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Best Way To Phrase "60 Day" Guarantee?

by Dan Axelrod
16 replies
Hey Guys,

Question for copywriters here, preferably ones who have actually split-tested this.

If you're offering a guarantee for 60 days, is there research supporting the most effective way to define the time period?

The ways you could do it for ClickBank, for example, include:
  • "60 Days"

  • "8 Weeks"

  • "2 Months"
Has anyone had success testing what works best for this? Thanks.

--Dan
#60 day guarantee #phrase
  • Profile picture of the author RickDuris
    Hi Dan,

    Actually Dan, here's what I've discovered works best:

    Tie the 60 days to specific and measurable results.

    For instance, let's say you are offering a traffic generation course. Tie a goal to the 60 days.

    "I'm not just confident, I'm CERTAIN my course will work for you. So certain, allow me to make this rather bold promise: If you don't get AT LEAST 60,000 new, unique visitors to your website in the next 60 days, I'll refund your purchase..."

    You can have all sorts of fun with that.

    - Rick Duris
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    • Profile picture of the author Dan Axelrod
      Thanks Rick,

      I totally agree. My question was actually what specific permutation of "60 days" is best, such as 2 months, 8 weeks, 1344 hours (kidding), etc.

      --Dan
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    • Profile picture of the author Aj Wilson
      Ryan Diess (A Fanatical Split Tester) chooses to use "Days"
      for his guarantees ...

      From his product "43 Split Tests";

      365 Day Guarantees;
      • Increase Conversion 5.6%
      • Reduce Refund Rate 38%
      He also goes on to say;

      Placing your guarantee in a text box, with a red border
      and a seal increases conversions by 17%

      I use the 60 Day Guarantee with favourable results (it sounds like a
      longer period of time than "months").

      Just prospect perception...

      Like everything in copy, I suppose it all depends
      on your audience and offer.
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      • Profile picture of the author fxprofitmountain
        Originally Posted by Aj Wilson View Post

        Ryan Diess (A Fanatical Split Tester) chooses to use "Days"
        for his guarantees ...

        From his product "43 Split Tests";


        365 Day Guarantees;
        • Increase Conversion 5.6%
        • Reduce Refund Rate 38%
        He also goes on to say;

        Placing your guarantee in a text box, with a red border
        and a seal increases conversions by 17%

        I use the 60 Day Guarantee with favourable results (it sounds like a
        longer period of time than "months").

        Just prospect perception...

        Like everything in copy, I suppose it all depends
        on your audience and offer.

        This is really great stuff, thanks!
        I would, however, be interested in seeing if these findings extrapolate to other populations, other than Ryan's test population.....
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  • Profile picture of the author J. Barry Mandel
    Psychologically "60" sounds like a whole lot more then just "8" or even "2".

    Best of Luck!
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  • Profile picture of the author Ludovic
    Days for the win!
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  • Profile picture of the author Stephen Dean
    You could tally up how the best sales letters on Clickbank compare to the worst letters on Clickbank. Add mediocre sales letters to the mix and chart it. If there's a correlation on using "days" you should see a straight line.

    Although maybe Clickbank's not the best source as they encourage using "8 weeks" over 56 days.

    The best way to decide would be to split up a multivariate test, in my opinion.

    Cheers,
    Stephen Dean
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  • Profile picture of the author RickDuris
    I've not tested this. But I do know that when I was forced to comply with CB refund period my sales went down. Previously, I had offered 365-day guarantees.

    - Rick Duris
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    • Profile picture of the author Tommy Perez
      60 days...all the way!

      Bigger numbers = greater "perceived" length of time.
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  • Profile picture of the author amaracray
    There is not statistical proof that any of them will help you to increase sales, so I wonder why would you do this? I have though about doing the same , but after some research I decided against it.
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    • Profile picture of the author Aj Wilson
      Originally Posted by amaracray View Post

      There is not statistical proof that any of them will help you to increase sales, so I wonder why would you do this? I have though about doing the same , but after some research I decided against it.
      Sounds like you're not researching the right stuff mate...

      There's significant stats from reliable sources to prove that
      risk reversal by changing the guarantee can increase sales.

      Basic Sales Copy 101
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      • Profile picture of the author Hank Rearden
        There are two keys to a guarantee:

        1) STACKS - Any way that your guarantee "stacks" with either other guarantees or promises is always good, in my testing. Especially when it tests with free trial stuff.

        But really... the ONLY important thing is...

        2) RESULTS-BASED - Paint the picture of what they'll get.

        "In just 30 days after using Lying Internet Marketer System you'll wake up to check after check for as much as $1,000.00 per day...

        You'll easily pay for things you've always wanted... but... Never were able to afford before - luxury cars, luxury homes and luxury ways to spoil the people you love...

        You'll live your life with more wealth, less stress and an easy way to make money hand over fist on the Internet (Remember - All YOU do is set it, then forget it)....

        ... And... When you see EVERYTHING I'VE TALKED ABOUT ABOVE work for you, in your life, you simply do nothing. Keep this program and use it time and time again, to create wealth in your life.

        And if this program isn't for you, simply return it to me anytime up to 60 days from the very first time you use it, and I'll give you every red cent and penny back. No questions asked.

        I'm positive you'll fall in love with the Scammy System 2010. So I'll put all the risk on my shoulders"

        You get the idea from the draft copy.
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  • Profile picture of the author Tzone
    Banned
    [DELETED]
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    • Profile picture of the author FredJones
      Stamp and red box with 367 days may be a good option, or maybe 67 days (9 weeks and 4 days) - I mean, I would add my imagination and think of all kind of weird days and try that.

      For example, if your is an IM product, then do you expect to see a significant differences/improvements in results in 28 days? Then say, you give twice of that time period, that is 28x2=56 days, as the guarantee. In other words, apart from the conventional testing, you may want to test with other things also.

      If you want to play it safe, then 8 weeks with seal and red border sounds like a great option to me.
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  • Profile picture of the author Thomas Michal
    How about saying:

    0 days because my product is so freaking awesome!
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    • Profile picture of the author Greg guitar
      Originally Posted by Thomas Michal View Post

      How about saying:

      0 days because my product is so freaking awesome!
      Jay Abraham endlessly harps on the importance of always using "risk reversal", and always guarantees his stuff.

      I doubt your product is more awesome than any of his, or that people would perceive the lack of a guarantee as evidence that the product must be awesome. More likely, they will wonder how good can it be if the seller won't back it up with a guarantee.
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  • Profile picture of the author natorob
    I've done a lot of testing, and especially testing on the guarantee.

    I agree with the days vs months or weeks; I think it creates a stronger mental image.

    And I've also tested the red dashed border vs black dashed border with seal; red does increase results.

    One other thing to think about. I usually guarantee my stuff for a full 365 days. That has added an addditional .3-.4% increase.

    Hope this helps...
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