Ecommerce About Page: The Secret Sales Page on Your Store

The page most founders ignore is quietly deciding whether strangers trust you enough to buy

What Is an Ecommerce About Page and Why Does It Matter?

Most founders skip it.

An ecommerce about page is a dedicated store page that communicates who you are, why you exist, and why a stranger should trust you with their money. It is the second or third most visited page on most Shopify stores — Hotjar data shows about pages receive 2-5x more traffic than any product page — yet fewer than 20% of DTC brands optimise it for conversions.

That gap between traffic and effort is where revenue leaks.

We audit 80+ Shopify stores a year at WebMedic. The pattern is always the same: founders spend weeks perfecting product pages, agonise over homepage hero banners, then copy-paste two sentences into their about page and move on.

Meanwhile, Google Analytics tells a different story. Your about page sits in the top three most-visited pages on your store. Visitors land on a product page from an ad, feel uncertain, and navigate to "About Us" before deciding whether to buy.

They are not reading your about page out of curiosity. They are looking for a reason to trust you.

And if your about page gives them nothing — a vague paragraph about "passion" and a stock photo of a warehouse — they leave. No add-to-cart. No checkout. Just a quiet exit.

Here is how to fix it.

Why Do Shoppers Actually Visit the About Page?

The click is not casual.

Shoppers visit ecommerce about pages to reduce purchase risk. A 2023 KoMarketing study found that 52% of visitors say the first thing they want to see on a company website is "About Us" information. Edelman's Trust Barometer confirms that 81% of consumers need to trust a brand before buying. The about page is where that trust decision happens — or doesn't.

Think about when you visit an about page. It is never when you are sure. It is when you are almost sure but something is holding you back.

That "something" is usually one of three questions:

1. Is this a real company? — Scam anxiety. Especially for stores they found through social ads.
2. Do these people understand my problem? — Relevance. "Are they for someone like me?"
3. Why should I choose them over the other five tabs I have open? — Differentiation.

Your about page needs to answer all three within 15 seconds of scrolling.

Not with corporate jargon. Not with a timeline of your founding year. With specific, concrete proof that you are real, relevant, and different.

The stores that get this right see measurable results. One WebMedic client — a skincare brand in Malaysia — rewrote their about page using the structure below and saw a 14% increase in site-wide conversion rate within 30 days. The about page itself did not "sell" anything. It removed the trust barrier that was blocking sales everywhere else.

What Should an Ecommerce About Page Include?

Structure matters more than prose.

A high-converting ecommerce about page includes seven elements: a founder-led origin story, a clear mission statement, specific credibility proof (numbers, press, certifications), team photos with real names, a customer-centric problem statement, social proof, and a single call-to-action. Pages with all seven elements convert 2-3x higher than pages with only a brand statement, based on WebMedic audit data across 80+ Shopify stores.

Here is the exact section-by-section breakdown:

1. The Hook — Problem, Not History

Do not start with "Founded in 2019..." Nobody cares about your timeline. Start with the problem you solve for the customer.

Bad: "We are a family-owned business that started in a garage in Kuala Lumpur."

Good: "Most people spend RM200 on skincare that does not work for tropical skin. We built [Brand] to fix that."

The first version is about you. The second is about them — and it gives them a reason to keep reading.

2. The Origin Story — Specific, Not Generic

After the hook, tell the story. But make it specific. Names, dates, a turning point. Sugarman calls this the "slippery slide" — every sentence should force the reader to read the next one.

A good origin story has three beats:

• The problem you personally experienced (empathy)
• The moment you decided to solve it (turning point)
• What you did differently (differentiation)

3. The Mission — One Sentence

Not a paragraph. One sentence. If it takes you more than 15 words, it is too complicated.

"We make [product] for [specific audience] so they can [specific outcome]."

4. The Proof — Numbers Beat Adjectives

This is where most about pages fail. They say "trusted by thousands" instead of showing the number.

Weak Proof	Strong Proof
"Trusted by thousands of customers"	"14,200+ orders shipped since 2021"
"High quality products"	"4.8 average rating across 2,100 reviews"
"We work with top brands"	"Stocked in Sephora MY, Watsons, and 12 independent retailers"
"Award-winning"	"Winner, Shopify Commerce Awards 2025 — Best New Brand SEA"
"Years of experience"	"8 years, 340+ store launches across Malaysia and Singapore"

Source: WebMedic about page audits, 2024-2026

Specificity is credibility. "Thousands" is a guess. "14,200" is a fact.

5. The Team — Faces Build Trust

Baymard Institute research shows that team photos with real names significantly increase perceived trustworthiness. Not stock photos. Not AI-generated headshots. Real people with real names.

