I’ve compiled a list of insightful About Us page statistics; a brief overview is provided below.
About Us Page Statistics: Key Numbers
- Customers who visit your About Us page spend 22.5% more than those who do not.
- 52% of people say that when they land on a website, they want to see the “About Us” page first.
- 31% of people say that a website’s “About Us” page is the most important part.
- 44% of website visitors will leave if there is no contact information.
- 63% of consumers prefer to buy from brands that have a purpose.
- 44% have stopped purchasing from a company due to a lack of trust.
- 97% of B2B buyers say they check out a company’s website before making a purchase.
- 73% say customer experience affects their buying decisions.
- 71% of small businesses own a website.
- 89% of customers switch brands after a bad experience.
Sources: (Siege Media, KoMarketing, HubSpot, Accenture, PwC, DemandBase, Expert Market, Oracle.)
#1. Viewing ‘About Us’ Increases Customer Spending by 22.5%
Source: Siege Media
Significance of the Data: Very High
Mentioned By: Hubspot, Siege Media, Kruse Control Inc, Medium, Oberlo, Speech Silver, Sendle, Marketing Profs, and more.
| What does the data Suggest | Justification |
| Optimize the “About Us” page | Direct influence on customer spending. |
| Emphasize transparency and brand story | Builds trust and encourages higher expenditure. |
| Promote “About Us” accessibility | Pivotal for maximizing sales potential. |
#2. 52% Prioritize ‘About Us’ on First Website Visit
Source: KoMarketing
Significance of the Data: High
Mentioned By: Get Uplift, Shop Tech Media, Slade Copyhouse, Medium, Send Pulse, Siege Media, Search Engine Journal, and more.
| What does the data Suggest | Justification |
| Prioritize “About Us” page design | First impression matters for over half of users. |
| Ensure easy navigation to “About Us” | Fulfills primary user intent upon arrival. |
| Invest in compelling brand storytelling | Critical for capturing initial user interest. |
#3. 31% Rank ‘About Us’ as Top Company Website Element
Source: HubSpot
Significance of the Data: High
Mentioned By: Frontier Marketing, Search Engine Journal, Bluehost, Reseller Club Blog, Printful, Get Uplift, Newage Digital, Search Engine Land, and more.
| What does the data Suggest | Justification |
| Emphasize the “About Us” page development | Deemed paramount by nearly a third of users. |
| Ensure clarity and authenticity | Core to building trust and brand affinity. |
| Regularly update and refine “About Us” content | Continual relevance for website visitors. |
#4. 44% Exit Websites Lacking Contact Information
Source: KoMarketing
Significance of the Data: Very High
Mentioned By: Clique Studios, Blue Corona, Samurai Web Experts, Sagipl, and more.
| What does the data Suggest | Justification |
| Ensure visible contact information | Vital to retain almost half of visitors. |
| Review website design for accessibility | Seamless navigation to contact details is essential. |
| Prioritize trust and user reassurance | Contact info bolsters company legitimacy. |
#5. 63% of Consumers Opt for Purpose-Driven Brands
Source: Accenture
Significance of the Data: Very High
Mentioned By: Maker And Moxie, Marketing Dive, Accenture, Forbes, Medium, and more.
| What does the data Suggest | Justification |
| Cultivate a strong brand purpose | Vital for attracting the majority of consumers. |
| Promote brand values and mission | Aligns with consumer preference for meaningful brands. |
| Re-evaluate business strategies | Prioritize purpose over mere profit motives. |
#6. Trust Dwindles: 44% Cease Purchasing Due to Distrust
Source: PwC
Significance of the Data: Very High
Mentioned By: Forbes, Ekata, Institute Of Business Ethics, Thales Group, Perfect Daily Grind, Retail Touch Points, and more.
| What does the data Suggest | Justification |
| Prioritize building and maintaining trust | Essential to retain nearly half of consumers. |
| Regularly assess brand transparency | Trust deficits can lead to significant revenue loss. |
| Implement feedback and address concerns | Active engagement reinforces brand credibility. |
#7. 97% B2B Buyers Vet Company Websites Pre-Purchase
Source: DemandBase
Significance of the Data: Very High
Mentioned By: Science Direct, Kurve, Foleon, Linkedin, Kalungi, Ferguson Web Consultants, The B2b House, Zipdo, Go White Oak, and more.
| What does the data Suggest | Justification |
| Optimize B2B website design and content | Nearly all B2B buyers seek pre-purchase insights. |
| Ensure clear, detailed product/service info | Facilitates informed buying decisions. |
| Prioritize website reliability and speed | First impressions are pivotal in B2B engagements. |
#8. 73% Say Customer Experience Crucial in Purchase Choices
Source: PwC
Significance of the Data: Very High
Mentioned By: SuperOffice, HubSpot, Ko Marketing, Linkedin, Smart Karrot, Live Agent, and more.
| What does the data Suggest | Justification |
| Invest in superior customer experience | Pivotal for the majority’s purchasing choices. |
| Regularly assess and refine user journey | Ensures consistent, positive customer interactions. |
| Prioritize feedback and continuous improvement | Direct influence on sales outcomes. |
