Understand Your Buyer > How To Convert > Zero Risk Bias
What is it?
The Zero Risk Bias looks at the natural preference towards things which carry minimal to zero risk.
Why does it work?
By mitigating risk factors we can engage clients and encourage them to buy. Connecting to the potential fears of clients and tackling them head on will ensure they don’t become obstacles to making the sale.
How can you use it?
Offering money-back guarantees, providing free delivery/returns and providing real-world case studies are three simple ways you can reassure your clients that your product or service is a low-risk option for them.
Hypothetical Example:
An online mattress company knows that buyers hesitate to purchase a mattress without trying it first. To address this, they introduce a 100-night risk-free trial with free returns and a full refund if customers aren’t satisfied.
This offer removes the perceived risk of “what if I don’t like it?” and makes the decision feel safe. As a result, conversions skyrocket because customers feel they can’t lose – they either love it, or they get their money back.
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