Panic-mode diagnostic
Why isn’t my guarantee converting?
As of , the diagnosis is: Guarantees convert when buyers can verify the trigger event themselves. 'Satisfaction guarantee' converts at near zero because satisfaction is unfalsifiable. 'Refund if [specific measurable event] doesn't happen by [specific date]' converts because the buyer knows when to claim it.
Verified · editorial policy
Why isn't my guarantee converting key facts
TL;DR
- Element
- guarantee
- Most common cause
- Guarantees convert when buyers can verify the trigger event themselves. 'Satisfaction guarantee' converts at near zero because satisfaction is unfalsifiable. 'Refund if [specific measurable event] doesn't happen by [specific date]' converts because the buyer knows when to claim it.
- Directional range
- 10% to 30% (conversion lift from specific guarantee) – Adding a specific guarantee typically lifts conversion 10 to 30% on offers above $97. Below that price point, the guarantee matters less because the financial stake is small.
- Wrong Person
- Audience is risk-averse and doesn't trust guarantees regardless of how they're worded. Enterprise procurement, lifelong-skeptic individual buyers.
- Weak Offer
- Guarantee is 'satisfaction guaranteed' or 'no questions asked'. Buyer can't articulate when to claim it. Conversion lift is minimal.
- Weak Belief
- Guarantee is real but buried in FAQ or terms-of-service. Buyer doesn't see it at the decision moment. Trust is hidden.
- Last verified
- May 20, 2026
The three diagnoses
Wrong Person
What it looks like
Audience is risk-averse and doesn't trust guarantees regardless of how they're worded. Enterprise procurement, lifelong-skeptic individual buyers.
The fix
For risk-averse audiences, the guarantee isn't the primary trust signal – named founder + dated proof + customer references are. Add the guarantee, but lead with the social proof; the guarantee becomes secondary trust.
Weak Offer
What it looks like
Guarantee is 'satisfaction guaranteed' or 'no questions asked'. Buyer can't articulate when to claim it. Conversion lift is minimal.
The fix
Specific trigger event + specific timeframe + specific remedy. 'Refund issued if your first paying customer doesn't materialize within 60 days, no questions asked.' Specificity outconverts vague guarantees by 2 to 4x.
Weak Belief
What it looks like
Guarantee is real but buried in FAQ or terms-of-service. Buyer doesn't see it at the decision moment. Trust is hidden.
The fix
Surface the guarantee directly under each buy button. Verbatim. Not 'see our refund policy' – the actual one-line guarantee text. Trust at the decision moment outconverts trust on the page.
Directional range
10% to 30% (conversion lift from specific guarantee)
Adding a specific guarantee typically lifts conversion 10 to 30% on offers above $97. Below that price point, the guarantee matters less because the financial stake is small.
The 5-step checklist (run today)
- Read your guarantee aloud. Specific trigger event or vague satisfaction?
- Check where the guarantee appears. Buried in FAQ doesn't count.
- Look at refund rate. Healthy is 2 to 5%; under 1% usually means the guarantee is hidden; over 10% usually means the offer is over-promised.
- Test the guarantee's verifiability. If a buyer asks 'how do I claim?', can you answer in one sentence?
- Test one variant with a specific named guarantee. If conversion lifts, your default guarantee is too vague.
People also ask
Why isn't my guarantee converting?
Guarantees convert when buyers can verify the trigger event themselves. 'Satisfaction guarantee' converts at near zero because satisfaction is unfalsifiable. 'Refund if [specific measurable event] doesn't happen by [specific date]' converts because the buyer knows when to claim it.
What's a good guarantee conversion rate?
10% to 30% (conversion lift from specific guarantee). Adding a specific guarantee typically lifts conversion 10 to 30% on offers above $97. Below that price point, the guarantee matters less because the financial stake is small.
How do I fix my guarantee this week?
Read your guarantee aloud. Specific trigger event or vague satisfaction?
Questions founders ask
How long should the guarantee window be?
30 to 60 days for most SaaS. Long enough for the buyer to test the product genuinely; short enough that the financial exposure is bounded. 90+ day guarantees on subscription products often produce abuse.
Should I do a money-back or 'fix it free' guarantee?
Money-back outconverts 'fix it free' because the buyer knows the remedy. 'Fix it free' is a service offer dressed as a guarantee; buyers parse it as conditional.
Should the guarantee require proof of use?
Selectively. 'Show you used X feature' is reasonable; 'show you used the product for 30 days' is reasonable; 'show you genuinely tried' is unenforceable and counterproductive.
Related Brunson terms
See the diagnosis applied to your live guarantee
The free 90-second Launch Diagnostic runs the Wrong Person / Weak Offer / Weak Belief triage on your actual URL and tells you which diagnosis fits before you ship the fix.