6 tips to acquire customers with your about page
DESCRIPTION
Weve been changing things up around here at ReferralCandy updating our site, improving our SEO, things like that. While reading up on what to do, we stumbled upon Jennifer Havices post How To Use Your About Us Page To Acquire Customers. You cant imagine how scandalised we were to realize how terribly under-optimized our own About page is! (Were working on fixing that now =/) In the meantime, heres how you can use your About page to acquire more customers.TRANSCRIPT
PRESENTS
WITH YOUR ABOUT PAGE
ACQUIRECUSTOMERSACQUIRECUSTOMERS
MAKE IT ABOUT THEM,NOT YOU
MAKE IT ABOUT THEM,NOT YOU
It’s all about framing.
Nobody cares about your business. They care about what your business can do for them. They want to be persuaded that you
and your product are a right fit for them.
You can talk about yourself, but showcase why you are someone they should give their business to.
1
POSITIVE FRAMING AFFECTSCONSUMER DECISIONS!
POSITIVE FRAMING AFFECTSCONSUMER DECISIONS!
When psychologists Tversky & Kahneman used positive framing in 1981 to tweak
Option (A) in a questionnaire, the percentage of people who chose that option jumped
from 22% to 72%
Source: http://en.wikipedia.org/wiki/Framing_effect_(psychology)
A
B
A
B
Before After
EVIDENCE
If they built their company with it, they must be really good at it. And they must be able to help you build yours.
COPYBLOGGERCOPYBLOGGER
EXAMPLE
MAKE YOUR HEADLINEYOUR VALUE PROPOSITION
MAKE YOUR HEADLINEYOUR VALUE PROPOSITION
Start Strong.
Skip "About", "About Us", "Who We Are", etc. They know what they clicked on, so don't state the obvious.
Make your case instead.
2
SUCH SCIENCE
Our attention span is slipping fast!
17% of webpages are skipped within 4 seconds:
GRAB THEIR ATTENTION - AND QUICK!GRAB THEIR ATTENTION - AND QUICK!
Source: http://www.statisticbrain.com/attention-span-statistics/
12s 8s 9s
Humans,2000
Humans,2013
Goldfish
4s
SKIP
COOL PEOPLE
We all want to do business with people who believe what we believe. What do you believe? State it proudly.
HELP SCOUTHELP SCOUT
People remember stories.
Stories grip people in ways that facts alone cannot. Study yourself, your team, your product and your
existing customers and figure out your story.
Then tell it, tell it as best as you can.
TELL A STORYTELL A STORY3
MUCH RESEARCH
STORY SELLS BETTER THAN STATSSTORY SELLS BETTER THAN STATS
Source: http://opim.wharton.upenn.edu/risk/library/J2007OBHDP_DAS_sympathy.pdf
Researchers found in 2007 that participants were willing to donate up to 2.4x more when presented with a story,
as opposed to statistics
Stats Story
$2.83
$1.17
Donations
VERY STORYTELLING
MailChimp isn't just about email marketing- it's aboutcreating value in its hometown of Atlanta, rewarding creativity
and an obsession with delighting customers.
MAILCHIMPMAILCHIMP
NEXT STOP:KAT HAUS!
Tell us what to do.
So, you've convinced your visitors that you're worth doing business with.
What next?
Take them by the hand and boldly lead them to the precise action you want them to take.
SHUTTLE PEOPLE TO THE NEXT STEP
SHUTTLE PEOPLE TO THE NEXT STEP
4
VERY STATS
INCREASE “MY” CONVERSIONSINCREASE “MY” CONVERSIONS
StartYour Trial
StartMy Trial
1.9x
1x
Conversions
Source: http://contentverve.com/10-call-to-action-case-studies-examples-from-button-tests/
Unbounce.com nearly doubled conversions after changing their
call to action from “Start Your Trial” to “Start My Trial”
SUCH CALL-TO-ACTION
Powerful Call-To-Action + High Contrast = Knockout Conversion Rate!
LESS FILMSLESS FILMS
AVOID OVERSTUFFING
AVOID OVERSTUFFING
Keep things succinct.
You've put a lot of work into your business, and there's a lot of great things you'd love your potential customers to know about you.
But you can't hit them with everything all at once. They'll respond to the information overload by leaving the page.
TOO..MUCH...
5
SO EXPERIMENT
DON’T OVERLOAD VISITORS!DON’T OVERLOAD VISITORS!
Source: http://www.ncbi.nlm.nih.gov/pubmed/11515286
A 2001 study discovered that humans can only process 4 chunks of information
with their short term memory
MUCH ZEST
Short. Punchy. Visual.
TINY BLUE ORANGETINY BLUE ORANGE
TEST, TEST, TEST!TEST, TEST, TEST!6
You don't learn if you don't test.
Remember that every landing page, website and business is different. What works for one marketer may not work
for another. Do your research, then test, test and test again.
MUCH TEST
MINOR CHANGES MATTER TOO!MINOR CHANGES MATTER TOO!
Source: https://vwo.com/blog/ab-test-case-study-how-two-magical-words-increased-conversion-rate-by-28/
Merely adding the words “It’s Free” beside a call to action increased its
conversion rate by 28%!
Conversions
1x1.3x
Normal “It’s Free!”
VERY CONVERSION
Testing can literally double your business.
GROOVE HQGROOVE HQ
CRAFTED BY
Source: http://unbounce.com/landing-page-copywriting/how-to-use-your-about-page-to-acquire-customers/
A great about page helps you acquire more customers.
Visit
to learn how you can use your existing customers to do the same!
ReferralCandy.comReferralCandy.comVisit