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6 Tips to Acquire Customers with Your About Page

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ReferralCandy
ReferralCandy

We’ve 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 Havice’s post “How To Use Your ‘About Us’ Page To Acquire Customers”. You can’t imagine how scandalised we were to realize how terribly under-optimized our own About page is! (We’re working on fixing that now =/) In the meantime, here’s how you can use your About page to acquire more customers.

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PRESENTS ACQUIRE CUSTOMERS
1 MAKE IT ABOUT THEM, NOT YOU It’s all about framing. Nobody cares about your business. They care about what your b u s ine ss c an d o for th em. They want to be persuaded that you and your product are a right fit for the m. Yo u c a n t a l k a b o u t y o u r s e l f , b u t s h o w c a s e w h y you ar e so m eo n e they should give their business to.
EVIDENCE POSITIVE FRAMING AFFECTS CONSUMER 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% Before After Source: A B A B http://en.wikipedia.org/wiki/Framing_effect_(psychology)
EXAMPLE CCOPPYYBBLLOGGEERR If they built their company with it, they must be really good at it. And they must be able to help you build yours.
2 MAKE YOUR HEADLINE YOUR 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.
SUCH SCIENCE T GRAB THHEEIIRR AATTTTEENNTTIIONN -- AANNDD QUUIICCKK!! Our attention span is slipping fast! 12s 8s 9s Humans, 2000 Humans, 2013 Goldfish 17% of webpages are skipped within 4 seconds: Source: 4s SKIP http://www.statisticbrain.com/attention-span-statistics/
COOL PEOPLE HELP SCOUT We all want to do business with people who believe what we believe. What do you believe? State it proudly.
3 TELLLL A STORY 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.
MUCH RESEARCH SSTTORY SSELLLLSS BETTTTER TTHAN SSTTATTSS Donations $2.83 $1.17 Stats Story Researchers found in 2007 that participants were willing to donate up to 2.4x more when presented with a story, as opposed to statistics Source: http://opim.wharton.upenn.edu/risk/library/J2007OBHDP_DAS_sympathy.pdf
VERY STORYTELLING MAIILCHIIMP MailChimp isn't just about email marketing- it's about creating value in its hometown of Atlanta, rewarding creativity and an obsession with delighting customers.
4 SHUTTLE PEOPLE TO THE NEXT STEP NE X T ST OP: 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.
VERY STATS IINCREEASSEE ““MY”” CONVEERSSIIONSS Conversions Start Your Trial 1.9x Start My Trial 1x Unbounce.com nearly doubled conversions after changing their call to action from “Start Your Trial” to “Start My Trial” Source: http://contentverve.com/10-call-to-action-case-studies-examples-from-button-tests/
SUCH CALL-TO-ACTION LLESSSS FFIILLMSS Powerful Call-To-Action + High Contrast = Knockout Conversion Rate!
5 AVOID OVERSTUFFING Keep things succinct. TOO.. MUCH... 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.
SO EXPERIMENT DON’’T OVERLLOAD VIISSIITORSS!! A 2001 study discovered that humans can only process 4 chunks of information with their short term memory Source: http://www.ncbi.nlm.nih.gov/pubmed/11515286
MUCH ZEST TIINY BLLUE ORANGE Short. Punchy. Visual.
6 TEST,, TEST,, TEST!! 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 MIINOR CHANGES MATTER TOO!! Conversions 1x 1.3x Normal “It’s Free!” Merely adding the words “It’s Free” beside a call to action increased its conversion rate by 28%! Source: https://vwo.com/blog/ab-test-case-study-how-two-magical-words-increased-conversion-rate-by-28/
VERY CONVERSION GROOVE HQ Testing can literally double your business.
A great about page helps you acquire more customers. Visit Visit ReeffeerrrraallCaanndyy..ccom to learn how you can use your existing customers to do the same! CRAFTE D BY Source: http://unbounce.com/landing-page-copywriting/how-to-use-your-about-page-to-acquire-customers/

