Casper’s product page shows “100-Night Risk-Free Trial” before you ever see the price tag.
Mattresses are high-anxiety purchases. What if it’s uncomfortable? What if I hate it? Showing price first triggers objection mode. Showing the guarantee first neutralises risk, so the price feels smaller by comparison.
The guarantee sits in bold directly under the product title. Price appears below, almost as an afterthought. They don’t hide it — they just sequence the information strategically.
Casper helped create a $15B DTC mattress industry. The guarantee isn’t just policy – it’s conversion architecture.
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