As consumers shift toward online purchasing, a top concern they often have is if the ordering process will be simple and secure. Another thing that makes them hesitant to buy on the web is the inability to see/try products in person. That’s what makes a satisfaction guarantee so important. Consider this one from Land’s End: “Guaranteed. Period.®” It’s to-the-point with no question about what’s covered. Another guarantee that’s big with buyers? Zappos offers a 365-day return policy if consumers aren’t 100% satisfied with their items. Going online may be the obvious solution for purchasing convenience these days, but buyers still need some assurance that it’s a safe, sensible way to shop. Implement the principles for top-notch customer service and offer a solid satisfaction guarantee and you’ll be off to a great start.