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The Anatomy of a High-Converting E-Commerce About Page

  • Conversion Rate Optimization

Let’s be honest:

Writing a good About Us page is hard.

Do you write copy, or record a video? And what about key elements? Is it better to write a story or focus only on benefits to the reader?

Today, rather than write another post showcasing the best About Us pages, I want to give you five key questions to answer before writing your e-commerce about page.

If you’ve ever wanted to know how to write an about page, without making it all about you, read on…

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5 Questions You Need to Answer Before You Write an E-Commerce About Page

1. What do you do?


The elevator doors close:

You now have 30-seconds to pitch your potential buyer.

Not much time, is it?

Otherwise known as an elevator pitch, briefly summarizing what you do and who serve, is an integral part of any about page.

And today, it’s more important than ever.

With fewer than 8.25 seconds to hold visitors’ attention, it’s crucial you specify what you do as quick and simple as possible.

Only after having your reader’s attention can you delve into more detail.      

Sometimes, the nature of your business is obvious.

From their homepage to their about page, Barkbox makes it clear their ideal buyer is a dog lover:

BarkBox About Page

Other times, you need to give more information (especially if your brand has an ambiguous name). If you’re a clothing store, for example, you might need to specify exactly who you’re serving like AYR does:

AYR About Page

Harry’s goes one step further: summarizing what they do and who they do, AND how they differ from their competitors:

Harry's Value Proposition

Visitors will interact with your about page differently depending on where they are on the buyer’s journey.

If a potential buyer is at the awareness stage, they’re far more likely to be interested in what you do.

If they’re further along, they’ll be more interested in your purpose and process…

2. Why and how do you do what you do?

According to Simon Sinek, “People don’t buy what you do; they buy why you do it.”

Your Why, as Sinek calls it, is the reason visitors should care. Why potential buyers should invest their time, energy and money with you, rather than another company.  

Ask yourself, “What is our cause, purpose or belief? Why does our company exist? Why do we get out of bed every morning?”

Your Why is often triggered by a preceding event such as a problem you encountered and decide to solve for yourself—and others.

Bombas began as a way of helping those in need:

Bombas About Page

Bombas, in their eyes, are more than a clothing brand; they’re a cause giving back to those less fortunate.

And that’s incredibly powerful when positioning your brand in a competitive market like retail.

Trunk Club, another clothing brand, was also founded as a way to solve a problem (albeit a more commercial one):

Trunk Club About Page

Beyond explaining why you do what you do, you need to explain how you do what you do (especially if you’re in a competitive market).

Your “How” is what differentiates you from your competitors. Rather than tell visitors you’re faster, easier, or better than your competitors, you show it through your superior process.

Maybe you include free shipping. Or, maybe you donate 5 cents of every dollar made to charity. Whatever it is, don’t be afraid to include a section on how you deliver value to your customers.

Brooklinen outlines their process, step-by-step while reinstating the benefits of their approach to the reader:

Brooklinen About Page

Outlining your How is also a way to reflect your company values and polarize your visitors.

Let me explain:

Imagine you’re running a meal delivery service for vegans and sustainable packing is an important part of your How.

Not everyone will align with that value. But those who do will likely become a customer AND pay a little more for what the former would consider a “nice-to-have.”

Green Chef exemplifies this perfectly. They know exactly who they are and who they’re serving:

Green Chef About Page

If you know why and how you do what you do, don’t tell visitors; show them.

3. What do you believe?

We prefer people who are similar to ourselves.

Not only when it comes to hobbies and interests, but beliefs and values, too.

Companies are no exception.

Whether we’re shopping for clothes or a new e-commerce platform, we want to buy from brands we like and trust, who align with our values.

When a company prides itself on integrity or bolstering a culture of change and that’s important to you, you’re far more likely to become a buyer. It feels right.

Many reputable brands include their beliefs and values on their about pages. Not as a tactic, though. Rather, as a way to practicing complete transparency. “X, Y, and Z are important to us. And if they’re important to you, too, you’re in the right place.”

Whether you refer to your beliefs as “Values” like Alibaba

Alibaba Culture and Values

…or, “Vision” like Beardbrand

Beardbrand Vision

…including a paragraph on what’s important to you builds more comfort with your potential buyers and nurtures lifelong relationships.

And you can’t put a price on that.

Before writing your about page, ask yourself: “What are you moving toward? And, more importantly, how can you communicate that to your audience?”

4. What’s your story?

I’ve written before about the power of brand storytelling.

And for good reason:

It’s highly effective.

Writing fun, engaging stories helps you write killer product descriptions, showcase successful customer case studies, and in many cases, go viral (think: Dollar Shave Club).

While your Why and How introduce your cause, purpose or belief and how you approach it, your brand’s story addresses your ideal buyer’s goals and challenges and invites them to become part of something larger than themselves.

Take a look at Intelligent Change:

Intelligent Change Homepage

To a casual visitor, they’re an e-commerce company that creates personal growth tools like journals. But to their target buyer, they’re more than that: they’re a community of people striving for more.

Take a look at this excerpt from their about page:

Intelligent Change About Page

Stories alone aren’t enough, though, to move visitors to action; you need to tell them in a way that holds their attention…

And that means having a few essential elements.

Knowing on average only 2 out of 10 people will read past the headline, Crate & Barrel lead their story with a powerful opening:

Crate _ Barrel Story

Huckberry, goes one step further, incorporating images of their founders to put faces to names and create familiarity for their readers:

Huckberry About Page

Ask yourself, “Who were we before we began our company, who are we now, and what was the bridge?”

The reader wants to know your transformation, because if it was possible for you, who knows—it might be possible for them, too.

5. What do you want the reader to do?

As mentioned before, your about page is one of the most popular pages on your site.

But how popular is it in concrete terms?

Here’s a quick thought experiment using AYR as an example.

When Googling their name, AYR’s about page ranks position 3:


According to a study by Moz, position 3 receives around 9.85% of all organic clicks.

So, if AYR receives 3,282 organic visitors per months (as Ahref’s specifies), that’s around 323 visitors clicking through to their about page.

Think about that for a moment:

That’s 323 visitors who are interested in learning more about AYR.  

Of course, it’s only a rough estimate but put it into perspective for your business.

If you were receiving 323 visitors per month on your about page, what would you want them to do?

Would you want them to join your weekly newsletter? Make a purchase? Like you on Facebook?

This, of course, depends on your marketing goals.

If you’re new to e-commerce email marketing, your goal might be to convert visitors into emails subscribers (and if it is, we’ve got the perfect tool for you).

But if you’re already sending the right emails at the right time to the right prospects, your goal might involve scaling in other ways.

Returning to AYR, they sign off with an invite to follow them on Instagram:

AYR About Page CTA

Decide on a goal, and design your about page around it. And above all, don’t confuse visitors. Focus on one call-to-action and make it simple to complete.

Free Downloadable Bonus

Want More Conversion Rate Optimization Strategies?

Get access to our free CRO toolkit and skyrocket your organic traffic, on-page conversion rate and more (includes resources not found in the blog post).

Be unique

No two about pages are alike.

Some have mouth-wateringly good copy. Others have a flare for design.

But all are unique in their own way.

It’s tempting to model others’, but what matters most is how you leave the reader.

If you inspire them and move them to act, whether that’s nudging them to make a purchase or join your newsletter, your about page has served its purpose.

Which of the above questions have you answered on your about page? Leave a comment below.

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