the moneyback guarantee has cost us precisely 2% of revenues, which also includes chargebacks, credit card fraud, and people who accidentally ordered twice. That figure that has remained remarkably stable through the years and which I think is well worth it, but then again, I'm only measuring the cost, because the benefit is too hard to measure!

Joel on Software.

I'm happy to find this tidbit. Offering a MBG has been high on my list for Tucows retail services since day one, but I've been hard pressed to find any real data about the impact of doing so - a classic case of my instincts pointing in a direction that isn't supported by anything observable. I'm glad Joel posted this, this will definitely make it easier for me to get us to take the plunge.