Conversion Optimization On Your About Page
Your "About" page is like a secret weapon for more conversions. Most people severely underestimate the level of power that an About page can have.
In this article, I want to show you the untapped power of the About page, and how you can leverage it for more conversions.
Do you have an About page?
One of the most important conversion-ready pages on your website is your About page. I’ll explain more about why it’s conversion-ready, and what that conversion action should be.
For right now, let me just insist on one point: You need an About page.
No, you don’t have to call it an "about" page. It can be slightly different. Here are some options:
- Meet the team
- Get to know us
- About us
- Who are we?
- Who we are
- Let’s meet.
The point is this: Your About page is a great way for your potential customers to learn about you, get to know you, and to convert. If you don’t have an About page, you’re missing out on a great opportunity to gain these extra conversions, and to invite your customers further down the conversion funnel.
Watch your About Page metrics.
First off, take a look at your analytics to find out how your About page is doing.
To do this, go to Google Analytics, and choose your site. Click on Behavior → Behavior Flow → Site Content → All Pages. Find your About page in the list. If you have an About page, it’s probably ranking pretty high on the list of top-visited pages.
Here’s one of my clients. Their About page is the third-most visited page on the site — and they have a big site.
(Information blurred to protect client confidentiality)
A brief survey of your About page’s metrics should help persuade you that this is an important page.
Important pages shouldn’t go to waste.
What do your About Page metrics tell you?
Every set of numbers tells a story. If you have any number of clicks, visits, dwells, or other action on your About page, here’s what it’s telling you.
People click on your About page for the following reasons:
- Because they are interested in your content. First off, if your content is compelling enough, it will invite clicks on the About page. Your content can either be negatively compelling or positively compelling. In other words, someone might love your content and click on the About page, or they might absolutely despise your content, which also compels them to click on your About page. Either way, they’re interested in your content.
- Because they are interested in you. The About page has a personal feel. Most of the time, an About page is information about an individual or group of individuals. We, as humans, are wired to have an interest in other people. If you are consultant or professional service provider, people click on your About page because they are interested in you and possibly in your services.
- Because they want to evaluate you on more than just the basis of your content. Sorry about this, but users are intent on judging you, your site, your work and pretty much everything else about you. They go to your About page so they can find out more about you, beyond the articles that you’ve written.
Basically, people click on your About page because they are interested in taking action. They’ve already taken one step in the right direction — clicking on the About page. Based on the law of the Foot In The Door, the user is likely to take another action.
What’s that action going to be?
It depends on how you’ve customized your About page to maximize conversions.
Why your About page is one of the most important pages on your site.
Why is the About page important? Here’s why:
- An About page is conversion ready. By clicking on the About page, the customer says “I’m interested.” More to the point, they’re ready to take the next step. The laws of human behavior state that a single action toward a goal is likely to result in a second action toward the same purpose.
- An About page is a high-traffic page. For websites with About pages, that About page gets a lot of traffic. Just check your metrics. And if you don’t have an About page, I suggest you create one.
- An About page creates a memory of you or your services. As long as you craft a compelling and meaningful About page, it can create long-lasting memories in the user’s mind. Pictures, infographics, videos, headlines, content — all of this information forms a memory about you, which can serve to enhance a current or future sale.
- An About page creates a human connection between you and the user. The human connection is one that is lacking on many landing pages and many websites. Studies indicate that photos of human images on websites can improve the interactivity, trust level, consumer confidence and connection with that site.
Some are finally realizing the power of the About page. Brian Dean, for example, recently discussed some of the techniques for increasing his blog’s conversion rate, including optimizing his About page.
For the most part, however, this is a gaping hole in the conversion optimization literature. If you optimize your About page, you can start to pop off conversions like nobody’s business.
What should the conversion action be on your About page?
Now, let’s get really practical. What should the conversion action be on your About page?
It should be email signups.
Email addresses are worth their weight in gold. An email address gives you a direct marketing channel with individuals. A single email address has a worth potential of hundreds of dollars. Simply get their email address. That’s it.
Here’s Brian Dean to show us what it’s all about.
True to his word, he asks for the email address again at the bottom of the page:
Bryan Eisenberg captures emails with this form on his About page.
Some businesses are more interested in phone calls than email addresses. Your CTA may differ slightly according to your specific needs.
For some reason, ConversionSciences wants to schedule a phone call, but they do get your email address. Here’s their About page:
What should your About page say?
What should your About page be about?
The biggest misconception about About pages is that they are supposed to be about you.
They’re not supposed to be about you. They’re supposed to about the person who is reading them. Let me go through several critical must-haves regarding your About page.
