This Easy Change Can Lift Your Ecommerce Conversion By 30%
by: Karen Scharf, Small Business Marketing
ShareHave you taken a look at your “About Us” page lately? Is it boring, dull, lifeless, a veritable afterthought? If so, join the crowd. Most “About Us” pages are completely lackluster.
But what if you took a little time to breathe some life into that page? Would the effort be worth it? After all, does anyone really look at About Us pages?
According to one online merchant I know, the answer is a resounding “YES!”
The merchant (we’ll call him Evan) is a distributor for sporting goods; his company sells the same merchandise as many other internet merchants and they have some huge competition, including Dick’s Sporting Goods, Sports Authority and many more. Evan knew they had to avoid competing on price, but how else could they convince their target market to buy from them when there are so many other retailers to chose from?
As many websites increase their ecommerce capabilities, they are focusing on technological advancements – often at the expense of the “human factor”. But people buy from people – not computers or databases or websites. Here was an opportunity that could easily be exploited to Evan’s advantage!
Evan revamped his About Us page to highlight the unique personalities of all his staff members. The cold and impersonal professional photographs were replaced with candid shots made to look like polaroids. The individual profiles were canny, almost silly. The profiles sound more like something you’d find on a social networking site than a corporate website. Site visitors were left with the definite impression that they’d be doing business with actual people.
Oh yeah, they also included a “mini ad” on the home page announcing the new About Us page. So, did the experiment work? Well, site visitors who viewed the new About Us page converted at a rate that is 30% higher than shoppers not seeing the new page. Sounds like it worked to me!
Time to implement: revamping your About Us can take anywhere from 30 minutes to several hours, depending on how creative you want to be. If you’d like to “jazz up” your staff images, I have a freebie that can help. Click Here to download a few FREE photographic picture frames, including a Polaroid frame and photo corners. Just open the layered images in your graphics editor, adjust the size to suit your needs and drop in your own staff photos. You’ll be on your way to a more personal About Us page in no time.
July 9th, 2009 at 8:07 am
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December 22nd, 2009 at 4:09 pm
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