Controversial opinion: most Shopify FAQ pages are dreadful.
Okay, maybe that’s a bit harsh.
But unlike product pages and landing pages, most merchants slap their FAQ page together as an afterthought.
Unfortunately, that’s a huge mistake.
Because although your FAQ page seemingly doesn’t offer any return on investment, in reality, it can massively affect your conversions and profit.
Just think about it: when a customer visits your FAQ section, they’re at a critical stage in your sales funnel where they need the correct information to convert.
And if you’re not providing the answers they want, chances are you’ll lose the sale.
So, if you’ve been neglecting your FAQ page, it’s time to think again.
In this post, we’ll cover:
- What a Shopify FAQ page is
- Why you need a great FAQ page
- How to craft a masterful FAQ page in five simple steps
- Where to place your FAQs so customers can find them
- A basic Shopify FAQ template
- Some Shopify FAQ page examples to inspire your own
By the end, you’ll have the know-how to create an FAQ page that removes customer pain points, boost your conversions, and makes you more money.
Let’s dive in.
What is a Shopify FAQ Page?
A Shopify FAQ section is a page on your store that provides answers to your customer’s most common questions.
An appropriately crafted eCommerce FAQ section gives customers the information they need to take action while also subtly assuaging their concerns.
Your FAQ page is a space where customers can learn more about your goods, shipping, returns policy, and how to get the most from your products.
What’s especially interesting is that when it comes to customer support, 70% of consumers prefer to use your website to get answers instead of phone and email.
In other words, a helpful FAQ page combined with on-site live support is the best way to keep most of your customers happy.
The Benefits of Writing a Great FAQ Page For Shopify
Obviously, the main reason to write a great FAQ page for Shopify is to troubleshoot your customer’s problems and give them the best experience.
But there are other benefits that many folks don’t realize, such as:
When customers can get answers themselves, you cut the burden on your eCommerce support team
An-SEO optimized FAQ page can attract a great deal of organic search traffic to your store
FAQ pages remove customer’s pre-purchase concerns, build trust, and contribute to more sales
In a nutshell, your FAQ page is more than just a place where customers can check your returns policy.
Instead, it’s a resource that can turn prospective buyers into customers while also supporting existing customers in becoming successful with your products.
So with that in mind, how do you actually write one that serves your customers and your bottom line?
How to Write an Awesome Shopify FAQ Page
The good news is that writing a killer FAQ page isn’t rocket science.
However, if you jump in and freestyle it, you’ll probably end up with sub-par results.
So here are some simple tips to ensure your FAQ page turns out FAQin’ fantastic!
1. Give Real Answers to Real Issues
Okay. I’ll be the first to say this point seems obvious.
But it’s worth writing because you’d be shocked at how many FAQ pages don’t follow this basic principle.
But it’s worth writing because you’d be shocked at how many FAQ pages don’t follow this basic principle.
A bunch of stock answers to generic questions
An unhelpful spiel veiled as an FAQ page that boasts about how great the brand is
Don’t do either of these.
Instead, scour your ticketing system and tease out the most common problems your customers experience.
Also, check your social media channels – these can be an invaluable source of crowd-sourced research into where your customers need help.
If you’re starting your business, it’s okay to look at competitor stores to anticipate some of the issues that might arise.
Once you’ve compiled a list of your customer’s woes – stick them into a spreadsheet and rank them in order of frequency and importance.
The top 10-15 questions you have will form the backbone of your FAQ page.
2. Follow the KISS Principle
People coming to your FAQ aren’t on the hunt for mind-blowing design or flowery language.
They just want information. So, if in doubt, keep it simple!
Ensure you write succinctly. Chop long paragraphs into smaller chunks. Use bullet points wherever possible.
It’s also a great idea to make your FAQ page scannable by grouping questions under similar headings.
That way, a customer with a shipping question won’t have to sift through buckets of information about sizing.
Remember, customers want answers, and they want them now.
So, the easier you make your FAQ section to navigate and consume, the happier your shoppers will be.
3. Optimize for Search
Google (and other search engines) love when you give their users quality information.
By linking your questions to a separate page of its own, you can please the Google gods and have them serve your answers to potential customers in the SERPs.
For Example, check out how this page from Nike’s help section. It ranks #1 on Google for the term ‘how to clean shoes’ pulling in around 6,000 visitors per month.
rank their page for this specific query.
But hold up. Doesn’t requiring shoppers to reload the page harm the UX?
Well, in some circumstances it can.
So, the best solution is to structure your FAQ so that it provides a short (but satisfying) answer to each query that then links to a stand-alone page with more details.
4. Add a Search Bar
If your FAQ section more than a couple of questions, make it easier for users to find what they’re looking for by adding a search bar – here’s how Gymshark does it:
5. Update Frequently
Your Shopify FAQ page isn’t a ‘set it and forget it’ kind of thing.
