Conversational FAQs: The Benefits Of A New Approach
Your customers have a number of frequently asked questions regarding your business and want a convenient way to find this information out. They want a quick and concise answer and they don’t want to have to email or call you for the information. An FAQ page allows you to collate this information in one location to help your customers find the information they need.
What is an FAQ page?
The Frequently Asked Questions (FAQ) part of your website is a location where you address common customer questions or concerns. Whereas your ‘About Us’ page might tell the overall story behind your brand, the FAQ section gets more into the specifics. This is the go-to destination for finding answers to specific questions about product, service or business.
It will often act as a first point of contact for customers before they reach out to your customer support directly with their questions.
The Benefits of an FAQ Page
Addressing these frequently asked questions is only part of it though. An FAQ solution done right can become an effective addition to your website that can serve a number of functions such as;
- Lowering the burden on customer support by providing access to common questions
- Addressing any anxieties that your website content doesn’t directly address
- Making it simpler for customers to navigate around your site
- Improve customer engagement by answering questions in more creative ways
- Earn trust through sharing product expertise and explaining more about your business
- Self-service support via an FAQ page means fewer customer support tickets in your inbox
How To Do It Right
There are a number of things to consider when adding an FAQ page to your website. An FAQ page done wrong can be frustrating for a customer as they might struggle to find the information they need, or you might not be addressing the issues that your customers are actually having. You should already have an idea of the common questions your customers are asking on an ongoing basis. In this case it is better to address them publicly.
You also need to consider how complicated your product or service is and ensure that you can provide answers in a simple and clear way. You don’t want to confuse your customers or provide inaccurate information.
It is also important to create content or landing pages that you can link to from your FAQ section in order to direct customers to the relevant page to address their question. If you manage to address an important objection and then link to a relevant product page you have moved the customer further down the conversion funnel.
You also need to think about the way you answer these questions. Try and frame your answers in a positive way, even if you are addressing a shortcoming in the product or business. Although you want to provide a thorough response you also want to make sure you don’t give them more than they need, or they may become bored. Focus on clear communication and the goal you are trying to achieve with each question in the FAQ.
Images and videos can also be very powerful and can often explain your answer better than words.
An FAQ page is a great start to dealing with common questions, but they also have a number of issues. Customers might struggle to find the question they want to ask, or the wording might appear differently to how they would phrase it. They can often be quite intimidating if you have answers to every question in one location and lack any real engagement.
Moving your FAQ page into a chatbot conversation offers a number of advantages over the traditional approach that can lead to better engagement and better results.
Your chatbot can add a little personality to the conversation and answer questions in a more fun and engaging way. Rather than addressing all the issues in one large page you can allow the customer to ask the question in their own words or choose from some common areas to see popular questions within this area. This allows you the flexibility to route your conversation down different paths based on the question your customer is asking. You can embed videos and images or even direct them to a different page on the website.
An FAQ page can also often be difficult for a customer to find. Wizu FAQs can be triggered via a website popup which means no matter which page your customer is on the FAQ is always available and it can also vary the content depending on which page on the site you are on. This helps with understanding the context of your question more and this context can be used to decide which response is most relevant to your customer.
If your customer has a question that Wizu can’t answer, then you can automate a process to contact a customer support agent instantly and let the customer know someone will get back to them. You can then add this question to the conversation if required and continue to build out your questions over time.
Every business should be addressing common questions their customers have but traditional FAQ pages are often stale and uninteresting. Provide the information they need in an engaging conversational FAQ and not only will you offer a better experience for your customer, but it can lead to more conversions and reduced customer support.