You go to the gym and see someone wearing a pair of really cool headphones. They’re wireless, silver, and cover the whole ear.
This makes you instantly want them. You already have a pair of wire earphones, but they always end up tangled and fall out of your ears when you’re on the cardio machines.
If only you had a pair of wireless headphones… they’d solve all your problems.
When you get home, you find the headphones online straight away. They’re £150.
A few moments later and you’re filling in your card details and clicking ‘buy now’.
But then an hour passes by and you start to re-think your purchase….
Could you have got them cheaper somewhere else? Do you really need them?
Maybe you were too hasty…maybe you should cancel your order. Or return them as soon as they arrive. £150 is a lot of money…
😟Why are you starting to overthink your decision, even though just an hour ago it seemed like the best idea?
In today’s newsletter, we’ll be diving into buyer’s remorse – why people regret their purchases and send their orders back.
🤔What is buyer’s remorse?
Buyer’s remorse is all the negative feelings you experience after you’ve bought something. These include; regret, shame, disappointment, frustration, guilt or anxiety.
Also known as ‘buyers’ regret’, buyer’s remorse is more often associated with large or expensive purchases, such as cars, houses, or luxury items.
However, a purchase of any size can trigger buyer’s remorse. Even something as small as buying food when you’re not hungry.
Unfortunately, this can be a big problem for your ecommerce brand.
🛍️Why does this happen to your customers?
There are a number of reasons why your customers can feel buyer’s remorse after buying something from your shop.
After buying something from your shop, your customer might then find a cheaper or discounted version somewhere else. This can trigger buyers’ remorse, as they realise they could have got the product cheaper elsewhere.
😓Deciding too quickly
Your customer can regret their purchase if they rushed into buying without researching properly, and bought something they weren’t 100% sure about. They’ll end up receiving something different to what they initially wanted, which they might be more likely to return.
👎Poor customer service
A lack of customer service can stir up negative buying emotions. Your customer might have a question about their product after they’ve made the purchase. If they can’t find the answer on your website, or can’t get in touch with your team, they might start to second-guess their order.
This can also happen if your returns policy isn’t made clear on your website. Your customer might worry that if they don’t like the product, they’ll not be able to return it. So they cancel their order before it even arrives.
E.g. A customer might have bought a dog harness, without seeing if it was suitable for dogs who pull. If they can’t find this info, they might worry that the harness won’t be suitable, and cancel their order.
🖼️Your brand image
The way you present your brand can heavily impact buyer’s remorse too. If your brand doesn’t stand out as special, your customers may lack an emotional connection to you. Worse still, you might miss out on your competition if they try harder to show their brand values and tell their personal story.