Provide security

Zero Risk Bias

The desire not to take any risks.

Hand-drawn heavy-set person standing in yellow shorts with a snorkel, pink arm bands, a white swim ring and black diving fins.

How it works

People tend to reduce small risks completely rather than mitigate larger risks somewhat.

When to use it

Use the effect if you want to create trust and security with your customers.

Avoid this

Try to keep the risks as low as possible. But stick to the truth and do not conceal any obvious risks.

Online examples from practice

Measures that ensure safety

First identify potential risks for your customers and then address any concerns.

  • Offer a return option and long return period
  • Extend the product warranty
  • Offer a money-back guarantee
  • Show close-ups of your product
  • Published reviews from previous customers
Oral-B banner on blue with three electric toothbrushes in white and black, a round 30 Tage Geld-zurück-Garantie seal and the line Jetzt risikofrei testen.
oralb-30tagegzg.de
Checkout box headed SICHER EINKAUFEN with a grey Trusted Shops seal next to a customer rating line and an SSL seal next to a data security line.
aboutyou.de
Black bar with white uppercase text and icons for free shipping and returns on the left and 100 days return right on the right.
aboutyou.de
Product description bullet in bold and regular text about a 5-year manufacturer warranty for an Anker 535 power station, cut off at the bottom.
anker.com

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