A money-back guarantee is one of the most powerful conversion tools in e-commerce. It lowers the perceived risk of a purchase by implying that the company stands behind its product completely that if anything goes wrong, the customer will be made whole. When Pettable places a satisfaction guarantee front and center in its marketing, it is doing exactly this: using the psychological weight of a...

When you land on FastESALetter's website, one of the first things designed to reassure you is a review count. The number is large the kind of figure that implies a long-established service with a broad base of satisfied customers who have taken the time to share their experience. Large review counts are social proof. They tell prospective customers that many people before them made this same...