《跨境电商客服英语》课件-Task 20 如何构建常见问题及回答页

跨境电商客户服务英语（第一版）目录Contents第四章FAQPage任务20如何构建常见问题及回答页任务21付款政策常见问题及回答模板任务22国际运输和关税常见问题及回答模板任务23退货、退款常见问题及回答模板HowtoBuildFAQPages如何构建常见问题及回答页内容提要WhatisaFAQpage?常见问题及回答页定义QualitiesofaGreatEcommerceFAQPage

优秀常见问题及回答页的必备品质【内容提要】本节旨在介绍FAQ页设计的基础原则，以及通用型框架模版。本章的其它小节将具体讲述运输政策、付款政策、订单取消政策、退款换货政策等方面的FAQ页设计。知识目标：理解常见问题及回答页的作用和必备品质，掌握书写的基本素质和原则。能力目标：通过案例和模版的学习，能够根据具体公司需求，初步勾勒常见问题和回答页的框架。WhatisaFAQpage?什么是常见问题及回答页Incontrasttoalandingpage(落地页，即用户点击促销图片进入店铺的第一页),

wherethegoalistoconvertbuyers(转化买家),theFrequentlyAskedQuestions(FAQ)sectionisapartofyourstorewhereyouaddresscommonconcerns,questions,andobjectionsthatcustomershave.It’sdifferentfromtheproductiondescriptionpagewhereyoutellthebroaderstorybehindyourbrand.TheFAQsection,instead,dealswiththedetails.It‘sthego-todestination

(首选目的地)forfindinganswerstospecificquestionsaboutyourproductorbusinessoperation.landingpage落地页，即用户点击促销图片进入店铺的第一页)YourFAQpagecanalsoactasthefirstpointofcontactforcustomerslookingforanswersbeforetheyreachouttoyoudirectlywiththeirquestions.Whenusedright,yourFAQpagecanbenefitcustomersatdifferentpartsofthepurchasingjourney—whetherthey’reintheconsiderationphaselookingtounderstandhowyousource

(采购)yourproductoranexistingcustomertroubleshootingaproblem.Inshort,aFAQpagereducestheoverallanxietyofpurchasingonline—andthatgoesalongwayingettingon-the-fence

(观望中的)customerstobuyfromyou.2.

QualitiesofaGreatEcommerceFAQPage优秀常见问题及回答页的必备品质IfyoudecidethatyourstorecoulduseaFAQ,itistimewritegoodquestionsandanswersforyourcustomers.Emphasisontheword‘good’.Notmuchfeelsworsethancreatingahelpfulresource,onlytofindoutthatitperformspoorlyinaction.ToensureyourFAQiseffective,herearesomeimportantrulesofthumb

(经验法则)tofollow:

2.1

WriteQuestionsfromtheCustomer’sPerspective

(买家立场)Writequestionsthatcomefromthecustomer’spointofviewandanswerthemfromyourbusiness’pointofview.Thismockdialogue

(模拟对话)createsamoreconversational,relatable,andenjoyablemethodofframing

(构建)yourquestionsandanswers.VisitorstoyourFAQwillhavemoreconfidenceinitscontentwhentheyseeyouknowwherethey’recomingfrom.Frame(v.)thewayinformationisstructuredorpresented.e.g.

Ane-commercecompanycanframeitsproductdescriptionsnotjustbylistingfeaturesbutbyhighlightinghowthesefeaturessolvecommonproblemsorenhancethebuyer'slifestyle.Forexample,insteadofsaying"thislaptophasa10-hourbatterylife,"theymightframeitas"enjoyafulldayofworkorplaywithouttheneedtorecharge."2.2.WriteinaPositiveToneAlwaysmaintainaconfident,constructive,andencouragingvoicewhenwritingyourquestionsandanswers.

