PRESENTS

WITH YOUR ABOUT PAGE

ACQUIRECUSTOMERSACQUIRECUSTOMERS

MAKE IT ABOUT THEM,NOT YOU

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.

1

POSITIVE FRAMING AFFECTSCONSUMER DECISIONS!

POSITIVE FRAMING AFFECTSCONSUMER 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%

Source: http://en.wikipedia.org/wiki/Framing_effect_(psychology)

A

B

A

B

Before After

EVIDENCE

If they built their company with it, they must be really good at it. And they must be able to help you build yours.

COPYBLOGGERCOPYBLOGGER

EXAMPLE

MAKE YOUR HEADLINEYOUR VALUE PROPOSITION

MAKE YOUR HEADLINEYOUR 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.

2

SUCH SCIENCE

Our attention span is slipping fast!

17% of webpages are skipped within 4 seconds:

GRAB THEIR ATTENTION - AND QUICK!GRAB THEIR ATTENTION - AND QUICK!

Source: http://www.statisticbrain.com/attention-span-statistics/

12s 8s 9s

Humans,2000

Humans,2013

Goldfish

4s

SKIP

COOL PEOPLE

We all want to do business with people who believe what we believe. What do you believe? State it proudly.

HELP SCOUTHELP SCOUT

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.

TELL A STORYTELL A STORY3

MUCH RESEARCH

STORY SELLS BETTER THAN STATSSTORY SELLS BETTER THAN STATS

Source: http://opim.wharton.upenn.edu/risk/library/J2007OBHDP_DAS_sympathy.pdf

Researchers found in 2007 that participants were willing to donate up to 2.4x more when presented with a story,

as opposed to statistics

Stats Story

$2.83

$1.17

Donations

VERY STORYTELLING

MailChimp isn't just about email marketing- it's aboutcreating value in its hometown of Atlanta, rewarding creativity

and an obsession with delighting customers.

MAILCHIMPMAILCHIMP

NEXT STOP: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.

SHUTTLE PEOPLE TO THE NEXT STEP

SHUTTLE PEOPLE TO THE NEXT STEP

4

VERY STATS

INCREASE “MY” CONVERSIONSINCREASE “MY” CONVERSIONS

StartYour Trial

StartMy Trial

1.9x

1x

Conversions

Source: http://contentverve.com/10-call-to-action-case-studies-examples-from-button-tests/

Unbounce.com nearly doubled conversions after changing their

call to action from “Start Your Trial” to “Start My Trial”

SUCH CALL-TO-ACTION

Powerful Call-To-Action + High Contrast = Knockout Conversion Rate!

LESS FILMSLESS FILMS

AVOID OVERSTUFFING

AVOID OVERSTUFFING

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.

TOO..MUCH...

5

SO EXPERIMENT

DON’T OVERLOAD VISITORS!DON’T OVERLOAD VISITORS!

Source: http://www.ncbi.nlm.nih.gov/pubmed/11515286

A 2001 study discovered that humans can only process 4 chunks of information

with their short term memory

MUCH ZEST

Short. Punchy. Visual.

TINY BLUE ORANGETINY BLUE ORANGE

TEST, TEST, TEST!TEST, TEST, TEST!6

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!MINOR CHANGES MATTER TOO!

Source: https://vwo.com/blog/ab-test-case-study-how-two-magical-words-increased-conversion-rate-by-28/

Merely adding the words “It’s Free” beside a call to action increased its

conversion rate by 28%!

Conversions

1x1.3x

Normal “It’s Free!”

VERY CONVERSION

Testing can literally double your business.

GROOVE HQGROOVE HQ

CRAFTED BY

Source: http://unbounce.com/landing-page-copywriting/how-to-use-your-about-page-to-acquire-customers/

A great about page helps you acquire more customers.

Visit

to learn how you can use your existing customers to do the same!

ReferralCandy.comReferralCandy.comVisit