It should be user-focused, not you-focused.
The about page is a prime opportunity for you to appeal to your customer. While you’ll need to slip in some information about yourself, the entire focus of the page should ultimately be upon the customer.
The user clicked to the About page to find out about you. Fair enough. Give them the information about you. But the overall goal of the page is to convert the customer. Let me show you some examples.
Look at Rich Page’s website. This is great. He writes, “About Me ... And How I Can Help You!” Let’s pay attention to the fact that he tells us, in 14 words, everything we need to know about him — and then tells us about the awesome things he can do for us.
This is an About page that is totally user-focused.
Ramit Sethi of IWT has an About page that shares information about himself.
But that’s not all he does. He also gives to his readers in the following ways. First, he’s got conversion-ready action going on with his HelloBar CTA.
Keep reading, keep scrolling, and you’ll find yourself in CTA city.
These are just a few. The entire About page is a massive landing page, complete with literally dozens of CTAs.
Each of these CTAs is entirely focused on the user — helping them to become rich, become smart, become successful, and to become a customer of IWT.
See how it works? Even though Ramit must say a few nice things about himself, he’s ultimately focused on delivering value to the user.
It should be inspiring.
People come to an About page needing some inspiration. You, as the subject of that page, are the source of that inspiration. But remember the point above. Ultimately, that inspirational success story needs to help the user.
Notice how I’ve tried to do this on my About page.
I discuss some of my experiences, which have been enjoyable and inspirational. And then I indicate to my readers how those experiences can help them. I create inspiration, and then I focus on the user:
- Are your digital marketing campaigns bringing your company all the leads and sales it wants?
- Are your websites stagnant, your social media networks bypassed, and your mobile marketing strategy still nonexistent?
- Chances are, all of your campaigns can be making more money for you.
- I can show you how.
Unbounce adds a zing of inspiration to their About page. They tell you, “everybody wins,” which inspires you to use their service’s benefits and features.
It should create some level of curiosity.
Effective CTAs are ones that tantalize the user with the carrot of curiosity. What’s going to happen post-click? What will I get? How will it look?
An About page needs to answer some questions, but not all of them. That’s where your CTA comes into play. Create a little bit of curiosity that will invite conversions.
For example, Tim Ash wants people to buy his "Landing Page Optimization" book, and he wants people to attend the Conversion Conference. Both of these are available through his About page.
It should provide value to the user.
In keeping with the drum I’ve been beating, an About page should deliver value to the user. You can do this by giving them something — ideally a chance to convert. This conversion action, of course, must be something that is clearly tilted toward their benefit.
Ramit Sethi, again, does a great job of this. Here’s what you see on his About page:
It’s a creepy pic, but it does get the message across: Ramit wants to give you ten thousand bucks. Do his users want ten thousand bucks? Heck, yeah.
Peep Laja’s About page gives you all the benefits that you get from reading his blog. There’s not a whole lot about Peep. Just stuff about you. Plus, that little bit of elitist flattery about how smart you are.
HitReach almost totally dispenses with stuff about them, and drives straight to the needs of the user:
Basecamp does much the same thing. They use their About page to tell a few inspirational facts about their company. Then, they just focus on the user. This is what it looks like:
See what they did there? We care about you. We will treat you right. We like you guys. We will respond to your emails in 60 seconds.
It’s never about you. It’s always about giving value to the user.
It should have all the strategy of a landing page.
Your About page is a landing page. So here’s the deal — kick it like a landing page. Sure, go ahead and tell your life story, your awesome degrees, your penchant for coffee, your love of Miniature Harlequin Poodles, and your whatever else. But in the end, this is a landing page.
Pull out your best LPO strategies — persuasion, form, buttons, layout, verbiage, value, buttons — and everything else that you know to improve conversion rates.
This is a place where conversions can, should and will happen.
It should have a CTA or three.
Finally, bust out the CTAs like mad. Remember Sethi's landing page that I showed you previously. This guy had no qualms about unleashing a tropical storm of CTAs. Chances are, with all those CTAs swirling around, someone’s going to click on something, and Sethi trains yet another padawan to be rich.
Loz James uses his website’s About page to drive action with several well-placed CTAs:
WiderFunnel boils their About page down to this single CTA:
The power of this About page lies in the singularity of the CTA.
Roger Dooley’s About page on his Neuroscience Marketing Blog has this fat CTA — a Free Guide.
Buffer pops in their CTA at the end of their About page.
Go with one CTAs. Go with many CTAs. Just go gangbusters with CTAs.
So, ready to rake in the conversions? Tell your About page what to do, and you’ll be ready to rake 'em in.
When you do, I want to hear all about it.