Thisistrueevenifthequestionisaboutpotentialproblemsthatcustomer’smayencounterwithyourproductsandservices.Theobjectiveistohelpcustomersunderstandhowtobestinteractwithyourbusiness,notscarethemoffwithunlikelyshippingproblemsbeforetheyhaveachancetoevenhappen.2.3.KeepitShortandSimpleYouwantyourEcommerceFAQpagetoshowcaseauthority,butbecarefulnottogettoowordy

(啰嗦)withyouranswers.

Attentionspans(注意力持续时间)areshortenoughalready,andyoudon’twanttoturnreadersawaybygivingthemlengthybloatedresponses.Focusonclearlyandconciselyansweringquestionsbystayingonsubjectandgivingbriefexplanationsthatdon’twastewords.Attentionspans(注意力持续时间)2.4.ConcludewithContactInformationIncaseyourFAQdoesn’tansweracustomer’squestion,addyourbusinesscontactinformationattheendofthepage.

Thisnotonlygivescustomerstheabilitytogetintouchandhavetheiruniquequestionanswered,butalsopaintsyourbusinessascommunicativeandwelcoming.Givingvisitorsmultiplewaystoreachyou,suchasprovidinganemailaddressandaphonenumber,isevenbetter.2.5.IncludeaCall-to-ActionWhilenotcompletelynecessarytoassistyourcustomers,includingaCTAisamajoropportunitytostimulatetheiractivity.

Todothisbest,putyourselfinavisitingcustomer’sshoes

(设身处地).Afterhavingalltheirquestionsanswered,whatwouldbethenextstepforthemtoengagewithyourbusiness?Includingacall-to-actionthatbringsthemdirectlytothisnextstepwillencouragethemtocontinueon.putyourselfinavisitingcustomer’sshoes

(设身处地)3.GoodFAQpageexamplesExample#1:SkinnydipLondonWomen’sclothingandaccessorybrandSkinnydipLondonhasabrandedFAQpageontheirsite,categorizedbypayment,delivery,orders,refunds,product&stock,andaccount.Userscanclicktoexpandsothecontentisn’toverwhelming,andit’seasyforthemtonavigate(浏览)thelistofquestions.

Example#2:RoodyOriginalRoodyOriginalshasauniqueproduct:customuglysweaters.Assuch,thebrandhasroomtogetcreativewiththeirbrandvoice,whichyoucanseeallovertheirsite.TheyalsoincorporatethisontheirFAQpage,andkeepquestionsveryspecificallyrelatedtotheirproductandaudience.Youcantellthey’vecarefullyconsideredwhichquestionstoputhere,beingauniqueproducttheyhavenot-so-conventional

(非常规)Q&As.Example#3:BlackMilkClothingBlackMilkClothingisanotherwebsitewhoseFAQpagehasbeenfundamentallyorganizedintotopicsthatessentiallycoverthewholeshoppingprocess(购物全流程).Apartfromsaleandpromo,itaddressesissuesrelatingtomanufacturing,products,orders,payment,andshipping.Youdon’tevenneedasearchtoolheresincenavigationisassimpleasexpandingaspecifictopicyou’reinterestedin,thenproceedingstraighttotherelevantquestions.4.

FAQpagetemplateJustlikeanAboutUspagetemplate,thereisnouniversalFAQtemplatetofollow.Buttherearecommonquestionsforeachindustry.Herearesomeofthebigonesforecommerce:Whatisthereturnpolicy?Whatistheshippingpolicy?Whatisthepaymentpolicy?Whataretheshippingoptions?Whataretheinternationaltaxes,duties,etc.thatIhavetopay?WhenwillIreceivemyorder?WhenwillIreceivemyorder?WhatdoIdoifIneverreceivedmyorder?WhatdoIdoifIreceivedadefectiveorder?HowdoImakechangestoanorderI’vealreadyplaced?Whereareyoulocated?Howistheproductmade?Wheredothematerialscomefrom?HowdoImakesureIordertherightsize?HowdoIcontactyourcompanyifmyquestionisn’tansweredhere?Afteryouhavethebasicsdown,digdeeperintoyourspecificbusiness.Thisiswherethoseinsightsfromemailandcustomersupportticketscomeintoplay.AFTERYOUREADA.UnderstandMainIdeas:1.

