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by Samantha Noble on 15th October 2010
Online businesses can improve their conversion rates by making small adjustments to their frequently asked questions (FAQ) pages, it has been suggested.
Shane Cassells, a member of the Google Analytics team, told users of expert SEO services that it is common to find long paragraphs of text on FAQ pages which do not do a good job of answering consumer queries.
He suggested that it is advisable to use shorter introductions and employ bullet points to get information across more easily, as well as placing a greater focus on encouraging site visitors to make a purchase.
"Quick bullet point answers to FAQs on all relevant pages can help to reduce bounce rates and encourage visitors to become customers," said Mr Cassells.
Last week, Search Engine Watch columnist Mathieu Burgerhout explained that indexing fewer pages on a website is another good way of improving conversion rates.
This works by making sure there is a greater focus on a company's money-making web pages, he said.