You do not need a full team grid. Even a solo founder headshot with a two-line bio outperforms a page with no faces at all.

6. Social Proof — Let Others Say It

Reviews, press logos, customer photos, certifications. Place them on the about page, not just on product pages. When someone is deciding whether to trust you as a company, product reviews on individual pages are not enough.

7. The CTA — One Action

Every page on your store needs a next step. For the about page, this is usually:

• "Shop our bestsellers"
• "Take our quiz"
• "See what customers are saying"

One link. Not three. Decision fatigue kills conversions.

What Are the Most Common About Page Mistakes?

Almost every store makes at least three.

The most common ecommerce about page mistakes are using stock photography (67% of underperforming pages), writing in corporate third-person voice (54%), burying or omitting specific proof points (71%), and having no call-to-action (82%). These figures come from WebMedic's audit of 80+ Shopify stores across Malaysia and Singapore between 2024 and 2026.

Let me walk through each one.

Stock Photos

Nothing kills trust faster than a stock photo on an about page. The visitor came here specifically to see if you are real. A Getty Images warehouse shot tells them you are either hiding something or do not care enough to show yourself.

If you are a solo founder and camera-shy, show your workspace. Your products being made. Your shipping station. Anything real beats anything polished-but-fake.

Third-Person Corporate Voice

"WebMedic was founded with a vision to..." — Nobody talks like this. And nobody trusts people who do not talk like people.

Write in first person. "I started WebMedic because..." or "We built this because..."

First-person copy on about pages correlates with higher time-on-page and lower bounce rates. NNGroup's research on "About Us" pages confirms that users prefer personal, direct language over corporate speak.

No Proof Points

Saying "we are trusted" without numbers is the ecommerce equivalent of "trust me, bro." If you have the data — orders shipped, reviews collected, years in business, customers served — show it. If you do not have the data yet, show what you do have: ingredients sourced, hours of testing, personal investment.

No CTA

82% of the about pages we audit have zero call-to-action. The visitor just read your story, felt connected, built some trust — and then has nowhere to go. Add a single button at the bottom. Preferably to your best-selling collection or your brand positioning page.

Does this sound like your store? Find out where you're leaking revenue — take the free Revenue Score. 3 minutes. Free. No pitch.

How Do You Write About Page Copy That Converts?

Follow the formula.

About page copy that converts follows a Problem-Origin-Proof-CTA structure. Shopify stores using this four-part framework see 15-25% higher click-through rates to product pages from their about page compared to unstructured brand statements, based on WebMedic A/B testing data across 12 client stores in 2025.

Here is the formula, section by section.

The Problem-Origin-Proof-CTA Framework

Step 1 — Problem (2-3 sentences) State the customer's problem. Not your product category. The actual frustration your customer feels before they find you.

Step 2 — Origin (1-2 short paragraphs) How you experienced that problem. What you did about it. The specific moment that led to this brand existing. Be honest. Be specific. Include a detail that only someone who lived it would know.

Step 3 — Proof (bullet points or a grid) Numbers. Certifications. Press. Customer count. Review scores. Retail partners. Industry awards. Whatever you have — put it here.

Step 4 — CTA (one button) "Shop the collection." "Find your fit." "See what customers say." One action, not a menu.

Tone and Voice Checklist

Before you publish, run through this:

• First person? ("I" or "we," not "the company")
• Under 500 words total? (Most visitors skim, not read)
• Specific numbers instead of vague claims?
• Real photos, not stock?
• One clear CTA at the bottom?
• Mobile-friendly? (60%+ of ecommerce traffic is mobile — Statista, 2025)

If your store's visual identity does not match your about page tone, you have a deeper issue. Read does your Shopify store look like your brand to diagnose it.

What Do the Best Ecommerce About Pages Look Like?

Patterns from stores that do it right.

The best ecommerce about pages share five traits: founder-led storytelling, specific credibility metrics, real photography, a single CTA, and under 500 words of copy. Brands like Allbirds, Glossier, and Hiut Denim have about pages cited in multiple Baymard Institute and Shopify UX studies as benchmarks for trust-building design.

Allbirds

Opens with the environmental problem (petroleum-based shoes), immediately states the alternative (natural materials), and uses specific numbers: "17.3 million pairs of shoes" and the carbon footprint of each pair. No fluff. Problem → solution → proof.

Glossier

Starts with the community: "Glossier was built on the idea that beauty should be fun." Shows real customer photos. Names the blog that started it all (Into The Gloss). Specific origin. Real timeline.

Hiut Denim

One of the most referenced about pages in ecommerce. "We make jeans. That's it." Radical clarity. They explain why they only make jeans (the town of Cardigan lost 400 jobs when the factory closed). Specific, emotional, differentiated.

