Decide

Risk reversal

Effort: Low

What to notice

"Full refund within 30 days" and "cancel anytime" sit right under the sign-up button.

How to build it

  1. Put refund, cancellation, and trial terms next to the button.
  2. Make canceling as easy as signing up.
  3. Link to the full terms.

Measure

Main metric
Sign-up rate
Guardrail
Refund and cancellation rates

When it backfires

Fine print that guts the guarantee leads to disputes and distrust.

Theory behind it

Loss aversion

A loss tends to feel bigger than a gain of the same size.

Contested

Dark patterns

Interface designs that deceive users or steer them into choices they did not intend.

Well supported