The 12 FAQ Questions Every 8-Figure Brand Has in Common

If you're doing high seven or eight figures and you have not recently optimized your FAQ section, you're losing way more money than you think.

From the 29 eight and nine figure brands that I analyzed, they have 12 questions in common that you should implement today if you do not already have these in your FAQ.

1. When will I see results?

The reason this works really well is because of specificity. Your visitors might believe in the outcome and believe in the benefit, but if they don't have a specific anchor as to when they will have this outcome, then your price will seem way more expensive than if they have a specific timeframe that they can expect results from.

So if you're good at giving them more specifics about when to get the benefit and how much of the benefit they get at certain timeframes, you are directly increasing the perceived value of your price.

2. How do I use this?

The visitor needs reassurance that if they buy the product and they get it, they know exactly how to use it to get their benefit. When a potential customer is really close to buying, this is when the details matter the most.

One of the things that hold them back at the last part of the buying journey is that they need to be assured that they can get the outcome that they have now been sold on. So by telling them and showing them exactly how to use the product in a very simple and engaging way, they will feel reassured that when they get it, they know exactly what to do with it to get the dream result that they are buying.

Most eight and nine figure brands also have a really good dedicated section to how-to-use on their product pages. So I'm really not surprised that this is the second most shared question in the FAQ as well.

3. Why should I choose you over other alternatives?

This is a very typical cold feet, last stretch objection. Remember that most of your funnel and most of your visitors will be people that are very reserved to buy your product. This means that their subconscious and even their conscious will work really hard to try to not be easy to convert and to try to not buy your product.

Often this objection is more of an excuse to escape the purchase commitment by feeling like they are being thorough with their purchase decision. So do not treat this as a very logical objection. This is more of a feeling that they need to be convinced, they need to be hard to convince to purchase something. Because that's how they feel the most secure.

To answer this escape objection, just focus completely on providing details about what makes your product and your brand special. They need to feel that they are buying something special, that's different from alternatives.

4. What am I actually putting in or on my body?

Most health related. To answer this question effectively, you have to educate your visitor and give them a breakdown of what constitutes your product. This is to assure the visitor that there isn't anything sketchy behind the scenes that provides the outcome but has big drawbacks. Let the visitor feel like they understand your product and why it works and why it's better.

A potential customer that has an active feeling of uncertainty will not purchase. So when you have successfully made them want to buy the product, you have to now make sure to dissolve any possible uncertainty that they can have and any friction they might have to complete the purchase.

5. Will this cause me any problems?

Before they buy, they want to know if there is any catch with your dream outcome. Focus on completely dissolving the feeling that there might be a catch with your product.

6. What if it doesn't work for me?

This is also one of those trying-to-escape-the-commitment objections. People start thinking: okay, it works for these people, but what if it doesn't work for me? What if my situation is special?

The highest converting way to answer this one is to give them a complete risk reversal, removing any risk associated and perceived with the purchase by answering with your guarantee and also things to back up that your guarantee is real and doesn't have a catch. And then also part of the answer should be you answering a couple common cases that the visitor might see as special for them, showing that it has been working and that it's even designed to work in that case.

7. Is this right for my specific situation?

This goes hand in hand with number six. It lowers their perceived likelihood of achievement. The best converting way to answer this question is just to give as many cases as you can showing how your product's outcome is not compromised, even across a wide range of cases and external factors that the visitor might think impacts their likelihood of achievement.

8. When will I get it and how does shipping work?

Very important concept to remember here: the visitor feels a certain distance to your product. The goal is to close this perceived mental distance as much as you can.

Humans are wired to want to see the return on investment and return on effort as fast as possible. This is why gambling, drugs, and instant gratification is unavoidable — the brain is literally hardwired to take action where it thinks it can get a certain reward in the fastest time possible.

So you should always be specific about when it will get delivered to them and where. If you deliver directly to their home, focus on that and focus on delivery and not shipping.

9. Will this work with what I'm already using?

A logical objection trying to identify if there's any conflict between something they already have or already use, and your product. Assure them that they will not have to give up something they already use and value. That by using your product, it won't create any additional friction for something they already do.

10. How is my payment treated?

They want specific assurance. If there's a subscription, what is the subscription interval and how do they cancel? And if it's not a subscription, you should include what payment providers you offer as well as when they will be charged after placing their order.

11. How does it feel to use?

Extremely powerful for your conversion rate. They can't know for sure that the expectation they have of what they're getting is the same as what they're actually going to get.

To solve this objection, help them imagine how the product feels, how it is, and how they can expect it to be when they use it. This is all about specifics — if you do not provide details and pointers that they can use to imagine the product and how it will feel and benefit them, you are leaving them just with pure imagination, which they can't really trust.

There will always be skepticism if they cannot verify that what they think they will get is what they will get. But if you give them a very clear picture of it that they can imagine, that they can think of, then it makes it a much easier yes or no decision for them. Because then it goes from "do you want to try it to see if this product is what it says it is" to "this is what you will get from the product — do you want to pay this price for this?"

12. What do I need to do to keep the benefits over time?

If someone invests and pays for something, they want to feel secure that their investment will keep its value over time. This applies to your product as well. It's really important that you do not frame your product as an immediate cost, but rather an investment that keeps on giving over time.

By providing them details and specifics about how they can keep their value and benefits over time, you dissolve any uncertainty about how they can maintain their product to keep getting the value and benefits, thereby making your product a long-term investment.

5 specific tactics from 8 and 9 figure brands

I have summarized the strategies that these eight and nine figure brands are using for their FAQ into five specific tactics that you or your team can use directly on your own FAQ to optimize it for conversion rate.

Tactic 1: Take every objection you know of, post it as a question, and answer it in your FAQ. The more objections you directly address in your FAQ, the higher your chances of giving a sufficient answer to anyone coming to your page that might want to buy.

Tactic 2: Add a question and answer for the "will this work for me?" and "will this work for my specific situation?" questions that I just covered.

Tactic 3: Take your biggest objection and make it your number one question in your FAQ, then answer that question very specifically and in detail. Preferably use review content to enrich the answer.

Tactic 4: Write your FAQ like ad copy, not support copy. Your FAQ does the last stretch of selling for your highest intent visitors, so make sure it's written to sell, not just to answer.

Tactic 5: Cover different angles of your main objections. Tactic 1 was to have a question and answer for every objection. Tactic 5 is that your main objections should get more than one question and answer. It's just like ad copy and creatives — you have to cover the objection from different angles, and this applies to your main objections in the FAQ as well.

The fundamental problem with FAQ sections on Shopify right now

Now check your own FAQs. Chances are they are not serving your conversion rate the same way that the other sections on your store are.

And also — when was the last time you did a real data-driven test on your FAQ? If your FAQ is not showing the right questions, with the right answers, not featuring other content types like reviews to support your FAQ answers, and not using the right layout, you are sabotaging your conversion rate for your highest intent visitors on a whole product page.

If you think your media gallery, your video sections, your review sections, and your FAQ section could be better — and you're doing high seven or eight figures — you should try out the CRO system that we offer in the Shopify app, Eevy AI.

It's a complete game changer for your conversion rate and to enable your team to do better CRO. If you feel like you're not using your behavioral and your conversion data on your website to the fullest degree possible, you should not be missing out on the value we provide with the CRO system in Eevy.