Risk Reversal

Summary:

"Risk Reversal" is a sales/conversion pattern to increase conversions by removing or decreasing the inherent risk of the offer.

Name of the pattern:

Risk Reversal

When to use this pattern:

When you need to increase your conversions/sales, especially if risk reversal is already embedded into laws and your contractual obligations, and all you need to do is to call it out.

How to use this pattern:

Right before call to action, normally before the final call to action, or right after that for those in doubt (but visible for anybody reading the call to action).

An example of when all you need is to call it out, are ClickBank rules requiring merchants to give 60-days money back guarantee. Your prospects may be unaware of it, in fact, they may be unaware of the ClickBank altogether. You need to call it out specifically to alleviate the prospects worry of wasting money on a product that is not genuine.

Other risk reversal techniques include verification badges, especially Best Business Bureau logo, if you business is a member; "try-it-free-for-XX-days" offers; personal guarantees, if you are up to that.

Attribution:

I've learn it form Jay Abraham

Related patterns:

None

Related anti-patterns:

None

Comments:

Do not to make fake risk reversal promises. Also, if you give risk reversal offer due to contractual obligations, but frame it as a kindness of your heart, don't boast and diminish it in other places.

I've seen one of Internet marketing gurus saying "Give them 60 days guarantee, ClickBank requires it anyway! And if they use it too often, ClickBank will cut them off from buying anyway!" You see, what this guy did? He just made null and void ClickBank's 60-days guarantee for everybody, who've read him.

What's the point of 60-days money back guarantee? To remove fear that if the product is a fake, you get your money back. It's designed for the prospect to fearlessly reach for the wallet and pay. Now, what are the chances of encountering several fake products in a row in the Internet marketing land? Yeah… and once you did, and used the guarantee, you are out? How is it a risk reversal?