A/B Testing Idea #6 - Offer & clearly display an attractive guarantee or refund policy

Tactic_Offer & clearly display an attractive guarantee or refund policy


By clearly offering an attractive guarantee or refund policy, customers won't find the process of paying as difficult, or negative, as they will feel that they will be able to return the product, and get their money back if they don't like it.

This failsafe will encourage them to make purchases they otherwise might not have done.  They will perceive the investment as less risky, and that their commitment to the purchase isn't permanent (despite the low probability of them asking for refund).


  • Risk Compensation (Peltzman, 1975)
  • Zero-Risk Bias (Baron; Gowda & Kunreuther, 1993)
  • Pain of Paying (Prelec & Loewenstein, 1998)

The Research

Risk Compensation

Risk Compensation explains a tendency for humans to take greater risks when perceived safety increases.

Zero-Risk Bias

Zero-risk bias explains our tendency to prefer options that have absolutely no risk attached to them, even if they don’t offer as significant rewards and other options may have been more advantageous in the long run.

Pain of Paying

The Pain of Paying explains how the act of paying reduces the pleasure of our purchase and that this “pain of paying” is affected by both the timing between payment and consumption and by the mode of payment.

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