Ever wondered why some customers cancel orders, return products or hesitate to buy again? It usually starts with that uneasy feeling of uncertainty or regret about their purchase.
That’s post-purchase dissonance—and it’s what you’ll learn about in this article.
When you understand the root causes of post-purchase dissonance, you can deliver a seamless post-purchase experience that reassures customers and drives repeat business. Ready? Then let’s dive in.
What is post-purchase dissonance?
Post-purchase dissonance, also known as cognitive dissonance or buyer’s remorse, is the feeling of regret shoppers may experience after placing an order or receiving a product.
It occurs when their expectations conflict with new information or lingering doubts. For online purchases, this can manifest in the following ways:
- Worrying whether they’ve spent too much
- Wondering whether there was a cheaper alternative
- Second-guessing their need for the item
Some amount of apprehension is normal, particularly for big purchases. But when users act on this feeling, it can lead to cancelled orders, returned products or negative online reviews.
To make matters more complicated, there’s more than one type of post-purchase dissonance.
What are the different types of post-purchase dissonance
There are several types of post-purchase dissonance that online retailers should know about. Each has unique triggers and impacts shopper behaviour differently.
Here are the most common forms:
Price dissonance
Price dissonance occurs when customers worry they’ve paid too much for their purchase. It’s especially common if they discover discounts or cheaper alternatives after the fact.
Product dissonance
Product dissonance happens when goods fail to meet the customer’s expectations as set by online descriptions, images or reviews.
Common triggers include low-quality photos or inaccurate specifications. This type of dissonance is common when shopping on Chinese marketplaces like Shein and Alibaba.
Transactional dissonance
Transactional dissonance is anxiety about the purchase process itself. It can result from concerns about payment security and unexpected charges like import duties.
Delivery dissonance
Delivery dissonance covers concerns about shipping speed and reliability. Delays, confusing tracking information and high postage costs can all contribute.
Social proof dissonance
Social proof dissonance develops when there is a lack of customer reviews, testimonials or real-world product feedback.
If product pages lack authentic user-generated content, shoppers may worry that their purchase is a gamble, which can increase post-purchase anxiety.
What causes post-purchase dissonance?
Post-purchase dissonance is often triggered by a variety of factors that undermine shopper confidence directly after buying. Understanding the following causes should make it easier to prevent dissatisfaction and reduce return rates.
- Poor product descriptions. Overedited images or vague specifications heighten the risk, leading customers to feel that their expectations have been unmet.
- High prices and hidden costs. Customers may be unhappy if they discover cheaper alternatives. Unanticipated costs like customs fees or expensive shipping also contribute to financial regret.
- Delivery delays and other issues. Late shipping, ambiguous tracking updates or damaged parcels cause frustration and doubt. This is especially acute in cross-border sales
- Negative social feedback. When friends, family or social media contacts criticise a shopper’s choice or highlight better deals, it can trigger social dissonance.
- Poor customer service. Slow, unhelpful or hostile support after purchase is a major contributor.
- Impulse purchases. Buyers who make impulsive purchases often experience guilt, particularly if the product proves unnecessary or sits unused.
- High-pressure sales tactics. Customers often regret purchases they feel forced to make because of last-minute offers or pushy salespeople.
How to reduce post-purchase dissonance
Reducing dissonance starts long before checkout and continues through post-delivery support. These are the strategies every retailer should be using to minimise buyer’s remorse.
1. Set clear pre-purchase expectations
Setting honest expectations from the moment customers land on your site is vital to reducing buyer’s remorse. You can do this by adding the following to product pages:
- Detailed product descriptions
- High-resolution images from various angles
- Dimension charts
- Video demonstrations
- Honest customer reviews
You’ll also want to be upfront about total costs, including custom fees and delivery duties. Where possible, ship DDP so that customers don’t have to pay anything when products arrive.
Finally, publishing accurate delivery lead times. Break down the timeline into fulfilment, transit and customs clearance stages so buyers understand what to expect at every step.
2. Streamline the checkout experience and reinforce trust
A smooth checkout experience reduces transactional dissonance. Use well-recognised trust badges and security seals at critical points in the checkout process to reassure shoppers that their payment information is safe and secure.
Incorporate progress indicators that clearly show how many steps remain and the estimated time to finish. These features reduce anxiety by making the process more transparent and manageable. They also lower the risk of cart abandonment or post-checkout doubts.
3. Leverage social proof
Display genuine reviews and ratings on your product pages and encourage customers to leave honest feedback. Offering incentives such as discount codes can increase participation and build a portfolio of social proof.
If possible, take it a step further by showcasing user-generated content, such as customer photos, unboxing videos, or testimonials. These will further strengthen buyer confidence by providing real-life product validation.
4. Communicate proactively post-purchase
Strong post-purchase communication will ease buyer anxiety. Immediately send order confirmations via email and text, summarising essential details and explaining what happens next.
Update customers regularly with clear localised notifications when the product passes key milestones. This can include when it’s packed, dispatched, in transit, delayed and delivered. If you can automate these messages, all the better.
5. Simplify returns and aftercare
Make returns easy to understand and hassle-free with a clear returns policy that includes deadlines, acceptable conditions and any costs. Display this policy in multiple website locations, including product pages and order confirmation emails, so it’s easy for customers to find.
For cross-border purchases, see if you can subsidise return postage or provide prepaid return labels to avoid shoppers facing unexpected return costs. This gesture greatly increases buyer trust and loyalty.
6. Exceed delivery expectations
Offering convenient options like at-home delivery and parcel lockers to reduce the risk of missed deliveries and associated frustration.
Alternatively, partner with local retail outlets as convenient parcel collection points to minimise worries about lost or stolen packages, which is especially important for cross-border deliveries that may face longer transit times.
7. Personalise post-purchase experience
Send personalised follow-up recommendations for complementary products or accessories based on the customer’s purchase history.
Reward repeat customers with targeted loyalty offers, such as free expedited shipping or other discounts. Tailoring incentives can transform first-time buyers into long-term advocates.
Improve delivery experiences and reduce post-purchase dissonance with Pro Carrier
Left unaddressed, post-purchase dissonance can cause order cancellations and returns.
At Pro Carrier, we can’t help you improve your product pages or create a more trustworthy checkout process. But we can help you craft the best post-purchase experience possible through exceptional delivery experiences and seamless return processes.
For example, our industry-leading cross-border delivery services promise flexible, stress-free deliveries. We combine cutting-edge technology with a range of global delivery options and a network of final-mile delivery partners to deliver an exceptional experience everywhere you sell.
Our cross-border returns service aims to make international returns as seamless as the initial delivery. You get an all-in-one portal where customers can manage everything and a network of final-mile delivery carriers offering a wide range of return options.
Read our case studies to learn more. Or find out how we can integrate with your eCommerce platform and deliver a range of shipping options to your customers by speaking to one of our experts today.