Key takeaways
- Responding quickly to customer questions prevents dropouts and results in extra sales.
- You can answer frequently asked questions with a good FAQ and product information.
- Bundle questions from chat, email and social in one place.
- A quick response increases trust and conversion.
Customer questions take time, especially if you run an online store on your own. But a question is almost always good news: someone is interested enough to make the effort. Pre-purchase questions in particular are buying signals — answer them correctly and you'll sell. With a smart approach you can keep the number of questions low and respond faster. This guide shows you how.
Three types of questions
It helps to know when a question comes up:
- Before purchasing — “will this fit?”, “when will it arrive?”, “is this suitable for…?”. These are warm buying signals; Answering quickly and correctly results in immediate sales.
- During the order — about payment, shipping costs or the ordering steps. Often a sign that something on your site is unclear.
- After the purchase — about delivery, use or return. This is where you make the difference between a one-off and a returning customer.
Avoid questions with clear information
The quickest way to get fewer questions is to make them redundant. Many questions are about the same thing:
- delivery time and shipping costs — put them clearly on the product page and in the shopping cart;
- sizes, material, use — answer them in your product texts; good, complete product pages sell and answer questions;
- returns and warranty — a clear returns policy prevents a mountain of emails.
Do you notice that a question comes up often? Post the answer on your site. Write it down once, save endless questions.
Create a frequently asked questions page
A FAQ page (or a block of questions on your product page) collects the most frequently asked questions. It immediately helps your customer, it inspires trust, and it is sometimes also found in Google — so it even attracts new visitors. Start with the ten questions you get most often and expand as you see more.
Questions that belong in almost every webshop FAQ:
- What are the shipping costs and from what amount do you ship for free?
- What is the delivery time?
- How and within how many days can I return?
- Which payment methods do you offer?
- How do I know which size to choose?
- Can I track my order?
Answer them briefly and honestly. Do you notice that a new question often comes up? Write it down immediately — writing it down once will save you dozens of emails.
Respond quickly to purchasing questions
A pre-purchase question is warm: the customer is considering buying, now. The faster you respond, the greater the chance that the sale will go through. Therefore, keep a close eye on your channels and respond to such questions with priority. A quick, friendly answer is often the final push towards the order.
Keep it clear
Collect your questions in one place instead of spread across your mailbox, your socials and your phone. This way you don't miss anything and you respond faster. If you receive recurring questions, create short standard answers that you personalize for each customer — quickly and yet humanly.
Convert questions into sales
A question is a conversation, and a conversation is a sales opportunity. Don't just answer the question, really help.
Compare two responses to “Is this coat warm enough for winter?”:
- Kil: “Yes.”
- Helpful: “Yes, it is lined and nice and warm to about minus five degrees. Are you unsure about the size? Let me know your height and I will advise you. It is now in stock in all sizes.”
The second takes away the doubts, thinks along and makes it easy to say yes. If in doubt, ask and make the next step small. Those who feel well served are more likely to buy and return. Then invite satisfied customers to your email list.
Common mistakes
- Not putting important information (delivery time, sizes) on the site, and thus receiving the same question over and over again.
- Too slow to respond to pre-purchase questions.
- Allow questions to come in spread across all kinds of channels.
- Short and cold answers instead of thinking along.
Frequently asked questions
How do I reduce the number of customer questions?
Place the information that people often ask for (delivery time, shipping costs, sizes, returns) clearly on your site and create a frequently asked questions page.
Why are pre-purchase questions important?
They are purchasing signals: someone is considering ordering. Quick and correct answers often immediately convert such a question into a sale.
Do I need a FAQ page?
It helps enormously: it answers questions immediately, builds trust and is sometimes found in Google. Start with your ten most frequently asked questions.
How do I stay fast and personal?
Create standard answers for recurring questions and customize them per customer. This way you save time without getting cold.
Where do I let customers ask their questions?
In one place that you can keep track of, for example e-mail or a contact form. Scattered channels make you miss something.
Get started
Write down the ten questions you receive most often, put the answers on your product pages and an FAQ page, and agree with yourself that purchasing questions will take priority. This way you save time and sell more. Also read how to set up good customer service.
