Customer post-purchase dissonance is one of the common issues faced by most of the eCommerce websites and marketers. It occurs when your customers become dissatisfied with the product they purchased from your eCommerce store.
This type of cognitive dissonance may trigger the customer to return the product and express their dissatisfaction on various social media platforms and in your review section. With the increase in online shoppers, marketers and e-commerce businesses are totally focused on increasing their sales and revenue to outperform their competitors.
Ignoring your customer concerns maximizes the chances of post-purchase dissonance. Remember after completing a sale you may think you have successfully acquired your customer. But in reality, your post-purchase experience plays a major role in deciding whether your customer is going to return back on your eCommerce website or not.
In this article, we will be drawing your attention to something that will really help you to enhance your selling experience. We will be discussing what is post-purchase dissonance and various tips that can help your eCommerce website to reduce post-purchase dissonance.
If you are looking to improve your post-purchase experience then check our blog on 9 Tips To Optimize Post-Purchase Customer Experience In 2020
What is post-purchase dissonance?
Post-purchase dissonance occurs when your customer feels unsatisfied or their state of mind becomes uneasy after making a purchase from your e-store. It happens mainly after the customer finds out the better option of the product and brand.
These types of situations occur when your competitor starts offering better service and product pricing. After purchasing a product from your store if your customer finds out better service and better pricing than your e-store. Then there are chances that your customer may place a return request.
Post-purchase dissonance results in purchase failure, where the customer starts regretting buying your product and lastly they return the product without any hesitation. Below is the reason for post-purchase dissonance that makes a customer unsatisfied about the product.
· If your customer finds a cheaper price then they could think they paid an extra amount for that product.
· Post-purchase dissonance may occur when your customer finds your competitor’s product and service better in terms of pricing, features, and delivery than the product they brought from your store.
· when your customer receives a damaged product, the product appearance totally differs from the product image displayed on your website.
Now the question is how can you reduce post-purchase dissonance? Follow the below tips to identify how it occurs and what steps you need to take to minimize post-purchase dissonance.
Tips to reduce post-purchase dissonance:
1. Offer detailed Information
Before making any purchase, there is a group of customers who conduct in-depth research and analysis of the product they are looking to buy. The good thing is that conducting research and analysis about a product reduces the chances of experiencing post-purchase dissonance. Because they have already evaluated the product which means your customers know what they are buying and what they are paying for.
So if you want to reduce post-purchase dissonance then it is recommended to provide detailed information about your product. Providing detailed information about your product in the form of a micro-content will help them to explore more about your product. There are many eCommerce websites already using this technique to educate their audience about their product in the form of micro-content videos.
You can visit your competitor’s website to analyze what type of content they are using on their product page and on social media pages. blogs are also the best option to educate your audience on why they should buy the product and how it is going to benefit them.
2. Set Correct Delivery/shipping expectation
Today almost every eCommerce company knows the importance of shipment date and the estimated delivery date of a product. Most of the online shoppers make their purchase decision based on the estimated delivery date. If your eCommerce website fails to deliver on the.
Now you may think how it will increase the chances of post-purchase dissonance? Every customer anticipates receiving their product on the estimated delivery date that you display on your eCommerce website. Look at the above image to determine how amazon is displaying estimated delivery time on their website and in the email.
After purchasing the items your customer is already excited about receiving the product and as the day passes your customer excitement level increases. If you fail to deliver the package on the estimated delivery date then there will be post-purchase consequences. Read more on
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