It’s Monday, I’m Nithya Sudhir. I collect words, chase patterns, and write about whatever makes me curious.
I do give a FAQ (Frequently Asked Questions)
People only spend about 1–3 minutes on an online store. That’s not a lot of time.
If they haven’t clicked buy now in that frame, then that’s partly because they have doubts.
Picture this, they are on your website, scrolling.. reading the product description, which they do, and the clock is ticking, it’s past 2 minutes and now anything can happen:
The delivery might ring the doorbell
Someone can share a cute cat meme!
A whatsapp message notification
Skip-ad could appear
Your product page is competing with all of that.
Most brands don’t have “time” with their customers.
They only have a brief window of attention to remove doubt, create clarity, and make the purchase feel safe.
Which is why I think brands should definitely use the under-appreciated, unglamorous, God-sent feature: The FAQ.
Did you know they were actually created by NASA?
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Built for space, perfected for shopping carts
First the story.
So, in 1982, the internet wasn’t a place you browsed. It was a place you participated in.
No websites. No Google. No search bars.
It did have shared group conversations, though. Exactly like WhatsApp Groups.
And NASA also had one of these, called the SPACE mailing list.
It was where people discussed complex technical topics about space research. Serious work. High-stakes information. And as more people joined, the same thing kept happening.
New members would ask:
“How does this system work?”
“Where do I find this data?”
“Why is this error happening?”
The answers already existed in old messages. But going back and finding them was difficult. Storage was expensive. Nothing was searchable. Most people didn’t look. They just asked again.
So the same questions kept flooding the list. And the same experts had to keep answering them.
Again. And again. And again.
So someone had a simple idea: Let’s collect all the common questions.
Write the answers once. Put them in one place. And tell people to start there.
Between 1982 and 1985, Eugene Miya at NASA gave this document a name:
Back to FAQs.
We know that FAQs improve conversion by reducing uncertainty around things like shipping, returns. And safety directly increases checkout completion.
We also know that it reduces support load and can deflect 30–50% of repetitive customer service inquiries.
And is even good for the looks. It boosts search visibility, even on AI.
Why exactly do customers love FAQs?
When information is missing, the brain slows down. We delay decisions when something feels unclear. This behavior is known as Ambiguity Aversion.
FAQs work because they close those tiny gaps of uncertainty fast.
There’s also something deeply human about wanting to figure things out on our own. We like independence. We like not having to ask. That’s the Control Principle.
FAQs quietly give people that power. No pressure. No interaction. Just answers, on their terms. That sense of autonomy lowers anxiety.
And then there’s the ‘Honesty-based Trust” phenomenon.).
When a brand clearly explains returns, delays, refunds, ingredient risks, sourcing issues, even potential downsides, it doesn’t scare people away. It reassures them. It signals, “We’re not hiding anything.”
Boy Smells, FAQ sells
Boy Smells, based in Los Angeles, California, is a fragrance brand known for gender-inclusive perfumes and candles. What started in 2016 as a small candle project has since expanded into candles, fine fragrances, body mists, washes and lotions.
From Boy Smells
What I love personally about their FAQ page is that:
It’s educational
They have questions like “How can I maximize my burn hours?” and “How do I trim my wick?” These are exactly the kinds of things a candle owner thinks about, usually ending up on TikTok to find answers, or not even realizing there is a right way to do it.
They talk about recycling.
Very few brands explain what to do with their packaging or containers once the product is finished. Boy Smells answers questions like, “What can I do with my empty glass jar?” directly on their FAQ page.
You can even email them your discount code, in case you forgot to apply it and then they will apply that in the backend.
How do I know that? FAQs!
They use FAQs to:
Address safety and sensitivity: ingredients, allergens, and skin contact
Clarify scent expectations: how strong, how long-lasting, how to layer
Explain ethical positioning: vegan, cruelty-free, sustainability practices
Reduce return anxiety: clear instructions, timelines, and conditions
How to write kickass FAQs
Don’t treat it like a legal appendix.
1. Start with Real Anxiety
Your customers have most probably already asked you.
In support tickets, reviews, sales calls, DMs, and return reasons.
Those, right there, are your FAQ outlines.
If a question shows up more than twice, it deserves a permanent answer.
2. Answer Like a Human
FAQs fail when they sound defensive or legal.
3. Lead with the Uncomfortable Questions
Whatever it may be: Returns. Allergens. Side effects. Delays. Limitations.
4. Design for Speed, Not Completeness
FAQs exist to reduce thinking time, not to educate.
Each answer should ideally be scannable, short and remove one doubt.
5. Treat Your FAQ as a Living Product
Your FAQ should evolve as your product does.
Every launch, reformulation, or packaging change should trigger an update.
FAQs build a connection even before the customer has bought anything. They show that a brand is paying attention, thinking ahead, and genuinely trying to make the experience easier.
All thanks to NASA, eh!?
How's the depth of today's edition?
As always, hit reply if something in here hits home.
See you next week,
Nithya
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