About Us in an Age of Transparency and Authenticity
Quote:
Because we’ve studied About Us content for over a decade, we have a strong basis on which to assess the major trends surrounding corporate-website design. Perhaps the most noteworthy trend that emerged in our most recent round of research is that users now expect companies to demonstrate a heightened level of authenticity and transparency not only on their websites, but in every interaction a person may have with the organization. More than ever, users are skeptical of companies and see right through complex corporate speak, jargon, and stock photography.
https://www.nngroup.com/articles/about-us-information-on-websites/~
Now you have your Shopify store up and running technically,
But here are the stats of how important information is about you and your business is to your customer.
A list of ideas for your about page
1. Mission Statement - TAGLINE -
2. What Are Your Values and Goals
Summary at the top of the 'About Us' page - 1 - 2 paragraphs telling your customer why and what?
3. Outline Your Journey
4. What Was Your 'AHA' Moment
5. Describe Your Customer
6. What Are They Going To Get (Zappos)
7. Brag A LOT
8. Who Are You (Photo Please) and Your Team
9. Community and Sustainability
10. CTA - Give your customer the next step without them having to leave the page. Link them to the main product (the one you started with) or the featured product that you are very proud of! ....sells well...a lot of customers buy?
How to Start Your 'About Us' Page
Story Housing
Question - make them reflect
Story - make them imagine
Results - make them remember (payoff)
Challenge - Make them Act
HEADLINE:
When all else fails, use a formula.
The Internet is full of fill-in-the-blank blog title suggestions, like these, courtesy of CrazyEgg.
• How To [Accomplish Something] In [Short Amount of Time]
• How To [Receive Benefit] Without [Undesired Expenditure]
• The Unbelievably Easy Way To [Accomplish Something]
Structure of your page - STORY TELLING
INTRODUCTION:
Paragraph one: Try to get the reader’s attention and share the big idea for the article.
BODY SECTION:
Paragraph two: Try to emphasize the need for the article. Prove to the reader that they need to read this.
Paragraph three: Explain the big idea of the article. Take a look ahead at what the reader is going to experience and learn
- Create 5 (or how many) points
- The article is more structured
- Graphics
- Share research piece with each point
SUMMARY:
Completes your idea
- Repeat the main point
- 1 or 2 paragraphs only
- Build Social Proof
- Include additions resources
CALL TO ACTION: Tell the reader exactly what to do next.
TIP: Close with a question - give the reader something to think about
Images
horizontal - hero image
alt tags, title of images
H1, H2, Tags, images
optimize for speed
1000x1500
Shares at bottom of page
Beyond Your About Page
QUOTE:
In our studies, users turned to social media channels such as Facebook, Twitter, Instagram, YouTube, and LinkedIn to see what other people were saying about their experiences with the company. Many people also relied upon user review sites such as Google Reviews, Yelp, and Glassdoor, to get a more realistic picture of the organization they were researching.
~ Nielsens
shopitimize
Your ‘About Us’ page should reflect that change as they read along. This list is a great starting point for creating your narrative
- Set the stage. Give an intro to the “characters” or setting of your business. Tell the audience “the way things were” before your business. Or for your target customer or industry.
- What’s the conflict? What problem caused you or your business respond to that need?
- Meet the problem. How did you find a solution (starting your business) and the struggles you had along the way.
- Slaying the dragon. Tell us your big wins and how your business is pursuing its mission.
- What’s next? What’s the next thing you’re trying to reach for?
When you combine all these elements, you get something like this:
[THE TEAM] started [BUSINESS] because [REASON].
That’s why [BUSINESS JOURNEY TO SOLUTION].
Along the way, [DRAGONS SLAYED, BIG WINS].
We want to be [FUTURE GOALS]. Keep in mind, this shouldn’t be the exact copy that you use. It’s a little boring and dry as is. Make sure to write it in the first person, using “I” and “We”, to build more of a personal connection. The story is just the start. The About Us page shouldn’t just tell the story and that’s it. It should show it. There are other elements that can help define your brand that you should include.
