#77: Your "boring" pages are secretly printing money

Welcome to Conversion Party. This week, we’ve got…

• 🕳️ CRO Deep Dive: The ‘About Us’ page isn’t fluff, it might be your highest converting asset

• 🗺️ Goings On: Not nothin’

• 🤟Community love spotlight - Ben Schreiber | CMO at Latico Leathers & Founder at Brand Caffeine
  

🕳️ CRO Deep Dive
Hidden Conversion Machines: How “Unimportant” Pages Drive Serious Revenue

Discover the strategies and tactics you need to optimize for more revenue in ecommerce. In this section we explore data-driven approaches, real world examples, and proven best practices to help you drive more sales and revenue.

Every site has its MVP or at least the page you think is the MVP. Most brands assume it’s the homepage or the product page, because that’s where the clicks pile up. But here’s the twist: some of your lowest traffic, “boring” pages, the ones hiding in the footer, might actually be your real all stars.

We’ve seen it over and over: FAQs, About Us pages, even shipping policies quietly out convert the flashy homepage hero. Why? Because the visitors who land there aren’t window shopping, they’re ready to buy. They’re looking for reasons to trust you, and if you give them those reasons, they pull the trigger.

This week, we’re breaking down how these “unimportant” pages are secretly driving serious revenue, and how you can turn yours into conversion machines.

Let’s dive in 👇

The Problem: Chasing Clicks, Not Conversions

Brands love traffic. They chase it, brag about it, and optimize for it.

But traffic ≠ money.

After analyzing millions of sessions across brands, here’s what we found: your highest-traffic pages may actually be stealing revenue from your best performers.

Example:

• Homepage hero: 3,000 clicks/day

• About Us page: 200 clicks/day

The obvious MVP is the homepage, right? Wrong. The About Us page generated 45% higher revenue per click than the global average.

Why? Because people who end up there aren’t “just browsing.” They’re checking if your brand is worth trusting.

Why the About Us Page Crushed the Homepage

The brand we analyzed had three key trust signals baked into their About Us page:

🇺🇸 American-made positioning (trust factor)

👨‍👩‍👧 Family-owned story (emotional connection)

🌍 Mission-driven brand values (identity alignment)

This wasn’t fluff. Visitors who read the story weren’t just buying a product, they were buying into the brand itself.

And here’s the kicker: those trust-driven visitors were far more likely to convert.

This Isn’t Unique to One Brand

The same pattern shows up everywhere. Pages you’ve buried in the footer or ignored entirely, are often the last stop before a purchase. Examples:

• FAQ sections

• Shipping & return policies

• Size guides

• Company story pages

• Blog posts

• Customer review pages

These aren’t throwaway content. They’re conversion accelerators.

Why “Unimportant” Pages Convert Better

Here’s what makes these pages conversion goldmines:

• Visitors are serious buyers, not casual browsers

• They’re in “research mode,” not “scrolling mode”

• They’re looking for trust signals before they buy

• There’s less noise, no flashy hero banners or promos fighting for attention

They’re not being sold to. They’re convincing themselves.

Let Customers Explore (Don’t Force the Sale)

Shoving a “BUY NOW” button in their face is like being the pushy SaaS salesperson we’ve all suffered through.

The smarter move? Guide, don’t shove.

Intermediary pages give customers space to learn before committing:

• Listicles that lead to PDPs

• About Us or Mission pages

• Educational blog posts

• Deep dive FAQs

These build trust and remove friction. And trust converts.

Actionable Tip: Stop Hiding Your Best Pages

Take a hard look at your site nav. Are your trust-building pages buried in the footer?

👉 Test moving them into your primary navigation.
👉 Or add a visible callout on your homepage (“See why 50,000+ customers trust us”).
👉 Track revenue per session (not just clicks) to see the lift.

Small change. Big payoff.

The Bottom Line

Most brands optimize for traffic. Smart brands optimize for revenue per session.

Your highest-traffic pages may be stealing the spotlight from the real heroes. By giving “unimportant” pages the love they deserve, you’ll unlock new revenue you didn’t even know was there.

Only heatmap.com shows you revenue per click on every element of your site.
Stop flying blind. Start optimizing for dollars, not clicks.

Want to see how your “boring” pages are performing?

👉️ Read the full breakdown on the blog: 10+ CRO Marketing Strategies Used by Top-Performing Sites

Want these insights for your own site?

Sign up for heatmap to get the behavioral data and insights you need to make smart, data-backed decisions.

It’s just $29/month. The ROI is stupid good.

Want to learn more about other success stories? 
📖 Read more about them here →

🗺️ GOINGS ON
Not Nothin’

Stay in the loop with our latest partner activations, from webinars and in-person meetups to fresh content collaborations. We’ll highlight upcoming events, share key takeaways from recent gatherings, and give you an inside look at what’s brewing in our network.

Q4 Summit NYC! Your holiday playbook starts here

EcomFounders (the crew behind Ecom AI Summit, Shoptalk’s biggest party, and past Q4 Summits with leaders like Keith Rabois, Sandra Campos, and Harley Finkelstein) is BACK in NYC this September.

 Last year we packed Terminal 5 with 500+ brand operators sharing exactly how to win the holiday season.

This year, Q4 Summit 2025 is going even bigger:

→ The most impactful strategies to crush your holiday targets
→ Candid insights from operators actually doing it
→ Networking with the top brands, investors, and partners in the game

Live Website Teardown: How We Buy, Episode 13

Join us for a no-BS, live website teardown with our friends at Oddit.

How it works:

​During the session, you can submit your landing page or website for a chance to have it audited live during the session. We'll break down what's working, what’s not, and how to fix it, all in real time.

​You’ll walk away with:

​→ Direct, actionable insights to improve your website's performance
→ A playbook of what a high-converting website looks like
→ Live feedback from top CRO & UX experts

​Can’t make it live? Register anyway, and we’ll send you the recording.

 🤟 COMMUNITY LOVE

Our featured tweet of the week, where we share bite-sized insights or a quick tip that’s making waves in the world of e-commerce. Consider it your fast track to staying updated on what’s trending.