In fact, an outdated FAQ page is worse than not having an FAQ page at all.
So, ensure you update your FAQ page once every six months or whenever you launch a new product or offer.
Over time, continue to refine your FAQ section by prioritizing the most common questions, adding better info, and removing the redundant stuff.
💡 Pro Tip: Running a one-off campaign or having logistical difficulties? Create a separate FAQ page for customers. That way you’ll avoid clogging up your main FAQ with soon-to-be irrelevant information.
Where to Place Your Shopify FAQ Page
Where you place your FAQ pages is almost as important as what you write on them.
Once you’ve created your FAQ page make sure to link to it in/on:
- Header/footer FAQs:Give visitors easy access to your FAQs as they browse your store.
- Product Page FAQs: Answer product-specific questions, remove barriers and close more sales.
- Order Confirmation Page FAQs: Eliminate buyer remorse, reduce support tickets and build brand loyalty.
In this video, none other than Stilyo’s founder Eric breaks down each of these placements in more detail:
Shopify FAQ Page Template
Okay, we’ve talked about the importance of basing your FAQ on questions your customers ask.
But in eCommerce, many of the same questions pop up again and again.
So, if you’re just getting started, this template can help establish a baseline of questions:
- What payment methods do you accept?
- What shipping options can I choose?
- How long does shipping take?
- What is your returns policy?
- How do I return an order?
- Do I need to pay extra shipping, taxes, or import fees?
- I haven’t received my order, what should I do?
- Is it possible to edit my order after I’ve paid?
- Where is your company located?
- What size should I order?
- How are your products made?
- How can I contact customer service?
It’s worth saying that when answering these questions, don’t shy away from emphasizing your best aspects.
Of course, you don’t want to go full-sales pitch. But, if your products are ethically sourced or come with a fantastic guarantee, include such details in your FAQ.
Shopify FAQs Examples
Looking at other awesome Shopify FAQ pages is a great way to get inspiration for your own.
Here are 5 of the best eCommerce FAQ sections on the web:
Eyewear brand Shwood has a stunning FAQ page with on-brand visuals, a search bar, and neat categorization.
Notice how they include several contact methods – phone, email, and live chat beneath the questions section.
This empowers customers to reach out if they couldn’t find what they were looking for.
Lastly, the email sign-up box rounds out this FAQ page perfectly.
If shoppers decide not to purchase right now, Shwood still stands a chance of snagging their email for future marketing purposes.
2. Pretty Little Thing
Fashion retailer Pretty Little Thing delivers a brilliant user experience with large clickable icons and on-point branding.
Not only have they used the brand’s color palette, but they’ve incorporated their brand voice too.
With drop-down boxes to keep things and intuitive categorization, customers will find it easy to get the information they seek.
Nike keeps things simple with a plain but functional FAQ section.
With a helpful search bar at the top, a clean design, and an individual page for each answer (great for SEO), Nike’s customers won’t struggle to get help here.
It’s natural that nutrition company Huel’s customers will have a few questions about their product.
So it’s unsurprising that their FAQ page is impressive.
By combining tidy headings with drop-down boxes and well-crafted answers, Huel puts the most common customer concerns to bed.
Notice how they also add existing customer photos via the ‘Huel of Fame’. For shoppers on the fence, this dash of social proof could be all they need to order their first bag.
Ethical fashion brand Everlane uses a loud and proud search bar at the top of their FAQ page to help users get answers in record time.
Beneath, they’ve neatly categorized their questions into folders like ‘Returns & Exchanges’ and ‘Retail and Sizing’.
What’s most interesting, though, is their separate highlighted category for ‘COVID-19 Updates’. In a time of crisis, customers are going to have a whole bunch of new questions.
So, take a leaf out of Everlane’s book – update your FAQ for any special sales, events, or crises where customers need specific info.
Shopify FAQs Don’t Need to Be Complicated
Too many merchants aren’t giving their FAQ page the love it deserves.
Remember, a great FAQ page can be the difference between a happy customer and one who’ll never darken your door again.
So, when crafting an FAQ page for Shopify, remember to:
- Include genuine questions customers ask (find them in your helpdesk)
- Keep your layout uncluttered and group related questions under a single heading
- Optimize your FAQ section for search
- Add a search bar to allow customers to rapidly find what they’re looking for
- Update your FAQ page regularly (remove redundant info and add new questions)
Once you’ve written the answers to your customer’s most burning questions, link them
- To a central FAQ section in your header and footer
- On relevant product pages (where answers can boost conversions)
- On your order confirmation page
While these steps may seem obvious, following them will put you head and shoulders above your competitors, boost your conversions and stick a smile on your customers’ faces.
Now over to you! What does your Shopify FAQ page look like? Did we forget any tips for other entrepreneurs? Let us know in the comments below!