Let’s imagine for a second that you’re trying to get a date with George Clooney, I know it might be tough to do, but do it anyway and pretend you have a chance. The fact is, he's single and has plenty of options. Now, if you’re hoping to court Clooney and get him interested, what’s that “x-factor” that’s going to get him to bite?
You’re probably wondering, how does this apply to crafting a compelling About page for your ecommerce store? Simple, online consumers are the George Clooneys and they have way more options when it comes to shopping than ever before. Now it’s your job to convince them to buy from you.
A lot of store owners end up underestimating the conversion potential of their About page. Have a look at your own Google Analytics and you'll find your About page is either the second most visited page or in the top three.
In fact, one study looking at an online store selling surf gear found that shoppers who visited their About page converted 30% higher than shoppers who didn’t. Another study found that visitors to an About page were five times more likely to purchase a product, while spending on average 22.5% more on their purchases.
Now, there’s no one size fits all solution to creating the perfect About page. It should be as unique as your brand, your products, and your story. But, there are some key elements you can put in place to establish a connection with your customers, build trust and ultimately boost conversions.