4 PRINCIPLES TO MAXIMIZE THE EFFECTIVENESS OF YOUR WEBSITE'S GUARANTEE

Summary from the TLDR Marketing newsletter

A strong guarantee on a website is an effective way to address the concerns of qualified non-buyers and increase sales. Frame the guarantee, such as a refund promise, in positive terms to avoid suggesting the product quality is actually questionable. Use your guarantee to restate your offer and expand upon the benefits of moving forward. Run tests on the guarantee to see what results in the highest conversion. Think about how you can use a guarantee as part of your value proposition.