It almost goes without saying that shoppers prefer to buy from stores they like.
If you need statistical proof, consider that in 2009 Channel Advisor found that 52 percent of online shoppers made buying decisions in part because of how much they trusted or liked the merchant. Bottom line, rapport matters. For some of these cases even price was secondary.
As ecommerce designers and developers, our success is tied directly to our clients' success. If we can help a client's online business grow, we can grow our own businesses. So don't overlook rapport building. Think about how you can design relationship-building content and layout into your projects.
To provide a little inspiration, I've put together a list of four "about us" pages that I think do a good job of connecting merchant and customer. Try to identify what makes these "about us" sections effective and apply what you learn to your work.
Jinx
The "About Us" section at Jinx, a t-shirt purveyor, is a multi-page, mini-biography of the company, its founders, and its key employees.
Individual members of the Jinx crew, like the company's "Creative Overlord," Sean "Jinx" Gailey, have detailed biographical pages, including recent photographs, projects, and 25 "Random Things About Me."
As a consumer reads through these profile pages, she makes a very real connection with the Jinx team. In a way, customers are invited to befriend the Jinx staff so that making a purchase from Jinx is almost like buying from friends.
In short, through its "About Us" page, Jinx has put a human face on its ecommerce business.
Christian Book Distributors
Christian Book Distributors or CBD uses its "About Us" section to tell a great story about its company. We learn that the company started as a family business with a 14-year-old as the chief of operations.
The page even includes a professionally produced video outlining corporate history and goals. The video assures customers that they are dealing with a company that has a long history of providing value and, also, that shares its customers' Christian philosophy.
Suples
Suples, which sells throwing dummies, Bulgarian training bags, and other fitness equipment for wrestlers and combat athletes, devotes several sections to its corporate story, including an overview of its founder, Ivan R. Ivanov.
There is also a general introduction to the company.
The site includes an extended description of Ivanov's career, including his various successes as a Greco-Roman wrestler and coach.
Finally, the site includes a section of testimonials that includes some famous customers.
L.L. Bean
The massive "About" section of the L.L. Bean website could use more images and some video, but it is a comprehensive offering that gives shoppers a way to connect with what might otherwise be just another corporate reseller.
I especially liked the Social Responsibility and Conservation Partner sections, which give site visitors information about what L.L. Bean stands for and supports.
