Risk reversal increases buyer confidence and encourages completed transactions.

A lot of the businesses I work with don’t have a risk reversal strategy, and aren’t really familiar with what one looks like, or the power it could have over their conversion rates.

Each time a customer completes a transaction, they leave your store or website with 99% of the risk associated with the purchase. Even if you overcame all of their objections and answered their questions about the performance of the product, the moment they hand over the money they lose their leverage.

If the product doesn’t do what you say it will, or if it breaks down, your customer has parted with their cash and hasn’t received the promised results. They’ve lost – or wasted – money.

So, risk reversal simply means taking the purchase risk away from the customer, and taking it on yourself or your business. When your business allows customers to make purchases without fear or doubt, you will encourage them to make decisions, spend money and complete sales because there is less at stake.

And whenever you can encourage more customers to buy from you, you will boost your conversion rate and your average number of transactions. So, offering a strong guarantee is a strategy that will increase conversions as well as repeat business.