Many visitors abandon at the final decision because a specific worry — returns, outcomes, or post‑purchase support — remains unanswered. This episode teaches a repeatable 'Assurance Units' playbook: pick one discrete guarantee (30‑day return, outcome promise, instant credit, or hosted-help window), frame it so legal and brand stay safe, and treat the guarantee itself as an A/B testable asset. Gustavo explains measurement wiring and minimum‑sample heuristics so assurance signals map to real downstream quality (returns, refunds, 7‑day activation), while Michelle gives copy frames and tone rules that reassure without over‑promising. We close with a compact 72‑hour runbook (pick one unit, implement via client swap/query param/overlay, expose conservative slice, monitor immediate micro‑conversions + one downstream quality metric), plus a subscribe CTA to grab templates and a legal‑safe checklist. Listeners leave able to run a low‑dev pilot that converts cautious visitors into confident customers without gambling brand trust.