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An editorial About page that leads with the mission
An Our Story page opens with a large serif mission statement beside a tight "why we exist" paragraph, then the founder foundation, reading like a magazine feature.
What it is
The About or Our Story page opens with a large editorial mission headline beside a tight paragraph on why the brand exists and what makes it different, then leads into the founder foundation, designed like a magazine feature rather than a wall of corporate copy.
Why it works
A confident, editorial About page signals a brand with a point of view, and leading with the mission and the founder gives a considering shopper a reason to trust the brand beyond the product.
How to test it
- Hypothesis
- An editorial mission-led About page will lift trust and assisted conversion versus a generic corporate About page.
- Primary metric
- Conversion rate of sessions that visit the About page
- Guardrail metric
- About-page bounce rate
Related ideas
Want this tested on your store?
We run the experiment, call the result honestly, and get paid on what it adds.
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