Page components
Risk reversal
Also called guarantee, money-back guarantee.
Risk reversal is the guarantee or return promise that shifts the risk of buying from the customer to the brand. It is the cheapest conversion lever on a direct-response page, and it belongs next to the call to action.
Where should risk reversal go on the page?
A guarantee buried in the footer reassures no one. Put it beside the button, where the fear lives, so it does its job at the exact moment of decision.
Related terms