How To Ensure That Your Satisfaction Guarantee Actually Guarantees More Sales
It seems as if everyone is using overly-gushy guarantees on their web sites lately. How often have you seen wording like “Absolutely, Positively, No Questions Asked, Better Than Money Back 100% Satisfaction Guarantee”? Sometimes the guarantee takes up almost half of the sales page itself! But do these overly-energetic guarantees really increase sales?
In a recent survey, respondents reported that concrete, in-depth information on how to take advantage of the guarantee was more of a sales persuader than the wording of the guarantee itself. No need for fluff, just facts.
So, here’s an easy-to-implement Successful Site Secret for you: add a page to your web site telling your customers exactly what they need to do if they are unhappy with your product. Spell out your guarantee policy in its entirety. Does the customer need to call a special phone number? Write to a certain email address? Return the product within a set amount of time? What exactly will you do to make the customer happy? How long will it take to get a refund?
Giving specific information makes your guarantee come to life, which increases your credibility. And, as you know, increased credibility leads to increased sales.
Add More Weight to Your Guarantees
Instead of using overly gushy text, you can increase your site conversions by adding more "weight" to your guarantee with the use of visuals. Studies show that conversions go up as visitor anxiety goes down. A proven way of reducing visitor anxiety is by making your guarantee seem more "real" by associating it with a graphic. Simply adding a starburst or other type of call-out ext to your stated guarantee has been shown to increase conversions by a much as 22%.
Be sure to place your guarantee in close proximity to the call to action. And don't confuse your visitor by using vastly different wording in your text and your graphic.
Need Some Images?
I've assembled a package of "guarantee images" that you may download freely and use at your own website. Grab the free images by entering your name and email address at the top of this page - you'll have them up on your site in no time.
Time to implement: Creating a new page that specifically outlines your guarantee should take approximately 45 minutes. If you use one of the pre-made images mentioned above, you'll be able to add your chosen graphic to your site in approximately 20 minutes.
