Your refund guarantee is hidden in grey text, right where people decide to pay $1,200.

What happens

To learn they can get their money back, visitors have to read a four-line grey note under the price.

Why it costs you signups

Paying a stranger upfront is the scariest moment on the page, and the one thing that calms it is the hardest to see.

The fix, in one line

Put “Full refund within 7 days” right next to the button, in normal text.

To size this, we’d need how many pricing visitors click “Book the audit” today, from your analytics.

Losing signups nowLever: Trust

What happens

The card lists six deliverables. None of them says what you’ll know at the end.

Why it costs you signups

People pay to stop losing signups, not for a funnel map. A task list makes $1,200 feel like hours of work.

The fix, in one line

Lead the card with the result: what your leak costs each month, and how to fix it.

To size this, we’d need scroll and click data from the pricing section, to see which lines get read.

FrictionLever: Motivation

What happens

Both cards look alike. A first-time visitor compares $1,200 with $3,000 a month before knowing which one is for them.

Why it costs you signups

The bigger number makes the first step look like the start of a big bill, so some people leave to think it over.

The fix, in one line

Label the audit “Start here” and the plan “After the audit”.

To size this, we’d need how many visitors leave from pricing, and how clicks split between the two buttons.

FrictionLever: Choice architecture