The frequently asked questions (FAQ) section is one of the most visited sections of each website. The users expect clearly written, well-organized, complete and actionable answers to their questions. Still only half of ecommerce retailers offer FAQs on their websites. Among those sites offering FAQ, almost one in five FAQ systems does not satisfy the client.

A FAQ section is especially helpful throughout critical stages of the buying cycle. Issues including the online ordering process focusing on payments and security can be solved through the FAQ section.

Tips about FAQs:

Effective FAQs
The FAQ section of your ecommerce site needs to be updated frequently. Keep it user-focused, and make sure that your FAQ page offers other easy, immediate ways (e-mail, phone, live chat) for the potential costumers to get answers.

Specific FAQs
Most FAQ sections are too long. Limit the general FAQ section to the handful of questions users are most likely to ask and create specialized FAQs for specific products, services, or types of users.

Dead-End FAQs
Some FAQs provide dead-end answers. The question is answered but the answer doesn’t include or link to relevant information that enables the user to take action. An excellent answer would link to an opt-out form or provide the e-mail address and phone number of a person to contact to opt out.

More FAQ facts to take into consideration:

Websites neglect FAQs and waste their potential
Ecommerce retailers are neglecting the answering of FAQs on their websites or the FAQs are lacking in quality. Yet FAQs can solve customers’ issues quickly and easily. Looked after carefully they provide customers with the information they seek faster than an e-mail.

FAQs rarely provide the right answers
FAQs frequently fail to do what they are supposed to, instead leaving behind more questions than answers. Almost one in five catalogues of questions leaves potential customers with their service queries entirely unanswered. And 70% of companies only occasionally provide the right responses.

FAQ saves time & money
An intelligent question-and-answer system which does not involve elaborate navigation can help customers to help themselves and it increases satisfaction levels because they can obtain a solution to their problems at any time of day or night. It also relieves other communication channels which involve much more staffing and cost. Furthermore, most customer queries relate to issues that can be dealt with more quickly by FAQs than by e-mail: delivery times, methods of payment and shipping costs. Powerful self-service solutions therefore offer enormous potential savings.

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We discussed in a previous post the advantage of opening up the international channels during 2009 to expand your business globally. While the increase in the number of prospective consumers will lead to new levels of profitability, ecommerce businesses need to establish how to charge the influx of new customers.

International Payment Method #1: Credit Cards & Online Payment

Credit cards are the primary source to charge consumers within every region where the credit card companies will calculate for you the currency conversion. The downside is that you need to set up a method to charge the cards within your bank which will most likely come at a fee.

A second and more popular option would be to charge to the consumer through PayPal or Google Checkout. While the fee for PayPal starts at 2.4% with a $0.30 transaction fee and Google Checkout starts at 2.9% with the same transaction fee, the billing options provide your business with a secure checkout process on your end and a form of legitimacy for your store.

International Payment Method #2: Bank Transfer

Bank transfers are a lot more common across Europe then they are within North America. The fees that are associated with bank transfers for the most part don’t appear in Europe. Since the payment method is popular internationally, it would be worthwhile to explore the option.

International Payment Method #3: Money Order

Funds are prepaid for the amount purchased. The consumer will purchase the order from their bank within the desired currency.  This payment method is similar to a check, but more trusted since the order will not bounce.

Even though the primary payment method for ecommerce purchases globally is by credit cards, whether directly or through and online service, there are still other widespread International Payment Methods. Two out of every three transactions are taking place in Germany are done via payment methods other than credit cards. It would therefore be a mistake to focus on a global expansion plan and ignore international payment trends.

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Twitter is a microblogging site where users can post content and messages up to 140 characters long. The social networking system has taken the early adopter and evangelist community by storm and its user base continues to increase by leaps and bounds as it spreads to the mainstream community.

Although the twitter microblog was not created for the purpose of marketing it has been utilized by various industries as part of the main marketing mix, especially in the ecommerce industry.

Methods for utilizing Twitter

First and foremost, to get your users on twitter, direct them with a link to your twitter page and briefly explain how they can sign up within your about or contact us page (take a look at Zappos.com about page as an example).

Customer Service through Twitter

Companies now have the ability to communicate with all of their clients in real time and respond quickly to any current problems. Twitter’s social networking system allows you to send a private message to specific users for customer service issues or message the entire community for more general issues which are then archived. Your twitter page in essence will become a frequently asked questions page as well, so any consumers can search for an issue that may have been dealt with already.

By tackling customer service through twitter you not only assist your customers in real time, but also develop a community around your company.

Promotional Marketing through Twitter

Once the customer service program is well in motion you can start to tap into your new found community with promotional marketing incentives. To get a quick idea of how to utilize Twitter for promotional marketing you can take a look at Dell’s campaign. Through Dell’s Twitter account, @DellOutlet, the computer manufacturing company offered discounts to its followers who were taken to a specific landing page with the promotion code for the sale item. Just through this free channel Dell was able to make $1 million in revenue.

To get started on customer service and promotional marketing it would be worthwhile to first follow current companies including Zappos and Dell to see how it’s done through your personal Twitter account and if you want to create a more tailor made coupon you can also use the free third party site twtQpon.

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Google Insights for Search is a great resource to analyze search terms within the Google network within a specified period of time, industry and geographic location.

Results can be used to view the relative volume of search terms, seasonality involved and raising search terms within your industry.

For the example below let us assume you are a designer plumbing e-retailer in the United States:

Learn your industry’s seasonality:

Within the search terms we placed “sink faucets” and select the United States and 2004 – Present as the filters for search.

From the results graph you can clearly see the industry’s seasonality for search (on this example clearly your peak is January). Knowing your industry’s seasonality will allow you to better prepare your business accordingly, including inventory planning and special advertising promotions.

Find the “rising stars” in your industry

By examining the rising searches you can find new products/brands to add to your inventory.

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