Hello,
Last week I talked about your web site's copy. This week I want
to finish talking about copy by telling you a quick tip that
is guaranteed to increase your sales conversion ratios.
"Offer A Money Back Guarantee With Whatever You're Selling"
I'm stunned whenever I see a site selling something and I don't
see them shout from the heavens that they offer a money back
guarantee!
First off, you should always offer a money back guarantee.
Doing business on the Internet, you have to build up trust with
your potential customer since they don't know you and will never
see you.
You've got to put all the risk on your own shoulders, not your
customers. If they know that they can always send the thing
back, it goes a long way in getting them to open their wallets.
Second off, you should always make your guarantee stand out.
Draw attention to the guarantee. Use big bold letters and flashy
colors! Make it a major selling point in your site's copy.
"Our Iron Clad 100% Money Back - No Hassle - Satisfaction
Guarantee!!"
Draw attention, make the person know you are really serious
about your guarantee. Anything you can do to ease the worry
when someone is trying to decide to spend money is good.
Next...time frame...how long should you offer a money back
guarantee? Some places offer a 30 day money back guarantee,
some places offer 60 or 90 day. What's best?
That depends. Test each one yourself and see which ones pulls
the most responses (sales). My tests have ALWAYS shown that the
longer the guarantee, the more sales I get.
So I always offer a year long money back guarantee, or a "Lifetime"
guarantee.
Sounds crazy, and it sounds like you could really get hurt offering
such a long guarantee. But the truth is, I hardly ever get asked
for a refund.
If you believe in your products, and they're good products, you
won't have trouble with people returning your stuff.
When I do occasionally get asked for a refund, I immediately issue
it. I want to make the process as easy as possible for the person
who's returning my stuff.
Always be courteous as well. Often times, people who return stuff
comment on how fast and easy it was, and how helpful I was...often
these people return to buy more stuff from me in the future.
That's about all I have to say about guarantees. If you aren't
currently offering one, start doing so and see for yourself how
much your sales will increase.
That's all for this week. See you next Monday!
-John Skorczewski
