Actionable Optimisation

Actionable Optimisation #49 – Repeating Reassurances

 May 25, 2021

By  Will

Repeating Reassurances is a Powerful Way to Boost Conversion

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Price is important, but it's not necessarily the deciding factor in a purchase.

The deciding factor is whether or not the customer believes this product will fulfil the job they have in mind, better than a competing product.

However, it’s still important to reinforce certain key pieces of information throughout the purchase journey.

The customer still needs to know the price.

They still need to know when the product will arrive, whether there is free shipping & returns.

These are still important pieces of information that the customer wants to check off their purchase checklist, and helps them determine that this is the right purchase for them.

If the information isn’t there, or it’s hard to find, it’s like the customer will go elsewhere.

Here’s a great example from Amazon (who else).

Once you’ve read  the description, seen the features, reviews and details, everything you need to know about the order itself is on the right.

The product is in stock, you can see the price, and the earliest delivery date.

Habitat is another great example for when you get to the cart page.

You can clearly see all your products, the total price, and details on the FREE delivery options, maybe they could have included free returns here as well, as they have a 30 day policy which is quite strong.

You may think this information is super clear and available on your website, but its entirely possible you only think that because you were involved in building the site in the first place.

Customers are super interested in this information, and the easier you make it for them to find, the easier you’ll make it for them to complete checkout.


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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