# Highlighting the Money-Back Guarantee A/B Test Example

Page: https://alidemirbas.com.tr/en/lab/ab-test-library/tests/highlighting-the-money-back-guarantee-ab-test-example

## Hypothesis

If the money-back guarantee already on the page is clearly highlighted, visitors weighing the risk may find it easier to decide. If the revenue from extra orders holds up after refunds, that could raise net revenue per visitor.

## When to run this test

Pre-purchase worry about risk is easiest to see in support tickets asking about refund terms; session recordings of visitors hunting for guarantee details and survey answers about the fear of not liking the product reflect the same concern. Once the guarantee is easy to notice, hesitation should drop, purchases should rise and refunds should not cancel out the gain. First make sure you can actually honor the guarantee you plan to highlight. If it only matches the statutory minimum return right, do not present it as a special marketing benefit.

## Primary metric

**Net revenue per visitor**: Compare revenue after returns per assigned visitor over a fixed period; assess transaction costs separately.

## Other metrics

- **Purchase conversion rate (CR)**: Check whether purchase rate changes.
- **Return rate**: Review returns after an adequate follow-up period and assess their effect on profitability.
- **Return processing cost**: Make sure the operational workload remains manageable.
- **Repeat purchase rate**: Compare later purchases over the same follow-up period in both arms.

## What to check before and during the test

- **Emphasis**: Choose one way to make the existing guarantee more prominent.
- **Terms**: Keep coverage, duration, eligibility and claim process unchanged.
- **Wording**: Use the same accurate terms; a conditional versus unconditional guarantee is a separate test.
- **Economics**: Read net revenue alongside return-processing costs.
- **Customer history**: Review first-time and repeat purchasers separately.

## What to watch when reading the result

- Even if the purchase conversion rate goes up, decide on net revenue per visitor after refunds, since extra orders can bring more refunds. If the return rate or return processing cost eats up the sales gain, more orders alone do not justify shipping the variant.
- When the guarantee is emphasized, its terms must stay readable; do not accept a win from a variant that shrinks or hides the terms. Review first-time and repeat purchasers separately, and track the repeat purchase rate for the same length of follow-up in both arms.
- Refunds show up over time, so do not name a revenue winner before the follow-up window ends; an early read shows only the sales side. Once the window closes, check the conversion rate gap with the [A/B test significance calculator](https://alidemirbas.com.tr/en/calculators/ab-test); it does not test net revenue per visitor, so treat a small revenue gap with the same caution.

## Frequently Asked Questions

### Why use net revenue per visitor instead of conversion?

Additional orders can also produce more refunds. Use revenue after returns per assigned visitor as the primary outcome and assess refund-handling costs separately.

### When should the guarantee result be read?

Wait for comparable return follow-up to mature. An early reading can capture sales but miss refunds. Use equal windows for repeat-purchase outcomes as well.

### What limits apply when emphasizing a guarantee?

Only promise what can be honored and keep conditions readable. Do not portray mandatory statutory rights as a special benefit. Review relevant new and repeat-buyer groups.