Day 23: Reading your visitors’ minds

Ok, so let’s say your site is full of new shiny social proof in the form of testimonials, working 24/7 to instill trust in your visitors.

Is that enough? After all, just look at those happy customers!

If there’s one thing we’ve learned working with clients in different niches and with different audiences, is that you never know what kind of objections people can come up with. It’s wild. But that’s what we all do, especially when there’s a lot of money at stake. Humans are risk-averse creatures.

Luckily, we’ve got an insanely powerful tool in our arsenal.

FAQs (Frequently Asked Questions) have the power of countering any objections still lingering in the prospect’s mind. And they can save you a ton of work and time spent on support.

Your support team should always be gathering information on what your visitors and customers are asking. Even if it’s a complaint. Maybe even better, complaints are a gold mine of user expectations.

If you think about it, whenever a user sends you an email, they just took 5 or 10 minutes out of their busy lives to do it. Whatever they have to say matters. And chances are, if it matters to them, it matters to others as well.

You can become more proactive with this, by adding a live chat tool to your website. Showcasing your contact email or phone number are good trust signals, but nowadays, the majority of users might feel more comfortable just chatting with you.

Another way you could gather this kind of information, especially if you don’t have the luxury of an in-house support team, is to use website polls through a platform like Hotjar.

These are non-intrusive, but still noticeable popup windows, you can trigger on specific pages during the user experience to ask about visitors’ needs:

Here are some great questions to ask through support or through website polls:

  1. On product page or “How it works” page
    • Which questions do you have that aren’t answered on this page?
    • What’s your biggest fear or concern about becoming our client / buying X?
  2. On checkout page
    • What’s holding you back from completing your purchase today?
  3. After checkout (you can ask these through a survey on the thank you page, too)
    • Was there something that made you hesitate? If so, what?
    • What was your biggest frustration during your visit to our website?
    • Which questions did you have, but couldn’t find answers to on the website?

The answers to these questions will literally provide you with the exact Q&As you need to include in your FAQ page or section. It’s like reading your visitors’ minds. They will feel understood, safe and trust you enough to become customers.

A few caveats though…

Your FAQs need to be easy to read and scan

It’s very unlikely that your prospects will want to go through all the questions you present them. They might have a very specific one in mind (that you included), and want to head straight to it. This is why you want to make each question stand out without overwhelming the user.

Great ways of doing this are either using headings for questions so they are easily scannable or through accordion Q&As. So that users can quickly skim through questions and only expand the answer they’re interested in. Like this:

A terrible way to do that might look something like this instead:

The first section is almost a good idea here, providing the top 5 most asked questions upfront. However, the way they are visually presented is overwhelming and they’re really hard to read. The font is really small, the content is too wide, and what am I supposed to do with those green hyperlink questions? Should I click on them? What will happen? It’s just confusing.

The second section looks like they’re accordion Q&As, but when you click on them, each link opens a new tab. Which is really not what you want to do.

One last thing to keep in mind when it comes to FAQs is to consider the context.

From all the information you’ve gathered through support or website polls, you might see that your FAQ can be divided into categories like onboarding, process, pricing and payment, shipping etc.

Well, there’s no need to only have one FAQ page or section on the website. You can spread these through various conversion pages based on the category they fit best. This is a more effective way to counter objections. One that meets the prospect in the exact step of their journey in a sort of piecemeal fashion.

Your homework:

Start gathering information from your website visitors. By now you should have a good idea about what your main conversion pages are and on which ones you get the most questions. Today you’ll create as many website polls as you need with Hotjar, to start collecting the information you need to make your FAQs objection-proof. Use the questions we provided or some of the template ones they include in the editor. In case you need it, here’s more information on Hotjar web polls.