This is a common mistake on many websites and that is either a non-existant or weak guarantee.
There are many misconceptions about using a guarantee on the website. I’ve heard some discussion about the fact that if they add a guarantee to their website they are afraid that brings to light the possibility that the buyer can return the product.
I think that’s the furthest thing from the truth. In fact by not having a guarantee on your website makes the buyer think that the product is either, a possible scam, OR you do not have enough faith in the product to warrant a guarantee.
Of course there is always the possibility you simply forgot to add the guarantee to your website. Here are some things to consider when creating or updating the guarantee you have.
Most merchant accounts and payment processors want or require you to have a guarantee policy easily displayed on your website, be sure to check out what they require and adjust accordingly.
Be sure to make your guarantee “look” like a guarantee policy. Many times I see this section look like the normal sales copy on the page or if there is a box around it, it resembles the other boxes on the page.
What I’ve found to work well is add an image that resembles a certificate as a background image or create (or have created) the whole thing as a graphic to easily place all of the elements you want in that area.
Also what is appealing is to add an official seal to that area. You can easily find these at either istockphoto.com or fotolia.com both of these stock photo websites will allow you to purchase at a very reasonable price both the certificate and seal images to use on your website.
Finally, don’t leave any doubt about what your policy is, explain the details and be sure that it fits the offer. You wouldn’t use the same policy for a live event, teleseminar or webinar that you would for say an ebook, physical product, or services rendered. Simply do a little research what others may be doing and then modify to meet your needs and of course test to see what gets you the best conversions.
Feel free to check out any of my websites as an example.