On a website, the “About” page plays a fundamental role, since it acts as a presentation for users. In the case of an e-commerce, this page becomes even more relevant because, in addition to giving information about the company, it reinforces user confidence and helps improve the conversion. An e-commerce successful It must have a well-structured “About” page, with strategic content that humanizes the brand and motivates the user to continue exploring or make a purchase.
Importance of the “About” page in an e-commerce
The “About” page is one of the most visited pages in any e-commerce site. Users turn to it to learn more about the company before deciding to buy. A good “About” page allows you to:
- Build trust: By offering detailed information about the company, its values and purpose.
- Differentiate yourself from the competition: A brand with a clear story and identity is more attractive to customers.
- Improve conversion: A user who trusts the company is more likely to make a purchase.
- Strengthening brand identity: It is an opportunity to convey the values of the business and connect with the audience.
Key elements for the “About” page in an e-commerce
For this page to be effective, it must include certain Essential elements that allow to transmit credibility and connection with the user.
Our Purpose
It is essential to clearly define the mission and Zóbel's vision ecommerce. The mission describes the business’s core purpose and how it differentiates itself from the competition, while the vision projects the company’s future and its impact on the market.
Example of mission: “Our mission is to offer sustainable products that minimize environmental impact and promote responsible consumption.”
Example of vision: “We see ourselves as the reference store for organic products, expanding our offering internationally.”
History of the company
Telling the story behind the ecommerce helps humanize the brand and generate an emotional connection with customers. Details can be included such as:
- How the business idea came about.
- Main challenges overcome.
- Key moments in its evolution.
It is advisable to present the story in an attractive way, using storytelling to make it more accessible and easier to remember.
Product selection and differentiation
The “About” page should make it clear What kind of products does the store offer and why are they special?. Elements such as:
- Quality of materials.
- Commitment to sustainability.
- Personalization or exclusivity of products.
This helps to reinforce the value proposition and position the e-commerce as a reference in its niche.
Shipping Features and Return Policy
Shipping and returns information must be clear and transparent.Many conversions are lost because users cannot easily find this information or have questions about the purchasing process.
Some key points to include:
- Shipping areas and costs.
- Estimated delivery time.
- Returns and refunds policy.
- Warranties offered.
Consumer protection and customer service
Another crucial aspect is that customers feel supported in case of any inconvenience. To do this, it is advisable to highlight:
- Direct contact channels with customer service.
- Response times.
- Customer satisfaction policy.
Include testimonials from satisfied customers It can also help build trust in the store.
Human team behind ecommerce
Showing the human team behind the e-commerce generates closeness, credibility and trust. You can include photographs of the team, accompanied by a brief description of their role within the company.
Example: “We are a team passionate about sustainable fashion, and we work every day to offer environmentally friendly products that are accessible to everyone.”
Social proof and testimonials
Customer reviews and testimonials are a powerful tool for building trust. Statements from satisfied customers or media mentions can be included as part of your About page content.
Example of testimony:
“Since I discovered this store, my online shopping has been easier and more satisfying. Quality products and excellent customer service.” – Ana G.
CTA (Call to Action)
To get the most out of your “About” page, it is important to include a call to action that invites the user to:
- Browse the product catalog.
- Subscribe to a newsletter.
- Follow the brand on social media.
Call to action example:
“Want to know more about us? Explore our products and find out why our customers trust us.”
A well-structured and comprehensive “About” page not only strengthens the e-commerce’s identity, but also improves customer trust and increases conversion. It is a key space to humanize the brand, tell its story and differentiate itself from the competition.