Buyer’s remorse can be a nightmare for a business. It’s not just the monetary value of a customer. You care about your customers and want them to have a great experience with their new purchase. You also care about your company and believe in the products you offer. 

Luckily, there are a few measures you can put in place to prevent dreaded buyers remorse and ensure you don’t just meet your customers’ expectations, you exceed them. 

What Is Buyer’s Remorse?

Buyer’s remorse is the feeling of regret after making a purchase, usually an expensive one. The regret often comes with fear or stress, leading a buyer to want to return the purchase immediately. 

If it makes sense to you that these purchases will give the user good value for money, you need to make that clear to your customers. Buyer’s remorse usually kicks in a few days after a purchase has been made. Limit the opportunities for buyer’s remorse to kick on by using some of these techniques.

Deliver on value

Your buyer wants to know that you care about more than just making a sale and using them as a means to an end. Make sure you are cultivating a solid foundation for your relationship with the customers that goes further than just one purchase. This is how you can secure a loyal customer with a higher lifetime value for each one. 

A customer chooses to buy a product based upon product price, and the product’s benefits. If your customer receives your product and decides the product benefits didn’t justify the price, then they will want to return the item. Your job is to ensure that your product’s benefits don’t just meet your customer’s expectations, it surpasses them. 

A customer relationship will blossom when the customer trusts that you have their best interests at heart. Make sure that if you give them your word that you keep it. Provide the best customer experience possible, as 86% of customers are happy to pay up to 25% more for products that are stocked by a brand that has provided them a positive customer experience. Being trustworthy and caring reduces the likelihood of the buyer experiencing regrets post-purchase. 

Know Your Customer And How To Sell To Them

Customer personas are shopping archetypes that give you a better understanding of buying styles. There are four basic customer personas, competitive, humanistic, spontaneous, and methodical. If you understand the motives and personalities of each persona, you will know the best way to position yourself for success. 

Competitive personas are quick decision-makers. They want to be the best and to know that you offer will help them to do that. Humanistic personas are more cautious. They are interested in knowing what others want, so they’re slower to purchase. They also want an emotional connection. 

Spontaneous personas are driven by emotions and make fast purchases. They’re often fast-moving and like to be the life of the party. Buyer’s remorse is often high with this persona, due to their impulsive nature. Methodical personas can be tough. They research everything and like to read every testimonial, check prices, and ask a lot of questions because they want all the facts before a purchase. Despite the difficulty to get them to purchase, once they have, they almost never regret it — thanks to all that research. 

Feature Customer Testimonials

Obviously, you’re biased about your own product because it’s yours. So, if you tell your customers your product is great and worth every cent, they are probably going to be a bit skeptical. They are far more likely to believe someone who has purchased from you before and who can vouch for your product or service. 

People want to hear from others who have dealt with you before because they are the most reliable source of honest information. Think about it, you’re far more likely to purchase an item if you’ve heard positive things about the company. Featuring product reviews and testimonials can give your prospects further reassurance to trust their decision to make a purchase. This helps the most when your product is expensive or when the competition is fierce, with a lot of alternatives on the market. 

Sharing testimonials from experts, celebrities, and existing customers will reinforce your offer, and people will engage with your brand based on the testimonials. 

Send A Thank You Email

What tells a customer you appreciate them, more than a ‘thank you’ email sent after making a purchase? You can’t shake someone’s hand, flash a smile or say ‘thank you’ in person like you can in a physical store. Dealing online takes away your ability to make a human connection with your customers. Showing your appreciation for your customer after a purchase provides personalization and creates rapport. It will be a pleasant surprise and makes the customer feel reassured in the purchase that they have made while reducing the likelihood they will regret it.

Don’t worry, this doesn’t mean you have to painstakingly email every customer ‘thank you’ after they buy from you. An online form builder can do this for you. For example, Paperform can set up an automated response to everyone who makes a purchase using your online form on your product page, sending them a personalized ‘thank you’ to confirm their order and showing them their business is appreciated. 

For best practice, make sure you include the customer’s first name and be specific why you’re thanking them to create a personalized message. If you want to go a step further, sending your customers a discount code or certain benefit if they make a next purchase from you, really seals the deal.

In an ideal scenario, you probably already have an email service provider like MailChimp or Klaviyo and an expert like CodeCrew can help you set up a highly engaging Post-Purchase Workflow, where you not only thank your customers but also put them well on their way to the next purchase.

Use User-Generated Content

User generated content refers to any content that doesn’t come directly from you and instead comes from your customers. Examples of user generated content include photos on social media, blogs, and forums. 

Using user generated content on your site or social media channels is an authentic way to improve your customers’ shopping experience, build brand awareness, and drive more sales. 

Create hashtags for your brand, and encourage customers to share content about their experience using your products. You can easily find all the posts and reshare them on your own feeds, or collate some to share on your website. 

Keep an eye out for blog posts written about your products or services. These can be reshared on your channels and can be a great way to get feedback on what you’re doing. Like testimonials, content created by others is likely to be seen as more trust-worthy to the average consumer. Blog content like reviews, guides on how to get the most out of your product, or tutorials can all be great to use. Make sure customers know where to send their content so you don’t miss any of it. 


Buyer’s remorse can happen to any business. At some stage, you will always get a customer who changes their mind, regrets their decision, and decides to return their purchase. All you can do is try to reduce how often this happens as much as possible. 

Even if a customer does make a return, remember that you may not have lost them entirely. Perhaps they can be redirected to a different product or encouraged to try it out a little longer. Make the returns process simple and easy, so customers aren’t put off giving you their business at another time. 

Author bio: Tegan Tedd is a digital marketer and content writer at Paperform. She loves writing about product marketing, technology, and workplace productivity.