ECOMMERCE STRATEGY 10 – “About Us” Gains More Trust!
Earlier during the day, I was in the car and a quick insight hit me while driving. Everyone knows that in business and in life, it’s not always what you know that matters, but who you know. But this pragmatic adage cannot be abused — when things get personal, things can get out of control also. Among web ecommerce merchants, the same principle applies.
Can you imagine the gap in sales between start ups and well established online retailers? Can you figure out the diffference between “unbranded” and unknown companies and companies with a “name” that everyone recognizes?
My point is simple. People don’t usually buy from merchants they don’t know too well. In doing web ecommerce business, if you don’t tell who you are, or who the people are behind the ecommerce store you’re running, you’re less likely to gain customers. The more transparent you are to your buyers, the more human and friendly your store becomes to them.
A good example is the “About Us” section in many web ecommerce stores. I’ve seen far too many start ups put little emphasis on this page. To prove my point, check out outsourcing companies in India. You will notice that often, they do not even have a contact number or office address. Customers can only contact them through email. If you are serious about creating customer loyalty online, let yourself be known online.
Tags: ecommerce, ecommerce solution, ecommerce store, ecommerce strategy, web ecommerce
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November 10, 2007 at 11:06 pm
Relationships are absolutely critical to running any type of services business. I think too often those that offer professional services — and particularly computer consultants and other IT professionals that are tied up in technology – forget that “people” are at the heart of the business and not just peddling a project or your technological knowledge. An “About Us” section, and one that truly poses what you do from a benefits perspective is really critical to having a great Web site that explains how your company can help your clients and not just more “Me, Me, Me” rhetoric that will not help gain trust with your future clients and customers.