The whole focus of your About Us page should be on the visitor - you want to convert them into a customer. This is where third-party affirmations (such as Trustpilot reviews) can play an important role. Show off that award for great customer service. Advertise your click and collect option or your next-day delivery service to make things convenient for the customer. Make it clear that your payment and checkout processes are secure and that customer details are safe. Given that your site visitor will have concerns around the salient areas described previously, you should endeavour to head-off such concerns with positive, trust-inducing content. In other words, you should aim to answer any questions before they are asked. With every piece of content you need to be thinking in terms of countering any potential objections that the visitor might have. You need to think in terms of overcoming objections. Customer support - they need to know that they can easily contact you by any means, for whatever reasons. Shipping and returns - they need to know that you will deliver to them fast and reliably and that they can easily return items without any difficulties.Security and privacy - they need to know that their payments and personal details are secure and private.Your authenticity - they need to know that you are a ‘real business’ with a good reputation.What’s the most salient information for the visitor? They are primarily interested in: You risk losing a potential customer if you bury the essential details further down the page. You need to do this because online shoppers are generally time-poor and don’t want to wade through non-essential information before they get to the details they are looking for. This is the well-known ‘inverted pyramid’ approach to content structure. You should aim to put the most salient information ‘above the fold’ - the part of your About Us page that is visible without having to scroll. How can you increase a visitor’s trust and motivate them to proceed to make a purchase? The following principles are important to keep in mind as you think about creating - or updating - your About Us page. General approach to creating your ‘About Us’ page The visitor needs to be assured that you are a reputable company and that they can trust you to handle their payment and deliver on your commitment to get their order to them. I’m going to buy here even though I might have to pay a little more”? Their decision could have a lot to do with the impression of your business - that they glean from your About Us page.Įmotional factors are likely to be involved - do they trust you? Do they recognise themselves as the target audience? Does your content draw them in, or push them away?ĭo they think, “I like this company. If a potential customer is undecided about which website to use for making a purchase, it might not always be down to price. It might even be the number one page involved in closing. Often, visitors will move away from their checkout to read your About Us page, before deciding to proceed with their order - or not.Īs far as closing a sale is concerned, your ‘About Us’ page might be one of the most important pages on your website. Sometimes it’s the first link that visitors will click on your website. Why do visitors go to your ‘About Us’ page?
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