day it was created. Store owners craft more effective FAQ pages by adding common queries not already covered by the page as they come in from customers. Maintaining the FAQ as a living document allows store owners to add answers about new products and other concerns as they start to come in from customers. With this strategy, the usefulness of the FAQ is maintained and store owners spend less time answering repetitive questions from shoppers.
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