Risk reversal

FFrictionFriction: removes doubt, risk, ambiguity

Move the risk of the decision from the buyer to the seller, visibly, at the moment of the ask.

It’s working when

  • +The guarantee is specific: duration, scope, and how to invoke it
  • +Placed within eye-line of the CTA button it de-risks
  • +No asterisks that claw back what the bold text promised

How this usually goes wrong

A '100% satisfaction guarantee' with fine print that hollows it out. One asterisk teaches the visitor to re-read the whole page adversarially.

Wireframe

Where it appears

The same section, different positions. Each archetype asks something different of it.

The Conversion Page

Position 3 of 6

Absorb the last flinch, in the half-second between wanting it and clicking.