How to Increase Sales Conversions Through Strong Guarantees

Sales conversion is everything when creating an income on the internet.

In internet marketing, making a guarantee on your product or service is one very important step in increasing the sales conversions on your offering.   Internet buyers don’t have the benefit of meeting you personally and shaking your hand.  They aren’t able to get the 93% of communication that is not delivered by your words which is normally very important in sales conversion.  They are only able to make decisions on whether they would like to purchase your product or service based on the information on your website or sales page.

Sales Conversion almost always requires a strong customer guarantee!

Internet and direct response marketers call this guarantee “Risk Reversal”.  The idea is that people will be more inclined to take advantage of an offer if they know that they can get their money back in the case that the product or service didn’t live up to the sales copy.  Clear, benefit driven sales copy goes a long way in setting appropriate expectations and will result in happier customers and lower returns.  A strong guarantee of their satisfaction is many times the gentle nudge that the customer needs to go from highly interested to entering in their payment information and becoming the proud new owner of your information product or service.

Land’s End uses an incredible guarantee to get better sales conversion on their website and in their magazine.

Here’s an example of one company’s guarantee philosophy:

“The Lands’ End guarantee has always been an unconditional one. It reads: “If you’re not satisfied with any item, simply return it to us at any time for an exchange or refund of its purchase price.” We mean every word of it. Whatever. Whenever. Always. But to make sure this is perfectly clear, we’ve decided to simplify it further. Guaranteed. Period.®

Land's End Taxi guarantee gets high sales conversion
I'd Like to Return this Taxi!

I’d like to return this taxi, please.

As you’d expect, over the years our guarantee has been put to the test. We’ve been given countless opportunities to demonstrate our commitment to customer satisfaction and our willingness to stand behind the products we sell – though none more demonstrative than the return and refund of an original London taxi.

Featured on the cover of our 1984 holiday catalog, the taxi was purchased for $19,000 by a Kansas native as a gift for her husband (an avid car collector). In 2005, her husband contacted Lands’ End and expressed interest in returning the car for a full refund. Of course, we obliged – because whether your purchase includes a tote or a taxi, your satisfaction is Guaranteed. Period.® (

Spend some time thinking about your offering and how you can offer a strong guarantee to your clients to increase sales conversion.  If you aren’t comfortable with offering a strong risk reversal in your sales materials, then you should re-think the value that you are actually delivering to the marketplace.  The main point of building a successful business is long term profitability, and that only comes from happy customers getting a lot of value and then telling their friends, family and colleagues about the great deal that they got on your product or service.”  Offering a strong guarantee up front is one of the strongest ways that you can improve sales conversion on your website and increase your profits dramatically.