When I first learned that buying a beanbag online doesn’t always include the filling, I felt the pain.
Instantly, we knew this was the perfect spot for messaging magic.
This is why I’m obsessed with messaging and copywriting. It constantly reminds me that CRO is all about empathy. If we can’t see through our customers’ eyes, we can’t optimise.
We’re optimising the site for THEM, not for us.
Let me show you how using FUQ (Frequently Unasked Questions) can unlock conversions.
Let’s break it down so you can apply it to your own business.
Three Key Pieces to Using a FUQ:
- The Right Question
Understand what’s running through your customers’ minds before they purchase. Your sales team? They’re goldmines for these insights. - The Right Answer
Deliver it clearly and compellingly. Visitors need to read it, get it, and believe it. This is where copywriting does the heavy lifting. - The Right Way
A strategic choice of where and how you display it. A tooltip? A new section? In the buy box? Next to the CTA?
The Beanbag Example:
Most people assume that when they buy beanbags online, the filling comes included. But it doesn’t. We knew this confusion had to be turned into a conversion driver.
So, we made it crystal clear and flipped the confusion into a selling point. (See image)
The result? An 18% increase in transactions sitewide.
What FUQ Should Your Page Be Addressing?
Because sometimes, it’s the questions that no one’s asking that unlock the conversions everyone’s chasing.
🤔 Curious to see if your messaging hits the mark?
We’ve helped 200+ CMOs and Founders refine their messaging—resulting in conversion uplifts of up to 53%. We can do it for you (implemented, A/B tested) or do it with you.
Book a call, and let’s find some low-hanging fruit together.
