If you’ve been in eCommerce for just a while, you’d know this - the idea is to convert shoppers into paying customers and paying customers into loyalists. Shoppers need to feel they understand why you exist and how you can not just help them, but help them better. Shoppers are worried more than ever about sustainability, ethics, culture and the process through which products are manufactured and marketed. This is the time when brands are locked in fierce competition and each one of them has to offer something valuable to the customer. Gone are the days when shoppers would be satisfied seeing some decent products and for the obvious lack of choice, buy them off the shelves anyway. Build an authentic narrative that explores a problem statement and then goes on to talk about how the brand is helping solve that problem.(We would consider this to be a good thing because most users drop off at the slightest hint of uncertainty.) This is when they would want to read more about why you exist and what you actually do to bring your offerings to life. They may be aware of what they are looking for, but they may not be sure you can provide that. Imagine a shopper landing on your website through a broad search query. You may also want to clearly bring out the timeline of your brand’s journey. Be transparent about the beginnings of the company, the current locations and the people who founded or are running it.They are trying to validate and cross-check and absorb more information - so that if they do buy from you, they would be very clear about why they have done so. So when a user is on your about us eCommerce page, they are trying to deepen the trust factor. It is a certain degree of trust that allows the average user to let their guard down, and trust a brand they have never experienced before. The first point of any transaction is trust. Here’s a list of to-dos that will help you communicate more effectively with the shopper. ![]() ![]() With that settled, you’ll have to look at other factors that a user is trying to gauge by going through this page. If a user wanders into your about us page, it means they are keen to know more about you. What should your About Us page DO for shoppers In this piece, we take a deep dive into what the about us page can do for shoppers, elements that are absolutely necessary for this page to stand out, examples you can instantly gain inspiration from and actionable takeaways.
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