What counts as FAQs
This collection covers FAQ sections and accordions on product pages and homepages, plus tools that answer a buying question directly, such as product finder quizzes.
Quizzes have their own page at product quiz tests.
The answer first: win/loss record
4 measured tests, 4 wins, no losses. Kasper Dolk ran three and Dave Diederen ran one.
The evidence is thin, so the numbers below show what worked once, not what always works.
Where FAQs were tested
Moving the FAQ higher
Kasper Dolk reported the FAQ result alongside a cart mystery-gift test.
Moving the FAQ higher lifted conversion rate from 5.98% to 6.55% (+9.53%), revenue per visitor from €2.17 to €2.45 (+13.08%), and AOV by 2.12%.
Homepage
Dave Diederen added a trust-focused FAQ to a homepage, covering shipping, returns, payment and whether the store is legit.
It ran 26 days on 96,093 visitors and reported +1.15% revenue per visitor, about $8,984/month.
Dave Diederen's point: homepage visitors ask trust questions, not product spec questions.
Product finders
Kasper Dolk ran two product finders for stores with large or high-AOV ranges.
The finder with emotional steps reported +€89,567 on 57,978 visitors at 100% confidence.
The collection page finder quiz showed +€54,910 on 33,388 visitors at 89% confidence while still running.
@DaveDiederen
@kasper_dolk@kasper_dolk@kasper_dolkBiggest wins and their numbers
- Product finder with emotional steps: +€89,567 at 100% confidence.
- Product finder on a collection page: +€54,910 at 89% confidence, in progress.
- FAQ moved higher: +13.08% revenue per visitor.
- Trust FAQ on the homepage: +1.15% revenue per visitor.
Tests that lost or were flat
None of the four lost. The homepage FAQ was a small effect (+1.15%) that needed nearly 100,000 visitors to read, and the collection page quiz had not reached 95% confidence when it was reported.
No one here has published an FAQ test that hurt, which is a gap in the evidence, not proof that FAQs never hurt.
Design patterns that won
- FAQs placed higher, closer to the buying decision.
- Questions about delivery time, returns, payment and trust, not product specs.
- A guided "which one is right for me" flow when the range is large.
How to add or change FAQs on Shopify
Most Shopify themes include a collapsible content or accordion block you can add to the product template or homepage.
Pull the questions from your support inbox and reviews.
The product page checklist covers where FAQs sit next to other buying information.
How to test it on your store
Hypothesis: shoppers leave because their last objections go unanswered, so moving an FAQ with our top three support questions next to the add-to-cart button will lift revenue per visitor.
Write it down before you start; see how to write a test hypothesis.
Measure revenue per visitor. Effects can be small, as Dave Diederen's +1.15% shows, so check the sample size calculator before you launch.
Ideas worth testing
- Kasper Dolk suggests moving FAQs from the bottom of the product page into the hero, next to the add-to-cart button, with objection questions such as "Is it painless and safe?"
- Kasper Dolk also suggests collapsed dropdowns grouped by topic and ranked by importance.
- Dave Diederen suggests putting shipping, returns, sizing and an FAQ accordion within 100px of the add-to-cart button, and using above-the-fold FAQs only for real objections.
- Dave Diederen suggests a video customer review right below the FAQs.