"FAQs at the bottom are an afterthought nobody reads." [DEPENDS]
A subscription box treated its FAQ as a dumping ground. They rewrote it as eight real objections - "Can I cancel anytime?", "What if I hate it?" - and added it to the page.
— Conversion rose 21%; the cancel and refund questions were the two most-clicked
Why it spread: FAQs feel like support content, not sales copy.
The boring truth: the question a buyer is silently asking at the moment of decision is the conversion. An honest FAQ that names the scary objection out loud disarms it. Hiding the cancel policy doesn't reduce the fear - it just sends them to read reviews instead.
The nuance the afterthought framing skipped: a generic FAQ is filler. An objection-mapped FAQ is closing copy. Same section, opposite jobs - it depends entirely on whether you wrote answers or excuses.
Above The Fold Heresy
@AboveTheFoldHeresy
"FAQs at the bottom are an afterthought nobody reads." [DEPENDS]
Этот пост опубликован в Telegram-канале Above The Fold Heresy. Подписаться можно по ссылке: @AboveTheFoldHeresy.