Every purchase carries some risk for the buyer. They might pay and find the product isn’t right for them, or sign a contract and regret it a month later. We try to mitigate that perceived risk through our copy, proof, design choices, etc. but there’s always some inherent risk in making any decision. And that risk is often what makes people put off the decision.
A guarantee moves some of that risk from the buyer to you. A 30-day money-back guarantee or a free trial lets people try the product knowing they can back out if it doesn’t work for them. State it plainly near the price and the button, where people are weighing the decision. It only works if you honor it without a fight, so choose terms you’re comfortable keeping.
