What if told you that I know exactly why you don’t get as many sales as you hoped for?
Nah, it’s probably another useless crap about traffic, lack of email list, poor product descriptions, no free shipping, weak calls to action or who knows what else, you say.
Wrong (although all those things do play a huge part in the process too).
You are just not credible enough for customers to buy from you.
Selling online is all about building trust.
I am not sure how many times I actually said these words here on Ecommerce Insiders. Probably many and definitely not enough. Trust is still a greatly overlooked factor in ecommerce.
Sure, many shops list a phone number, their address, an email address and set up SSL connection to secure their transactions.
Yet, a quick skim over their “about us” page demolishes any other efforts they make.
While striving to offer you the finest selection of [product], acme.com also goes out of its way to offer you the best shopping experience on the internet. We’re large enough to offer you the top [product], [product] Tools and Accessories available, yet small enough to think of you as a valued customer rather than a number.
The above is a company description I found online (I only removed the product name and the company, everything else is left as it was on the page).
Does that sound like something that could build trust? Not really. Yet, it is one of the many similar descriptions you can find among online stores.
Their “about us” pages are either overbloated self proclaiming pieces created probably only to muster their ego or a one sentence microcopy that has nothing to do with what customers expect today.
Either way, if this is a content you have on your “about us” page you have a serious problem.
Here’s how you can fix that.
Before we talk about the ways to fix your “about us” page, let’s talk about why do you actually need it anyway. Sure, it is a page whose purpose is to introduce your company to the visitor and offer some sort of background information, but that’s not all.
An “about us” page is there also to:
All in all, it is to create a sense of trust and credibility in you and your offering. However, in many cases companies use their about us page to brag.
All they do is state:
But is bragging enough to make customers trust you enough to buy from you?
I sincerely doubt it.
So instead of just talking about you, why don’t you try to include these 7 things on your “about us” page.
If you look carefully at the above anathomy of an about us page, one thing becomes clear:
The main goal for this page is to make you more real and credible to your customers.
The advantage brick and mortar stores have over us is that they can build that personal connection straight away and without any problems. There are people behind the counter or on the shop floor and they all contribute to this bond buliding.
Online, you are all the time behind the glass screen of a computer or any other device. You thus need to be more active in building that relationship. Making yourself and your staff look more real to your customers is a great first step.
There is one more thing I want to touch on before I go.
You may have entered ecommerce to sell a particular product you just found a great demand for (and it’s cheap to sell at a good margin). Yet, that’s probably not an angle you want to present to your customers, right?
So, how do you tell a story if all you did was find a profitable niche and build a site selling those products? Well, if you look at it closely, you probably know a lot about this product by now. You must since you built the site, write blog posts on various topics related to the niche and products, you created custom product descriptions and so on. Perhaps you even started using the product yourself or at least know someone who does.
Play on that. State that you weren’t always the user but have converted after reading so much about the product. Sure, it might be bending the truth a little but it’s still better than stating you’re not even interested in the product you sell.
That certainly wouldn’t help in building your reputation.
In order to sell online you need to have your customers know you, like you and trust you. Only once they feel you are a credible resource, may they buy from you.
An “about us” page is one of the best channels to introduce yourself as a resource to your customers and start building a relationship with them.
What else apart from the points above you think should be on the “about us” page?