WhatisaFAQpage?TheFrequentlyAskedQuestions(FAQ)sectionisapartofyourstorewhereyouaddresscommonconcerns,questions,andobjectionsthatcustomershave.It'sthego-todestinationforfindinganswerstospecificquestionsaboutyourproductorbusinessoperation.FAQpagecanalsoactasthefirstpointofcontactforcustomerslookingforanswersbeforetheyreachouttoyoudirectlywiththeirquestions.2.

CanyouconcludesomeimportantrulesofthumbwhendesigningFAQpage?Answer:1.Writequestionsfromthecustomer’sperspective.2.Writeinapositivetone.3.Keepitshortandsimple.4.Concludewithcontactinformation.5.Includeacall-to-action.3.

Writedownatleast5commonquestionsonFAQpages.• Whatisthereturnpolicy?• Whatistheshippingpolicy?• Whatisthepaymentpolicy?• Whataretheshippingoptions?• Whataretheinternationaltaxes,duties,etc.thatIhavetopay?• WhenwillIreceivemyorder?• WhatdoIdoifIneverreceivedmyorder?• WhatdoIdoifIreceivedadefectiveorder?• HowdoImakechangestoanorderI’vealreadyplaced?• Whereareyoulocated?B.UnderstandDetails:1.WhatdoesaFAQpagegenerallyaddress?A.commonconcernsB.majorquestionsC.objectionsD.alltheaboveKey:D

2.What'suseofbuildingyourFAQpage?Choosethewrongoneoutofthefollowing.A.convertonlinebuyersB.actasthefirstpointofcontactforcustomerslookingforanswersC.benefitcustomersatdifferentpartsofthepurchasingjourneyD.reducetheoverallanxietyofpurchasingonlineKey:A3.HowdoyouwritequestionstoensureyourFAQeffective?A.usethecommontemplatesB.fromthecustomer'spointofviewC.fromthebusiness'pointofviewD.createuniquetemplatesKey:B

4.WhenbuildingaFAQpage,whichrule(s)ofthumbcanyoufollow?A.writeinapositivetoneB.keepitshortandsimpleC.includeaCTAandcontactinformationD.alltheaboveKey:D5.WhyisitnecessarytoaddbusinesscontactinformationattheendoftheFAQpage?Pickthewrongone.A.itgivescustomerstheabilitytobettergetintouchwithyouB.itanswerscustomersuniquequestionsC.itgivesvisitorsasinglewaytoreachyouD.itpaintsyourbusinessascommunicativeandwelcomingKey:CC.BuildYourVocabularyFillouttheblanketswiththewordsandphrasesbelow.mockdialogue,framing,go-to-destination,attentionspans,convertbuyers,clothingandaccessory,landingpage,on-the-fence,fundamentally,wholeshoppingprocess,lengthybloatedresponses,rulesofthumb

1.Incontrasttoalandingpage,

wherethegoalistoconvertbuyers,theFrequentlyAskedQuestions(FAQ)sectionisapartofyourstorewhereyouaddresscommonconcerns,questions,andobjectionsthatcustomershave.2．It’sdifferentfromtheproductiondescriptionpagewhereyoutellthebroaderstorybehindyourbrand.TheFAQsection,instead,dealswiththedetails.It'sthego-todestinationforfindinganswerstospecificquestionsaboutyourproductorbusinessoperation.3.Inshort,aFAQpagereducestheoverallanxietyofpurchasingonline—andthatgoesalongwayingettingon-the-fencecustomerstobuyfromyou.4.ToensureyourFAQiseffective,herearesomeimportantrulesofthumbtofollow.WriteQuestionsfromtheCustomer’sPerspective.5.Thismockdialoguecreatesamoreconversational,relatable,andenjoyablemethodofframingyourquestionsandanswers.

6.Attentionspansareshortenoughalready,andyoudon’twanttoturnreadersawaybygivingthemlengthybloatedresponses.

7.Women’sclothingandaccessorybrandSkinnydipL