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6 Tips to Acquire Customers with Your About Page

  • 2. 1 MAKE IT ABOUT THEM, NOT YOU It’s all about framing. Nobody cares about your business. They care about what your b u s ine ss c an d o for th em. They want to be persuaded that you and your product are a right fit for the m. Yo u c a n t a l k a b o u t y o u r s e l f , b u t s h o w c a s e w h y you ar e so m eo n e they should give their business to.
  • 3. EVIDENCE POSITIVE FRAMING AFFECTS CONSUMER 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% Before After Source: A B A B http://en.wikipedia.org/wiki/Framing_effect_(psychology)
  • 4. EXAMPLE CCOPPYYBBLLOGGEERR If they built their company with it, they must be really good at it. And they must be able to help you build yours.
  • 5. 2 MAKE YOUR HEADLINE YOUR 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.
  • 6. SUCH SCIENCE T GRAB THHEEIIRR AATTTTEENNTTIIONN -- AANNDD QUUIICCKK!! Our attention span is slipping fast! 12s 8s 9s Humans, 2000 Humans, 2013 Goldfish 17% of webpages are skipped within 4 seconds: Source: 4s SKIP http://www.statisticbrain.com/attention-span-statistics/
  • 7. COOL PEOPLE HELP SCOUT We all want to do business with people who believe what we believe. What do you believe? State it proudly.
  • 8. 3 TELLLL A STORY 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.
  • 9. MUCH RESEARCH SSTTORY SSELLLLSS BETTTTER TTHAN SSTTATTSS Donations $2.83 $1.17 Stats Story Researchers found in 2007 that participants were willing to donate up to 2.4x more when presented with a story, as opposed to statistics Source: http://opim.wharton.upenn.edu/risk/library/J2007OBHDP_DAS_sympathy.pdf
  • 10. VERY STORYTELLING MAIILCHIIMP MailChimp isn't just about email marketing- it's about creating value in its hometown of Atlanta, rewarding creativity and an obsession with delighting customers.
  • 11. 4 SHUTTLE PEOPLE TO THE NEXT STEP NE X T ST OP: 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.
  • 12. VERY STATS IINCREEASSEE ““MY”” CONVEERSSIIONSS Conversions Start Your Trial 1.9x Start My Trial 1x Unbounce.com nearly doubled conversions after changing their call to action from “Start Your Trial” to “Start My Trial” Source: http://contentverve.com/10-call-to-action-case-studies-examples-from-button-tests/
  • 13. SUCH CALL-TO-ACTION LLESSSS FFIILLMSS Powerful Call-To-Action + High Contrast = Knockout Conversion Rate!
  • 14. 5 AVOID OVERSTUFFING Keep things succinct. TOO.. MUCH... 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.
  • 15. SO EXPERIMENT DON’’T OVERLLOAD VIISSIITORSS!! A 2001 study discovered that humans can only process 4 chunks of information with their short term memory Source: http://www.ncbi.nlm.nih.gov/pubmed/11515286
  • 16. MUCH ZEST TIINY BLLUE ORANGE Short. Punchy. Visual.
  • 17. 6 TEST,, TEST,, TEST!! 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.
  • 18. MUCH TEST MIINOR CHANGES MATTER TOO!! Conversions 1x 1.3x Normal “It’s Free!” Merely adding the words “It’s Free” beside a call to action increased its conversion rate by 28%! Source: https://vwo.com/blog/ab-test-case-study-how-two-magical-words-increased-conversion-rate-by-28/
  • 19. VERY CONVERSION GROOVE HQ Testing can literally double your business.
  • 20. A great about page helps you acquire more customers. Visit Visit ReeffeerrrraallCaanndyy..ccom to learn how you can use your existing customers to do the same! CRAFTE D BY Source: http://unbounce.com/landing-page-copywriting/how-to-use-your-about-page-to-acquire-customers/