Optimise your FAQs for new customer acquisition
Don't let them go to waste
Hi there,
I remember the moment I truly appreciated FAQs. Before that, it had been a standard part of the page. Afterwards, a key tool in my landing page optimisation kit, crucial for easing any hesitations. It now just hurts to see bad ones.
It was when we hired the amazing Michael Aagaard at Heights to support optimising our landing pages.
We were wasting our FAQs; they were far down the page and out of sight, and they focused mainly on us and a few practicalities.
Michael suggested something that felt rather crazy to me: testing them earlier on the page.
It felt like a mental error for me, but I remember those heatmaps, the engagement on them was incredible, if only I remembered the exact numbers on the positive impact it had on the conversion rate.
It was definitely enough that it is now something I standardly look at.
So here are your FAQ quick tips:
Don’t leave them at the bottom of the page - Especially for a hesitant audience
Think in terms of your customer - What are the questions they ask? What do they need to know before buying?
If you aren’t sure what to add, ask customer support - What hesitations do they commonly hear? You can even look at questions via social media to get inspiration.
Don’t be afraid to tackle the tricky ones head-on - What makes you different from key competitors? Why are you more expensive? What is your guarantee policy? When will they see the difference?
Show off your personality in a human way - Manage expectations, say what you can’t do and what benefits to not expect immediately, this is your chance to build their trust.
Don’t over do it - I usually suggest 4 - 6 FAQs to make them manageable to read.
I wanted to include several examples of great FAQs, but honestly researching them was depressing. So many brands let them go to waste. Even fun and upcoming brands just stayed super practical vs tackling the real questions.
So when all the brands were down in the dumps when it came to FAQs I had to turn to… toilet paper. Who Gives a Crap, you’ve done well:
Human, funny and full of real questions (except maybe 3, that one was a bit strange).
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Recommendation
Given how much I’ve learnt from Michael Aagaard over the last few years about landing page optimisation (I first saw him speak nine years ago… ok I’m getting old). I had to recommend his new course on it on CXL.
As you may have heard (given I was excitedly shouting it from the rooftops) I also released a course on CXL on Growth Strategy. So if you do check out Michael’s, feel free to check out my one too (and use DAPHNE for 10% ongoing if you are subscribing for the first time to CXL).
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So this was a newsletter that I thought would be a quick one, I’d mapped it out in my head a while ago and knew what I wanted to share.
But then I ended up spending an extra hour looking at about 20-30 DTC websites' FAQs, oops. I came across:
Brands with 15 FAQs
An FAQ where each box answered with “This content will be hidden until the user opens the collapsible. You can replace this content with whatever you feel should be hidden.”
And my favourite for an electrolyte brand” Why are the different flavours of BRAND sachets different weights?”... I could not find the weight anywhere on the page, is that really new customers most pressing question?
So lot’s of room for improvement, but as always, test first.
Daphne