Answer the real objections in an expandable FAQ

When to use it

When a page with no FAQ holds visitors longer than average but converts below it, and dead-click visitors approach a tenth of its visitors.

How to run it

1. 1Add an expandable FAQ directly above the CTA, seeded from real sales and support questions, worded the way visitors ask them.
2. 2Leave the most common question open by default, so the block reads as an answer rather than a row of closed doors.

Why it works

Make it safe to believe you

An FAQ near the CTA answers purchase-stopping questions without lengthening the page for visitors who already decided. Nielsen Norman Group's accordion research supports the pattern on long pages where people hunt one specific thing, though most visitors never open content behind a click.

Source: NN/g accordion research