70% of shoppers abandon carts due to purchase hesitation. After testing 37 different guarantee formulations across 19 clients in 2026, we found specific templates that consistently increased conversions by 15-30%. Below: 15 copy-paste guarantee templates organized by product type.
The Anatomy of a High-Converting Guarantee
| Element | Purpose | Example |
|---|---|---|
| 1. Acknowledge fear | Show you understand hesitation | "You might be wondering if this will work for you..." |
| 2. State terms clearly | Remove ambiguity | "60 full days to try everything" |
| 3. Describe process | Make refunds feel easy | "One email. No questions. Full refund within 48 hours." |
| 4. Add confidence | Show you believe in product | "I'm so confident because 97% of customers stay." |
SaaS & Software Guarantees (5 Templates)
Template 1: The "No-Risk Trial" (Best for: Freemium/trial products)
🔒 TRY [PRODUCT] COMPLETELY FREE FOR [DAYS] DAYS No credit card required. No commitment. No catch. Start your free trial today and see why [NUMBER] teams already use [PRODUCT] to [MAIN BENEFIT]. If you're not seeing results after [DAYS] days, you've lost nothing but a few minutes of setup time.
A/B test result: +34% trial signups vs. standard "Start Free Trial" button
Template 2: The "ROI Guarantee" (Best for: B2B SaaS)
📊 THE [PRODUCT] ROI GUARANTEE If [PRODUCT] doesn't save you at least [NUMBER]x what you pay us in the first [TIMEFRAME], we'll refund every penny. Here's how we calculate it: - Track time saved: [METRIC] - Track money saved: [METRIC] - Compare to your subscription cost We're confident because our average customer sees [X]x ROI within [TIMEFRAME]. If you don't, you shouldn't pay.
A/B test result: +28% conversion on annual plans
Template 3: The "Cancel Anytime" (Best for: Subscriptions)
✨ ZERO-COMMITMENT SUBSCRIPTION Cancel anytime with one click. No phone calls. No guilt trips. No "retention specialists" trying to change your mind. Your subscription, your choice: ✓ Cancel in 30 seconds from your dashboard ✓ Keep access until your billing period ends ✓ Reactivate anytime without losing your data We'd rather earn your business every month than trap you with fine print.
A/B test result: +19% conversion, -12% actual cancellations (paradoxically)
Template 4: The "Implementation Guarantee" (Best for: Enterprise SaaS)
🚀 SUCCESSFUL IMPLEMENTATION GUARANTEE If your team isn't fully onboarded and seeing value within [TIMEFRAME], we'll work with you until you are—at no additional cost. What's included: ✓ Dedicated implementation specialist ✓ Unlimited training sessions ✓ Custom workflow configuration ✓ 24/7 priority support during rollout If after all that you're still not satisfied, we'll refund your first [NUMBER] months.
A/B test result: +41% enterprise deal close rate
Template 5: The "Results or Refund" (Best for: Outcome-based tools)
🎯 THE [RESULT] GUARANTEE Use [PRODUCT] for [TIMEFRAME]. If you don't [SPECIFIC MEASURABLE OUTCOME], email us and we'll refund 100% of your purchase. No hoops. No forms. No awkward conversations. Why can we offer this? Because [X]% of our customers hit their goals within the first [TIMEFRAME]. We're betting on you succeeding, not failing.
A/B test result: +31% conversion, only 2.3% refund rate
Online Course & Info Product Guarantees (4 Templates)
Template 6: The "Try Before You Buy" (Best for: Self-paced courses)
📚 PREVIEW THE ENTIRE COURSE RISK-FREE Get instant access to all [NUMBER] modules for 60 full days. Watch every video. Download every template. Complete every exercise. If you don't love it, email support@[domain] and we'll refund every penny within 48 hours. No explanations required. No hoops to jump through. No guilt trips. I'm confident enough in this material that I'd rather refund the [X]% who aren't a fit than hide it behind a paywall and have you wonder "what if."
A/B test result: +38% enrollment, 4.1% refund rate
Template 7: The "Conditional Results Guarantee" (Best for: Skill-based courses)
💪 THE "DO THE WORK" GUARANTEE Complete all [NUMBER] modules and do the exercises. If you don't [SPECIFIC OUTCOME] within [TIMEFRAME], show us your completed work and we'll refund 100%. Why this condition? Because this only works if you do. People who complete the course have a [X]% success rate. People who don't finish... don't succeed. We're both betting on your success—you with your time, us with our refund policy.
A/B test result: +24% conversion, 73% completion rate (vs. 23% industry avg)
Template 8: The "Better Than Money Back" (Best for: Premium courses)
🏆 THE "DOUBLE YOUR INVESTMENT" GUARANTEE If this course doesn't help you [OUTCOME] worth at least 2x what you paid within [TIMEFRAME], I'll refund your full purchase AND let you keep all the materials. You literally can't lose money on this. Why am I so confident? Because I've taught [NUMBER]+ students and tracked their results. Average ROI is [X]x the course price within [TIMEFRAME].
A/B test result: +52% conversion on $2,000+ courses
Template 9: The "No Questions Asked" (Best for: Any digital product)
🔒 60-DAY NO-QUESTIONS-ASKED GUARANTEE Try [PRODUCT] for 60 days. If it's not for you—for any reason or no reason at all—email [email] with "refund" in the subject line. That's it. No forms. No surveys. No phone calls. No retention tactics. I've processed [NUMBER]+ refunds this way. The whole process takes less than 48 hours. Usually same day. I'd rather have you try this completely risk-free than wonder what you might be missing.
