Get More Sales by Offering a Refund

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Ever see a big guarantee on a web site?

You’re happy, or your money back.

Risk-free trial. Try it for 30 days, if you’re not happy, we’ll refund your money.

Here’s one from Bob Bly:

“Best of all, Cheap Car Tips and Tricks comes with our iron-clad money-back guarantee. If you are not 100% satisfied with the guide, just let us know within 90 days for a full and prompt refund.That way, you risk nothing. So what are you waiting for? To order Cheap Car Tips and Tricks, just click below now.”

Here’s mine:

The backwards and forwards guarantee

“I’m stealing this idea from Megan Elizabeth Morris, who stole it from Naomi Dunford (who stole it from Mark Silver at Heart of Business). Here’s how it works. Buy the checklist. If you decide you don’t find it useful, I’ll refund your money. All you have to do is ask— and forward the website review checklist to someone you think can use it. Let me know why, and I’ll improve it for the next version or suggest other people or resources that may help.”

How a money back guarantee increases sales

Is a guarantee required? No. However, it’s a good thing to do. Why? Because it shows you have faith in your product. And, it reassures people that if they have a problem, you’ll stand behind what you do.

This is called risk reversal. It transfers the risk of buying from the purchaser to the seller. This doesn’t just make you look good; it will get you more sales because it makes you look more reliable and trustworthy.

A creative guarantee is even better. It stands out in the reader’s mind.

Longer guarantees are better than short ones. So is a guarantee that lets you keep the bonus “all about widgets podcast,” even if you return the widget buying CD that you ordered.

Try it. I guarantee you’ll like it. 😉