FAQ Page Benefits –
1) Saves Your Time
2) Signals Your Proficiency
3) One Page For All Information
4) Increases Conversion Rates
FAQ Page Drawbacks –
1) Lacks the Human Touch
2) Excessive Information
There is a thin line between too much and just enough information. The line may be at varying points for different people. 88% of online consumers are less likely to return to a site after a bad experience. So every time you decide to add a question, it is hard to predict if it is really necessary or not so important. When you have more than a few questions, there are high chances that it may all seem messed up and all over the place for your customer.
3) Increases Navigation
Say your customer is checking out a product on your product page and he or she comes up with queries, they must navigate to the FAQ page to get it answered. Questions specific to the product can be answered on the page itself and for other general questions, it is better to visit the FAQ page as adding it in each product page will become repetitive and unnecessary. Anyhow, an extra step of navigation will be included.
4) Poor Content Confuses
38% of people will stop engaging with a website if the content or layout is unattractive. When a FAQ page is poorly written (unnecessary questions, answers that don’t make sense, unrelated questions and answers or answers that arise more questions), conversion rates drop instead of going up. This makes it vital that a FAQ page if included, must be designed and written the right way or it is better to skip it and look for another alternative.
A FAQ page can do both good and bad. Based on what your business is, how your target audience thinks and how you want to cater to them, you can choose whether to have it on your e-commerce site or not. If you decide to include it, do your research right and measure your page’s performance after implementation.