Online marketing can be tiring! That’s where UpCity comes in. As a trusted advocate for small businesses, we’re here to navigate you through the piles of confusing and suspicious offers. UpCity will lead you in the right direction by providing easy insights and simple solutions for your business marketing plan. Members receive an in-depth, personalized action plan to help optimize their site, and our team is here to help you along the way. Each week, we’re featuring a comprehensive look at one of the recommended tasks built into the UpCity software.

Background on Guarantees

If customers are going to subscribe, purchase, or share information, they need to know that you a reputable and trustworthy company. Make them as comfortable as possible by incorporating a Guarantees’ page’ to your website. This is especially true if you are offering a product that can cost several hundred dollars. When you’re asking your customers for large payments upfront (even if your product is worth it), you can guarantee they don’t want to feel as if they made a mistake.

Make the guarantee associated with your product or service easy to find on your website. Consider adding a note in the global footer of your site or as a promotional sidebar item if particularly compelling. Adding a strong guarantee can improve conversion especially if it overcomes buying obstacles (i.e. easy returns, etc.).

This post will teach you about two types of guarantees and how they can be useful to your business.

How to Make Your Guarantee

In this section, we’ll cover two types of guarantees: the concern guarantee and the money-back guarantee.

1. Concern Guarantee

In this case, it’s not just about making a guarantee for the sake of making one: it’s about addressing their possible concerns before they purchase. For example, Noah Kagan was selling a product on his blog that caused a potential concern for his customers regarding SEO. Here’s the guarantee he wrote up to allay their fears:

Now this guarantee is concern specific, but in general, you’ll want to make sure every concern your customer has is addressed in some way on your site.

2. Money-Back Guarantee

The money-back guarantee is most common in the marketing world. Guarantees often come in the form of time limits, meaning they can range anywhere from a 30-day guarantee to forever (as long as the business exists).

Copyblogger provides a great example of a Lifetime Guarantee here:

“LIFETIME SATISFACTION GUARANTEE: If you are not completely satisfied with the purchase you have paid for, you may return it with a note describing why you are disappointed and we will issue a full refund or credit your charge card for what you paid for the course or courses.”

It really reduces the risk of purchasing in the customer’s mind and allows them to try your product with very low commitment.

Employing these types of guarantees certainly works to build trust and establish your role as an authority in the space. You might also find that, if your product is good, customers won’t be as eager to get their money back as you think.

UpCity members, please follow the pathway to complete this task in your UpCity account: Convert > Conversion Basics > Measure & Convert 101: Key Items.