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.

1. PRESENTS
ACQUIRE
CUSTOMERS

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/