6 Tips To Acquire Customers With Your About Page

S ReferralCandy PRESENTS TIPS TOS ACQUIRE CUSTOMERS : WITH YOUR ABOUT PAGE 3 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. 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 B Source: http://en.wkipedla.org/wik/Framing_errect_(psychology) EXAMPLE COPYBLOGGER We Don't Just Teach Content Marketing ... We Built Our Company With It 20 84 92 P 13 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 WE LOVE LATS TOO! KAT. MAUS 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 GRAB THEIR ATTENTION - AND QUICK! Our attention span is slipping fast! 12s 8s 9s Humans, Humans, Goldflsh 2000 2013 17% of webpages are skipped within 4 seconds: 4s SKIP Source: http://www.statisticbrain.com/attention-span-statistics/ COOL PEOPLE HELP SCOUT O Help Scout Tres 13-Or Tial ing We believe great service is great for business. So we buit a product that helps companies deliver outstanding customer support. Were committed to small businesses that love Customers, and providirg them with a simple product, free data-driven eBaoks and ongoing content about custorner loyelty. We all want to do business with people who believe what we believe. What do you believe? State it proudly. TELL A STORY ONCE, THERE WAS A NINJA... People remember storles. 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 STORY SELLS BETTER THAN STATS 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://oplm.wharton.upenn.edu/risk/brary/J2007OBHDP_DAS_sympathy.pdr VERY STORYTELLING MAILCHIMP Don't take our word for it Mane thansmn pieple and compares of al s ua MaChimpto send about 1oon emails every monch. They kve uhat they de, nd we ove helping them de . Brooklyn Based MailChimp isn't just about email marketing- it's about creating value in its hometown of Atlanta, rewarding creativity and an obsession with deligh ting customers. SHUTTLE PEOPLE TO THE NEXT STEP NEXT STOP: KAT HAUS! ABOUT EXPRESS 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 INCREASE "MY" CONVERSIONS Conversions 1.9x 1x Start Start Your Trlal Мy Trlal 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 LESS FILMS THE MAIN EVENT From The Shadows A Champion Emerges Frged inthe fery ndrgund tirgrirgsef laride. Leofims briegsks unique hand sth ard del erp . tnatawn ny yet yth lrs kwhalofour ide ad rever gve Sory Meet the World Tag Team Champlons Erie aall ba BIloa Dinctor Praect Maragar erkdemell out eele les omd rd vetvuad Thenthryorray nat bereft Lesnnders some sufeth on SO WHAT ARE YOU WAITING FOR CHAMP? Hire Us Telleg the wold abes oiethngya/edangs what we Ief Salefstutchotng day Powerful Call-To-Action + High Contrast = Knockout Conversion Rate! AVOID OVERSTUFFING TOO.. MUCH... |Fun Facts GOOL STUFF 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. SO EXPERIMENT DON'T OVERLOAD VISITORS! A 2001 study discovered that humans can only process 4 chunks of information with their short term memory Source: http://www.ncbl.nim.nih.gov/pubmed/11515286 MUCH ZEST TINY BLUE ORANGE what it.. ..that seeding site plan could fow as vibrantly + pulp-free on an actual acreen as it does in your heod? ..a "great user experience" waan't Imited to your users-that you, weeding through your plug-ing wore included? you actually coid bask in the preserce of a web-sickkick on your ertreprenarlal team-even if your team is a party of one? .oranges raally dei comen blue (and not just whan vou lose gne in the far reaches of your tridge? Short. Punchy. Visual. 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 MINOR CHANGES MATTER TOO! Conversions 1.3x 1x 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 Erenthin voundie deliver wmone How We Grew Conversions 100% by Rethinking Our Design Strategy Alex Tumbull vrote this on Mar 13 Our customers were happy, our product was strong, but our conversion rate was awful. Here's how we changed that... Testing can literally double your business. A great about page helps you acqulre more customers. Visit ReferralCandy.com to learn how you can use your existing customers to do the same! CRAFTED BY S ReferralCandy Source: http://unbounce.com/landing-page-copywriting/how-to-use-your-about-page-to-acquire-customers/