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.
Read More: 6 Efficient Tips To Reduce Post-Purchase Cognitive Dissonance
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