Have you ever wondered what sets high converting websites apart, from those that can barely convert a lead?
It often boils down to the guarantee they make.
No matter how well-designed your website is or how persuasive your copy for each of the pages, no one is going to take the next step (whether it’s making a purchase or signing up for your weekly newsletter) unless you have a guarantee that’s clear, specific, and highly visible in your website.
Why Focus on Your Guarantee
First off, crafting a solid guarantee lends tangible proof that you have a reputable brand. Second, it helps reduce the perceived risk felt by prospects by reassuring them that they are about to make the right decision.
By and large, your guarantee should place the risk of the purchase from the buyer, to you, the seller. This is often referred to as risk reversal.
In an analysis of more than 25,000 anonymous sales calls by Gong, a sales SaaS platform, it was discovered that closing rates increased by 32 percent when salespeople used risk-reversal language such as the following:
- You can cancel anytime.
- There is no long-term contract involved.
- It takes less than 5 minutes to cancel.
Examples of Stunning Guarantees
Let’s take a look at examples of remarkable guarantees that you can draw inspiration from.
Lifetime Guarantee by Build a Joomla Website
A lifetime guarantee, such as what we offer at Build a Joomla Website, assures prospects that we have the absolute confidence in the value they’ll get from the courses we’re offering.
Delivery Guarantee by Domino’s Pizza
Domino’s takes pizza delivery to another level. As if their 30-minute delivery guarantee isn’t enough, their 20-minute delivery guarantee for online orders lures pizza lovers with the promise of a free pizza voucher for their next order, if they fail to make the delivery in 20 minutes.
$1 Million Service Guarantee by LifeLock
Lifelock’s $1 million service guarantee conveys how confident they are in providing extensive support and assistance to help with identity recovery. As a result, Lifelock is perceived by the market as being at the top of their industry.
Learning from the Examples
Looking at the examples, you’ll noticed several themes that you can use when creating your own mind-blowing guarantee. These include the following:
- Make your guarantee visible on your website.
- Give your guarantee another name to make it more memorable.
- Focus on the benefits (what’s in it for your customer), not the features.
- Go beyond the usual guarantees such as the usual 30-day trial or getting your money back.
- Be clear and specific.
Your Next Step
What’s your current mind-blowing guarantee in your website? Does it fit all of the themes we listed? Share your thoughts and experience in the comments below!