Post Purchase Experience

Master the art of the post purchase experience. Increase brand loyalty and limit post-purchase dissonance to take your business to the next level.

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Find out how custom-branded, automated post-purchase notifications can transform your ecommerce business.

In the ecommerce world, growing your business can happen from many different angles. From placing ads to selling top-notch products, your customers can be targeted in multiple ways. But one strategy that many ecommerce stores forget about relates to the post-purchase experience.

Post Purchase Experience Definition

The post-purchase experience relates to processes involved after a customer buys a product from you. Whether it’s shipping notification emails or retargeting messages, there are many factors to the post purchase experience and many different strategies are used by ecommerce businesses.

Why It’s Crucial

While offering post purchase experience is one thing, getting it right is a different story. This experience can provide a sense of value to the customer and it can make them feel appreciated, which could all lead to another transaction in the future. This value and appreciation all relates to post-purchase satisfaction.

Post-Purchase Satisfaction Meaning

Now that you understand the post purchase meaning, we’ll dive into post-purchase satisfaction. This involves the level of satisfaction that your customers have regarding what happens after they purchase an item from you. Customers prefer to feel engaged after the purchase, especially when it comes to shipping notifications. People always wonder where their packages are so it’s best to let them know when it’s shipped and when it will arrive. The post-purchase experience is vital for customer retention and it can really do wonders for your business growth.

Ecommerce Post Purchase Experience

Post-purchase experiences can happen with essentially every business transaction in the world, but it's important to understand that the strategies used — and their level of importance — is different when it comes to the ecommerce realm. Take a look at some key differences below as it relates to the ecommerce post purchase experience:

Stronger Relationship

Compared to the standard in-person retail store, ecommerce stores tend to hold more weight when it comes to the buyer/seller relationship. In the typical retail store at the mall, for example, the only time the business really connects with the buyer is during the transaction at the register. In ecommerce, the seller may contact the buyer via email, social media, or through other forms of communication. While some in-person stores can still have these touchpoints in the customer journey, it is more common in ecommerce, which can mold a stronger relationship.

Post-Purchase Experience

The biggest difference on this topic relates to what happens after a sale. If you purchase something in the mall, chances are that you won’t hear from that company again unless you signed up for their loyalty program or something else. But with ecommerce sales, you have all of their information already, so you’re able to approach them after their transaction is complete. This factor proves why physical stores struggle with customer retention.

Post Purchase Experience Platform

So now that you understand a little more about the post-purchase experience, you’re now probably wondering how these processes are put into action. For one, it’s important to understand that the processes shouldn’t be done manually. This can take tons of time and lead to many inefficiencies with your ecommerce business. Instead, this should be an automated process powered by a sophisticated post purchase experience platform.

The Power of Software

We live in a time where software is growing at a tremendous rate. Technology is booming and software is being created for just about anything. And this is especially true in the post-purchase experience realm. But while the big focus of these platforms revolves around automated messaging, these platforms can also teach you how to be better at what you do. Many of these tools include a lot of training resources and guidance on how to be better marketers and improve your post-purchase experience. In addition, everything can be tracked with your efforts so you can see exactly what’s working and where you have room for improvement.

Post Purchase Customer Experience

Studies show that customers love ecommerce businesses that focus on post-purchase experiences. From shipping notifications to promotional emails to simply asking for the buyer’s feedback from a recent transaction, customers see value in the post-purchase experience. When a post purchase customer experience goes well, customers may be more inclined to purchase from you in the future and they may even leave a positive review on your website. On the other hand, if the post-purchase experience isn’t ideal, you may not hear from the customer at all and they may neglect to purchase from you in the future. Therefore, it's important to understand that the post purchase rationalization works differently for every buyer, so you should do your best to always improve your post-purchase experience.

The Goal of Post Purchase Satisfaction

The ultimate goal with your post-purchase experience is to reach post purchase satisfaction with as many of your customers as possible. You want them to feel appreciated and engaged after they’ve given you their money. While many businesses just take the money, send the package, then you never hear from them again, successful ecommerce businesses will continue the communication and engagement after the transaction is complete.

Post Purchase Customer Journey

While many ecommerce businesses understand the post-purchase experience, many of them define it differently and only include what they want. But to truly have a successful experience for the customer after a purchase, you want to include strategies involving the entire post purchase customer journey.

Go Above and Beyond

When it comes to the post purchase journey for ecommerce stores, many of them will simply send a thank you email or a confirmation email and that’s it. But to truly show appreciation and value to the customer, you need to involve strategies for many different post purchase touchpoints throughout the entire post purchase journey. These could include:

Additional Emails

While many businesses stop at a thank you email or confirmation email, sending additional emails could be very beneficial. However, you should be careful not to send too many. Some people get tons of emails every day and many of them are spam. So to not be categorized in that spammy realm, you need to be strategic on how many additional emails you send. In addition, it also depends on the subject line of these emails and what these emails include.

Social Media Engagement

If you have a social media account for your ecommerce store, then this could be an easy and effective way to engage with your audience. Try making more posts on Facebook, Twitter, Instagram, and SnapChat, then be sure to communicate with your users as they comment on your posts.

Post Purchase Experience Examples

While you may understand how post-purchase experiences work, it’s very beneficial to look at post purchase experience examples to help you get started on the process for your business and see what works. There are tons of different examples out there and you might even find some that pertain to your specific business and the products you sell. Take a look at a few more reasons why it's beneficial to look over post purchase experience examples:

Learn From Mistakes

Looking at examples can be a great tool to see what works, but it can also be a great tool to see what doesn’t. Case studies are great resources in this regard. Some of these go very in-depth about their post-purchase experience strategies, and they might even include data and various analytics that can help to push you in the right direction. From social media examples to post purchase email examples, these can be extremely useful as you’re crafting your post-purchase experience plan.

Save Time

Another benefit of looking through examples and case studies is that it can save you tons of time. By looking at examples of companies with great post purchase experience strategies, that can really help you learn quickly and understand what works and what doesn’t. And as understanding these concepts can be tough, examples can help you skip many painful learning experiences. Companies with the best post-purchase experience strategies learn from the best and always look to improve their approach.

How To Reduce Post Purchase Dissonance

One of the biggest goals of improving the post-purchase experience relates to something called post purchase dissonance.

Post Purchase Cognitive Dissonance Meaning

This term relates to the feeling buyers have after purchasing a product or service. This is common in just about any transaction that we make, but it seems to be more prevalent in important purchases like a new car or that new sweater you care so much about. But even with small purchases from your ecommerce store, your buyers may feel dissonance. But there is one solution to this dissonance issue: the post-purchase experience.

How to Limit This Dissonance

The true cause of post purchase dissonance is a little unclear, but it’s mostly due to the fact that many of us second-guess ourselves regarding many things that we do in life. So how are ecommerce businesses supposed to limit post purchase regret? How on earth can you learn how to reduce cognitive dissonance when it’s human nature? While buyer’s remorse will inevitably happen with some, the post-purchase experience can really help to limit these instances. Check out how this is done:

Through Loyalty

After a customer purchases a product from you, they may feel dissonance if they never hear from you again. While there isn’t much you can do if they simply don’t enjoy the product, there is an approach you can take if they feel like they purchased for the wrong company. But once you show that you’re loyal to them and that you’re there with any questions or concerns, then that can take away some dissonance.

While selling products and acquiring new customers is key to your ecommerce business, focusing on the post-purchase experience can help to increase brand loyalty and limit post-purchase dissonance, which can take your business to the next level.