Things You Could Include On Your About Us Page
It doesn’t have to be cutting edge to mention. There are examples in history of companies mentioning the same things that all companies in the same industry do, but they are the first ones to mention it.
Some of your own examples may be:
- How you pass the savings on to the customer by cutting out the middleman that’s typical in your industry
- How you donate a certain percentage of profits to charity
- How your packaging is environmentally conscious
- How your business positively impacts your community
Press mentions, testimonials, and awards
How are you affecting your customers’ lives? How are they talking about your product?
There are different ways to integrate social proof into your Shopify store.
For example, Loox. Firstly, it’s free. Second, it invites users to send in a photo of them holding/wearing their purchase in return for a discount coupon off their next purchase.
When your prospects see real people using the product, it’s so much more powerful than just a simple written review.
Numbers help give more of a foothold for what you are trying to prove and is less arguable.
Consider what numbers you could integrate into your About page to prove your mission statement or company objective.
Tying figures into your company’s narrative puts “your money where your mouth is” so to speak.
Consider the two following statements: “Purchases of our clothes help kids go to college. Kids in America are dropping out each day. A part of all our profits goes to helping kids in need” Compare what the company, Merit, use on their about page.
This is what builds better trust between brands and consumers and there’s nothing stopping you from doing it either.
Putting a face to a brand (With E-commerce About Us Page Examples)
If people do business with people and not brands, then what better way to show that there are real people behind your business than to put your team’s picture on your store’s About page? Even if you only highlight yourself and not your team, it’s a chance to build your own brand for making quality stores and serving your market.
Call to actions to wrap it up
Your About page can also be used to send visitors to other parts of your online funnel to keep up with you for new updates. Stitch Fix knows how to make the most of their About page. At the end of the page, they offer a way to Get Started as well as a link to ask questions about their service. Incorporate any relevant links with an appropriate call to action.
It gets better with age
When you’re just starting your store, it may seem like there’s not a lot to say. But if you know what you do for your customers and why you do it then you have a great starting point. You can always add more as you gain new insight into new business accomplishments. For stores who are a bit more developed and have a bit of a following, it may be worth checking your analytics to see how many people stop by your About page. Whether you are just starting out or already cranking out sales, your About page is a valuable asset to your business, often underutilized.
On top of that, the paid version allows you to import reviews from AliExpress, so if you’re dropshipping from there, you can leverage other customers’ reviews until you start getting your own.
This gives your Shopify store instant credibility.
Quantifiable numbers (With E-commerce About Us Page Examples)
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Also in eCommerce Success Blog
What is the difference between Shopify CSV and Matrixify Products import and export?
By Veronica Jeans, Bestselling Author November 16, 2024
Shopify CSV vs Matrixify Excel: A Comprehensive Guide to Product Management
Managing product data in an e-commerce platform can be a complex task, especially when dealing with large inventories. This article compares two prominent methods for handling product data in Shopify: the native CSV system and the Matrixify Excel approach. We'll explore how these tools differ and why choosing the right one can significantly impact your workflow efficiency.
Shopify vs Matrixify Comparison
Detailed Comparison between Shopify & Matrixify Product Management & Uploads
File Format and Basic Handling
Shopify CSV
Matrixify Excel
Data Management Capabilities
1. Product Export Features
Shopify CSV
Matrixify Excel
2. Image Handling
Shopify CSV
Matrixify Excel
Advanced Features
3. Metafields Management
Shopify CSV
Matrixify Excel
4. Product Updates and Maintenance
Shopify CSV
Matrixify Excel
5. Inventory Management
Shopify CSV
Matrixify Excel
6. Template Management
Shopify CSV
Matrixify Excel
Special Features
Matrixify Exclusive Capabilities
1. HTML Code Optimization
2. Variant Management
3. Publishing Control
Best Practices and Recommendations
When to Use Shopify CSV
When to Use Matrixify Excel
While Shopify's native CSV system provides basic functionality for smaller stores, Matrixify Excel offers a more robust, flexible, and efficient solution for managing product data. The choice between the two largely depends on your store's size, complexity, and specific needs. For larger operations or those requiring detailed control over their product data, Matrixify Excel presents clear advantages in terms of functionality, efficiency, and scalability.
