Collection FAQs and blog articles under the product grid
What they do
After the last product, a "Help & FAQs" block: "Still have questions? We're here to help. Our expert in-house nutritionists are on hand to answer all your questions", with four accordions. Which product is best for me based on my life stage? Are these supplements safe and effective? How long will it take to notice the benefits? Can I use more than one product from this category at the same time? Below that, "Expert nutrition advice & customer stories" is a carousel of three Wild Journal articles, led by "How long do supplements take to work?". The first FAQ answer points to the seven quizzes and to a free consultation.
Why it works
The four questions are the ones someone asks just before buying a supplement, so answering them on the collection page keeps the customer on it instead of searching elsewhere. The answers route back into the quiz and the consultation, so even the FAQ is a way into the funnel. The articles link from the shop into the blog, which spreads relevance between the two and gives an undecided reader somewhere to go that isn't the back button. The first article answers the same question as the third FAQ, so the two back each other up.
Makes sense when
Any collection that gets pre-purchase questions. Write FAQs specific to the collection rather than copying the site-wide ones, and pick articles that answer the same doubts. On the markup: the questions here are tagged as Question items but not wrapped in an FAQPage, so it's worth tightening if you copy it. The first answer also offers a "free 15-minute consultation" where the rest of the site says 30 minutes, which is the kind of slip that creeps in once copy lives in several places.
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