CRO Manifesto
Highlight Your Founder Story—Make it Personal
context
People don't just buy products—they buy into stories. A faceless brand feels transactional, but a compelling founder story makes your business more relatable and memorable.
Why?
Showcase your journey, mission, and passion on your About Us page. Use authentic story, photos, or a short video to make it personal. When users connect with the person behind the brand, they're more likely to trust, engage, and buy from you.
Content
- Your About Us page has less than 30-second average time on page or 70%+ bounce rate
- You're seeing low email signup rates (under 3%) or social media follows from your About page
- Your store feels corporate or generic—customers don't know who's behind the brand
- You have a compelling personal story but it's buried or missing from your site
- Your current About page is just company history without personal connection
Transform your About Us page into a founder-focused story that builds emotional connection with your customers.
- Create a compelling narrative structure: Start with your "why moment"—what problem drove you to start this business. Follow with your journey, challenges overcome, and mission.
- Add authentic visuals: Include 2-3 high-quality photos of yourself in your workspace, with products, or during key moments in your journey. Optimize images to 800x600px minimum for desktop.
- In Shopify: Navigate to Online Store > Pages > About Us. Replace generic content with your personal story. Use the rich text editor to add images with 20px margins and left/right text wrapping.
- Include a short video: Record a 60-90 second personal message. Upload to Vimeo/YouTube and embed using Shopify's video block. Ensure mobile responsiveness by setting max-width to 100%.
- Add personal details: Share your location, hobbies, or values that connect to your brand. Include a professional but approachable headshot at the top.
- Timeline: Complete implementation in 4-6 hours over 1-2 days for content creation and page updates.
- Time on page: Increase from baseline by 40-60% within 2-3 weeks of launch
- Email signups from About page: Expect 15-25% improvement in conversion rate
- Social media follows: Track 20-30% increase in follows originating from About page traffic
- Customer feedback: Monitor support tickets and reviews for mentions of personal connection or trust in the brand
- AVOID: Using stock photos or overly polished corporate imagery that feels inauthentic
- BEST PRACTICE: Use real photos of yourself, your workspace, or candid moments from your journey
- AVOID: Writing a dry business history instead of a personal story with emotional connection
- BEST PRACTICE: Focus on the personal "why" and challenges you've overcome to build the business
- AVOID: Making the page too long—over 500 words loses attention on mobile
- BEST PRACTICE: Keep it concise, scannable with subheadings, and include visual breaks
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