Give the guarantee a name and a one-line promise
"Great Pizza Guarantee: not satisfied in 60 days? We'll buy it back." A named guarantee in the brand's own terms reads as a promise, not a policy.
What it is
A "Why Buy Direct" band sets out four cards. The first is a named guarantee, "Great Pizza Guarantee", with one line: not satisfied in 60 days? We'll buy it back. The others cover free delivery and returns, a free 5-year warranty available only on the brand's site, and a Trustpilot score.
Why it works
A guarantee named after the outcome the buyer wants (great pizza) promises the result, not just the refund. "We'll buy it back" is plain and confident. Pairing it with direct-only perks also answers why to buy here rather than from a retailer.
How to test it
- Hypothesis
- Renaming the returns policy as a named, outcome-based guarantee will lift add-to-cart rate without raising the return rate.
- Primary metric
- Add-to-cart rate (product page sessions)
- Guardrail metric
- Return rate within the guarantee window
Related ideas
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