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When to use it
When a guarantee sits in the footer, FAQ or fine print but not near the price or CTA, on a page whose conversion rate is below the site average.
How to run it
Put a guarantee badge and one plain line beside the buy button, like '30-day money-back guarantee. Full refund, no questions asked.'
Why it works
Remove the cost of being wrong
A guarantee moves the risk from buyer to seller at the moment of hesitation. Risk-reversal roundups document lifts around 20% from simply making a 30-day guarantee visible, while real-world refund rates typically stay under 5-10%.
Source: Conversion Sciences risk-reversal roundup
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