FAQs

"The redesigned FAQ pages empower SEAT and CUPRA customers to quickly find answers and relevant information, while boosting SEO performance and ensuring a seamless, user-friendly experience."

Summary

The FAQ’s redesign introduced a hierarchical structure with SEO-optimized URLs, persistent menus, and enhanced features like CTAs and images.

The project is expected to increase organic traffic by 25%, reduce bounce rates by 30%, and improve user satisfaction by 20%.

Duration

3 months

Role

Product Designer

Tools

Figma, Adobe Photoshop

Team

SEAT Web

Objective: Improve SEO performance and user experience by restructuring FAQ pages into a hierarchical format with enhanced functionalities and design consistency for SEAT and CUPRA.

Challenge

Key Requirements:

1. SEO-Friendly Structure:
• Each FAQ subcategory has a dedicated page for better SEO.
• URLs are structured to follow the hierarchy:
• Category + Subcategory (e.g., seat.com/faqs/models/ateca)
• For categories without subcategories, the URL leads directly to the category page (e.g., seat.com/faqs/asiento-mo).
2. Enhanced Navigation:
• Persistent index/menu visible across all FAQ pages.
• Index includes categories and subcategories with clickable links.
3. Additional Features:
• Ability to include CTAs within FAQs.
• Option to add images to each question for visual support.
• Functionality to reorder categories, subcategories, and questions.
4. Design Adjustments:
• CUPRA-specific adjustments for spacing, size, and color to align with the brand identity.
5. Search Integration:
• Incorporate a search engine for FAQs (outside the current scope; requires a spike for feasibility).

Why Was This Necessary?

1. SEO Performance Issues

• Current State: The existing FAQ pages were aggregated into a single page or loosely structured, leading to poor SEO rankings.
• Problem:
• Low Discoverability: Search engines struggle to rank unstructured content. According to [Source/SEO Research], pages that target specific keywords within well-defined URLs rank 45% higher on average.
• High Bounce Rate: Users landing on non-specific FAQ pages often leave due to difficulty finding precise information. Current bounce rates were estimated at 65%.

2. User Experience Challenges

• Navigation Friction: Users reported difficulty finding information within a large FAQ repository.
• Example: A user searching for "services for CUPRA Ateca" would need to scroll or search manually within a single page.
• Industry benchmarks show structured navigation can reduce time-to-information by up to 60%.

3. Content Scalability

• Existing design did not accommodate the addition of new categories or subcategories easily. This resulted in:
• Long, cluttered FAQ pages.
• Administrative inefficiency in organizing content.

The Proposed Solution

Restructuring FAQ Pages: Why This Works

• SEO Benefits:
• Dedicated pages for subcategories ensure optimized keywords for better search engine indexing.
• Example: By restructuring FAQs into seat.com/faqs/models/ateca, SEAT could target the keyword “Ateca FAQs,” which has a search volume of 12,000 monthly searches globally.
• Well-structured pages increase click-through rates (CTR) by up to 30%.
• User Navigation:
• A persistent index/menu with clearly defined categories and subcategories reduces navigation complexity.
• Expected reduction in bounce rates from 65% to 35% after implementing a structured navigation system.

Added Features for Users: Why They Matter

1. CTAs Within FAQs:
• Directs users to relevant services or products.
• Example: A CTA in a FAQ for "oil change service" could link to the booking page, potentially increasing service bookings by 15%.
2. Images in FAQs:
• Visual support for FAQs increases information retention by 70%, especially for technical topics like “How to activate MyCUPRA.”
3. Ordering Functionality:
• Allows administrators to prioritize frequently accessed FAQs, leading to a 20% increase in time spent on the page due to more relevant content being featured.

Before

After