Remember that investing time in learning the more powerful tool can save significant time and reduce errors in the long run, especially as your store grows and your product management needs become more complex.
Frequently Asked Questions (FAQ)
General Questions
What's the main difference between Shopify CSV and Matrixify Excel?
The main difference is that Shopify CSV is a basic file format with limited functionality, while Matrixify Excel offers advanced features like real-time tracking, multiple sheets, and partial updates. Matrixify also allows you to work with pure Excel files instead of CSV format.
Which option is better for my store?
It depends on your store size and needs:
Use Shopify CSV if:
Use Matrixify if:
File Size & Limitations
What are the file size limitations?
Shopify CSV: 15MB maximum
Matrixify: Can handle gigabytes of data (600,000+ products)
How many products can each handle?
Shopify CSV: small catalog
Matrixify: 600,000+ products in one import
Features & Functionality
Can I update specific fields without replacing entire products?
Shopify CSV: No, you must replace the entire product
Matrixify: Yes, you can update individual fields
How do multiple images work in each system?
Shopify CSV: Requires separate rows for each image
Matrixify: All images can be in one row, separated by semicolons
Can I manage metafields?
Shopify CSV: No metafield support
Matrixify: Full metafield support with column-based management
Import/Export Process
How do I track the progress of my import?
Shopify CSV: No tracking wait for email notification
Matrixify: Real-time progress bar with estimated completion time
Can I cancel an import once it's started?
Shopify CSV: No
Matrixify: Yes, at any time during the import
Data Management
What happens to product IDs during import?
Shopify CSV: Creates new IDs, breaking collection references
Matrixify: Maintains existing IDs and references
How are variants handled?
Shopify CSV: Each variant requires a separate row
Matrixify: Can generate variants from combinations using semicolon separation
Technical Questions
How does each handle HTML in descriptions?
Shopify CSV: Leaves escaped HTML code as is
Matrixify: Automatically fixes escaped HTML code to normal HTML
Can I manage inventory across multiple locations?
Shopify CSV: Limited location support
Matrixify: Full multi-location inventory management
Best Practices
What's the recommended way to update product prices?
Shopify CSV: Must upload full product data
Matrixify: Can update prices alone using a simple price column
How should I handle large product catalogs?
Shopify CSV: Split into multiple files under 15MB
Matrixify: Can handle in single file with filtering options
Troubleshooting
What if my import fails?
Shopify CSV: Check email for basic error message
Matrixify: Detailed error reporting with specific row/column information
How do I fix broken product references?
Shopify CSV: Manually rebuild collections and references
Matrixify: No action needed references are maintained
Integration & Compatibility
Do these work with all Shopify plans?
Both work with all Shopify plans, but Matrixify requires a separate subscription.
Can I use these with other e-commerce platforms?
Shopify CSV: Shopify-specific format
Matrixify: Designed for Shopify but Excel format is more universal
Support & Resources
Where can I find documentation?
Shopify CSV: Shopify Help Center
Matrixify: Comprehensive documentation with tutorials and examples
Is there technical support available?
Shopify CSV: General Shopify support
Matrixify: Dedicated support team with Excel/import expertise
Cost & Efficiency
Which option is more time-efficient?
Matrixify is generally more time-efficient due to:
Faster processing of large files
How do they compare in terms of cost?
Shopify CSV: Free with Shopify subscription
Matrixify: Requires separate subscription but offers more features and efficiency
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