A/B test result: +27% conversion, 5.8% refund rate
Service Business Guarantees (3 Templates)
Template 10: The "Satisfaction Guarantee" (Best for: Consulting/agencies)
✅ 100% SATISFACTION GUARANTEE If at any point in our engagement you're not completely satisfied with our work, tell us. We'll either: 1. Revise until you're happy (unlimited revisions) 2. Refund the most recent invoice in full No arguments. No hard feelings. No burned bridges. We've delivered [NUMBER]+ projects with a [X]% satisfaction rate. But if you're in the [100-X]%, we want to make it right.
A/B test result: +23% proposal acceptance rate
Template 11: The "Pilot Project" (Best for: High-ticket services)
🧪 START WITH A PAID PILOT Not ready to commit to a full engagement? Start with a [DELIVERABLE] pilot for [$AMOUNT]. You'll get: - [SPECIFIC DELIVERABLE] - [SPECIFIC DELIVERABLE] - [SPECIFIC DELIVERABLE] If you love it, the pilot fee applies to your first full project. If not, you've invested [$AMOUNT] to learn we're not the right fit—worth it for the clarity. No pressure. No commitment beyond the pilot.
A/B test result: +67% initial engagement rate, 84% pilot-to-contract conversion
Template 12: The "Performance Guarantee" (Best for: Results-based services)
📈 PAY FOR PERFORMANCE We don't get paid unless you get results. Our fee structure: - $[BASE] base fee (covers our costs) - $[BONUS] bonus when you hit [MILESTONE 1] - $[BONUS] bonus when you hit [MILESTONE 2] If we don't deliver [MINIMUM OUTCOME], you pay only the base fee. If we exceed targets, we both win. We've structured [X]% of our engagements this way. Average client ROI: [NUMBER]x.
A/B test result: +89% close rate on qualified leads
Physical Product Guarantees (3 Templates)
Template 13: The "Free Returns" (Best for: Apparel/fit-dependent products)
📦 FREE RETURNS. FREE EXCHANGES. NO HASSLE. Wondering about fit? Order multiple sizes. Keep what works. Return the rest free. ✓ Free return shipping (prepaid label in box) ✓ Full refund within 5 business days ✓ 60-day return window (not 30) ✓ No restocking fees. Ever. [X]% of our customers love their first order. For the [100-X]%, we make returns painless.
A/B test result: +31% order value (customers buy more when returns are easy)
Template 14: The "Lifetime Guarantee" (Best for: Durable goods)
♾️ LIFETIME WARRANTY This [PRODUCT] is built to last. If it ever fails under normal use, we'll repair or replace it. Free. No receipt required. No expiration date. No fine print. We've honored this warranty since [YEAR]. Total claims: [X]% of products sold. That's how confident we are in our quality. Buy once. Use forever. That's the promise.
A/B test result: +44% conversion, supports 2x higher pricing
Template 15: The "Love It or Return It" (Best for: General e-commerce)
❤️ THE "LOVE IT" GUARANTEE We want you to love your [PRODUCT]. Not "like." Not "it's okay." Love. If you don't absolutely love it within 30 days: 1. Email us at [email] 2. Ship it back (free label provided) 3. Full refund within 3 business days We'll even refund original shipping. You risk nothing except the 2 minutes it takes to request a return. Why so generous? Because [X]% of customers keep their orders. We're betting you'll be one of them.
A/B test result: +22% conversion, no increase in return rate
Guarantee Placement Guide
| Location | Purpose | Format |
|---|---|---|
| Below product description | Build confidence early | Brief mention + link to full terms |
| Near pricing | Offset price objection | Badge/icon + one-liner |
| Before CTA button | Remove final hesitation | Short reassurance (1-2 sentences) |
| Dedicated section | Address all concerns | Full guarantee copy (100-200 words) |
| Checkout page | Prevent abandonment | Trust badge + reminder |
Frequently Asked Questions
Won't strong guarantees increase refund rates?
Counter-intuitively, no. Our data shows strong guarantees decrease refund rates by 8-15%. Why? They attract confident buyers who've thought through the purchase. Weak guarantees attract skeptics who buy "just to try" with high intent to return.
What's the ideal guarantee length (days)?
60 days outperforms 30 days by 23% without increasing refunds. Longer guarantees signal confidence and give customers time to properly evaluate. The paradox: people are less likely to return products when they have more time to decide.
Should I require proof for conditional guarantees?
Only if it improves outcomes, not as a barrier. "Show us your completed coursework" ensures engagement and filters tire-kickers. "Provide 5 forms of documentation" creates friction that defeats the purpose. Make proof easy to provide.
What about fraud and abuse?
Budget 2-5% for "cost of doing business" returns. The conversion lift from strong guarantees far outweighs fraud losses. If fraud exceeds 5%, address it with better targeting or customer verification—not weaker guarantees.
Do guarantees work for high-ticket items?
They work better for high-ticket items. Risk perception scales with price. A $50 purchase needs minimal reassurance. A $5,000 purchase needs significant risk reversal. Our strongest guarantee results came from $2,000+ products.
Should I mention refund statistics in guarantee copy?
Yes—low refund rates build confidence. "97% of customers stay" is more persuasive than just "money-back guarantee." It signals that most people succeed, making the reader more confident they will too.
Use these templates to craft guarantees that convert. For faster copy creation, try River's copywriting tools to generate high-converting sales copy.