5 Tips to Rock with Your E-commerce ‘About Us Page’
Your “About Us” page plays a crucial role in whether people will buy from you. It’s always an emotional decision.
While the potential customers will only see things through their perspective, it’s still all about you and to tap into the emotions of your visitors. (More on this concept a little later.)
But first let's acknowledge there are people -- nearly one in five -- who will only buy from you if you’re selling at the cheapest available price, according to my firm's research. Of course, in your pursuit of profit those are people to ignore.
Eighteen percent of clients and customers are only motivated to buy at the lowest price. They don’t take into consideration other important factors — the benefits you provide.
But even when they buy, they are the most troublesome.
They’re not repeat loyal customers and they’re the most-likely to return their purchase.
Targeting the right audience
Even if you leverage the reach of Amazon, you can still target the other 82 percent. That’s especially true for those who can be motivated to buy after reading your About page.
They want to know about your approach.
More than half of their motivation to buy hinges on they think about you, your spokespersons and employees. They like characteristics showing excellent integrity, judgment, knowledge and friendliness.
To a much lesser extent they want to be able to trust your image, your product or service utility, convenience and lastly – price.
Your About Us page should focus on five elements:
1. What you sell
Prospective buyers want to know you speak with conviction, and what and why you love doing it. But you must be succinct.
You only have a few seconds to create a positive first impression. This calls for an astute elevator pitch.
Only after you’ve hurdled this obstacle can you be more successful in providing more information.
Keep in mind, too, different prospects will see your About Us page at different stages of the buying process. Sometimes it’s early – right away. Sometimes it isn’t.
2. How and why you sell
A good prospect will want to know why you sell – what are your values and beliefs. You can help your cause if you talk about how you solve needs and problems.
Don’t just say you’re the best at what you do. But differentiate your company with an illustration of how and why so prospects get the picture.
In other words, don’t just make grandiose claims by telling them. Show them.
3. Building comfort levels
In other words, focus on building trust. How? Your visitors want to feel comfortable with your company. Show what you believe.
Do a self-assessment of your goals and how best can you explain them to build trust. Then, explain what’s important to you.
4. Explaining your story
Connect with your visitors by sharing content that interests them – enticing them with a branding story about obstacles and solutions to save them time and money while increasing revenue.
Start with a powerful headline. Insert lifestyle images of real people.
To build trust and confidence in your business, explain how you’ve become successful.
5. Getting a commitment
Visitors inherently expect you to ask for their business. So make it clear what you want and how visitors will benefit.
So very early decide on your objective, keep it simple, plan accordingly and ask for a commitment to buy whatever you’re selling.
From the Coach’s Corner, related information:
Marketing Psychology: Choose the Best Colors for Online Sales — Here are color tips to improve visitor experience and to capture customers – including a great infographic on 40 facts about the psychology of colors.
Best Sales Pipeline Tips: Content Marketing, Follow-up and Marketing Automation — Here’s how you can maximize your sales pipeline with effective content marketing, prioritizing follow-up and marketing automation.
Build a Strong Sales Foundation by Being Defense-Minded — Sports is a great lesson for sales growth — build a strong foundation by being defensive-minded. Protect your turf first. Here are five tips for sales domination in your hometown.
Marketing: Solving the Puzzle of Competition — Marketing strategies: Using political lessons as a metaphor to beat your competition.
Tips for Your Site to Capitalize on SEO Trends — How to stay on top of your search-engine optimization game; plus, a helpful infographic: 16 SEO facts we struggle to understand.
“People like to buy things they need from people they like. And somewhere we screwed it all up by making it some kind of crazy thing. It’s simply, ‘What do you need? What are you trying to solve? Do I have it?’ ‘Yes.’ ‘Is it the right price?’ ‘Yes.’ ‘Next.'”
– Irreverent Sales Girl
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