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An About page hero that states the brand belief
The About page opens on a full-bleed image with a plain-spoken belief statement (we got tired of guessing, so we built our own), setting the voice before any product.
What it is
The About page opens on a full-bleed image or gradient with a short, plain-spoken belief statement, why the brand was built and what it stands for, in the founder voice, before any product or feature.
Why it works
Leading the About page with a clear belief in plain words, over a single strong image, reads as honest and human, which is the register that earns trust on an About page.
How to test it
- Hypothesis
- An About-page hero that leads with a plain belief statement will lift trust and assisted conversion versus a feature-led About page.
- Primary metric
- Conversion rate of sessions that visit the About page
- Guardrail metric
- About-page scroll depth
Related ideas
Want this tested on your store?
We run the experiment, call the result honestly, and get paid on what it adds.
See the performance program