Sometimes, the “no-brainer” ideas turn out to be… not so smart.
In this episode of The Conversion Podcast, Matt and James break down a fascinating experiment run on KitchenAid’s iconic stand mixers — one that proves why you should never skip testing, even when you’re certain the idea will win. The team merchandised a 90-day money-back guarantee on product and listing pages, expecting to reduce buyer anxiety and boost conversions. Instead? Orders dropped by double digits.

We explore why this happened, the psychology behind it, and how context changes everything when it comes to persuasion tactics. You’ll learn how guarantees can sometimes introduce doubt instead of removing it, why category leaders need different messaging strategies, and how to structure clean, holistic experiments for reliable insights.

If you’ve ever launched a “sure thing” without testing — or almost did — this episode will make you think twice.

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