One of the simplest ways that I know of increasing sales is increasing your guarantee! Many marketers seem worried that by having a generous guarantee, people will take advantage of them, but in my experience that just does not happen, and, anyway, thinking like this is really missing the point.
Here’s an example. Everyone is doing a 30 day money back guarantee, so why don’t you do a 6 month guarantee?
A 6 month guarantee will almost certainly increase your conversions and your refunds will probably not increase a whole lot either.
I know that the longer and stronger the guarantee is, the more likely I am to pull out my wallet and let my credit card see the light of day, and I am fairly sure that I am not alone in this.
And in any event, we all know that there are many people who are serial refunders but they generally ask for their refund within the first few days anyway, and I think that most folks have better things to do with their lives than wait around 6 months to try and rip you off for a refund.
So, don’t be mean with your refunds policy. Be generous, and I am willing to bet that it will increase conversions and you will make much more money off of the extra conversions than you will lose in those handful of extra refunds.