What They Share

Element	Allbirds	Glossier	Hiut Denim	Your Store?
Founder story	Yes	Yes	Yes	?
Specific numbers	Yes	Yes	Yes	?
Real photos	Yes	Yes	Yes	?
Single CTA	Yes	Yes	Yes	?
Under 500 words	Yes	No (longer)	Yes	?
Problem-first opening	Yes	Yes	Yes	?

Audit comparison by WebMedic, 2026

The pattern is clear. These brands do not talk about themselves. They talk about the problem they solve, then prove they solve it.

A Note for Malaysian and Singaporean Stores

Most DTC brands in Southeast Asia copy Western about page layouts but miss the cultural context. Malaysian and Singaporean shoppers care about:

• Local presence — mention your city, show your workspace, reference local retail partners
• Certifications relevant to the region — Halal certification, KKM registration, Singapore HSA compliance
• Shipping transparency — "Ships from Kuala Lumpur" is a trust signal in itself

If you are building a Shopify store for the Malaysian market, get the fundamentals right first.

How Do You Measure Whether Your About Page Is Working?

Track three numbers.

A working ecommerce about page should have a bounce rate under 45%, an average time on page above 1 minute 30 seconds, and a click-through rate to product or collection pages above 25%. Google Analytics 4 and Hotjar heatmaps provide these metrics. Stores that fall below these benchmarks typically have a trust or clarity problem that impacts site-wide conversion rates.

The Three Metrics That Matter

Metric	Healthy Range	Red Flag	How to Check
Bounce rate	Under 45%	Above 60%	GA4 → Pages → /about
Time on page	1:30+	Under 0:45	GA4 → Pages → /about
CTR to products	25%+	Under 10%	GA4 → Path exploration

Benchmarks from WebMedic client data, 2024-2026

If your bounce rate is above 60%, people are landing on your about page and leaving your entire site. That means the page is actively hurting you — it is worse than having no about page at all.

If time on page is under 45 seconds, nobody is reading. Either your copy is not engaging, or your layout is a wall of text that visitors immediately abandon.

If CTR to products is under 10%, your about page has no CTA. Or the CTA is buried. Or the CTA goes somewhere irrelevant.

How to Set Up Tracking

In GA4:

1. Go to Reports → Engagement → Pages and screens
2. Filter for your about page path (/pages/about or /about)
3. Check views, average engagement time, and bounce rate

For deeper insight, install Hotjar (free tier is enough) and record sessions on your about page. Watch 20 recordings. You will see exactly where people stop scrolling, what they click, and where they drop off.

Frequently Asked Questions

What should an ecommerce about page say?

An ecommerce about page should open with the customer's problem, tell a specific founder origin story, display concrete proof points (order counts, review scores, certifications), include real team photos with names, and end with a single call-to-action to shop. Pages following this Problem-Origin-Proof-CTA structure see 15-25% higher click-through rates to product pages based on WebMedic A/B testing across 12 Shopify stores.

How long should an about page be for an online store?

An effective ecommerce about page should be 300-500 words. Baymard Institute research shows that visitors skim about pages rather than read them word-by-word, so concise copy with clear section breaks outperforms long narratives. The exception is heritage or luxury brands where a longer origin story supports premium pricing — but even then, keep it under 800 words.

Does the about page affect ecommerce conversion rates?

Yes. The about page is typically the second or third most visited page on a Shopify store, receiving 2-5x more traffic than individual product pages according to Hotjar benchmarks. WebMedic client data shows that stores with optimised about pages (founder photo, specific proof points, clear CTA) convert 14-25% higher site-wide than stores with placeholder about pages, because the trust built on the about page carries across the entire shopping session.

Should I put my photo on my ecommerce about page?

Yes. Baymard Institute and NNGroup research both confirm that real founder or team photos significantly increase perceived trustworthiness on about pages. A genuine headshot outperforms stock photography, AI-generated images, or no photo at all. Even solo founders who are camera-shy should include at least a workspace photo or a candid shot — authenticity matters more than production quality.

What is the best about page layout for Shopify?

The best Shopify about page layout follows a vertical scroll with clear sections: hero with a problem-first headline, founder story with a real photo, proof grid (numbers, logos, certifications), customer testimonials or review highlights, and a single CTA button linking to the bestseller collection or product quiz. Shopify's Dawn theme and most premium themes support this layout natively through customisable page templates.

Keep Reading

• Building Trust in Ecommerce: What Makes Strangers Buy
• Brand Positioning: 3 Levels of Problems Your Store Should Address
• The 5-Second Grunt Test: Can Visitors Understand What You Sell?