ROI of Usable About Us Pages
Posted on July 10th, 2006 in Usability | 5 Comments »
Pay Attention to the About Us Page — “5-7% of home page visitors click through to the About Us page. Shoppers who view that page convert at a rate 30% higher than shoppers who do not see that page.”
Awesome.
5 Responses
Those are great stats. I hate to admit it, but the “about us” pages tend to get less attention then they should on some of my pages. This is great motivation to put more effort into them.
I’m not sure what this really says. What was the convert rate for shoppers who clicked through to the About Us page before it was revamped? What is the convert rate for shoppers who click through to ANY other page. Their conclusion seems to be quite a stretch. After reading the article, I think a more appropriate “RESULTS” section would read something like:
“It looks like our efforts to revamp our About Us page has helped our sales. You may want to consider doing something similar too.”
App-o-rama,
Great points. Always good to have a critical eye.
Personally, I’m torn between appreciating *some* science versus not getting any at all. Does “junk science” do more damage than it’s worth?
Yes, the study lacks some examples severely.
Sure, the stats are great, but those are for a single website.
Another website will have a different target audience, gemographics and a different personell. How will conversions work there?
Junk science can be used to spot things to ponder over. Say, they say that you can increase conversions by 263% by doing some “website voodoo magic”. You understand that’s lame but you do research how that ‘website voodoo magic’ is effective. Maybe it only increases conversions by 150%, who knows?
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