Here is a copy of a post I made on my blog recently - may be of interest. More info on 'buyer remorse will be addressed in coming weeks
Addressing customer confidence on your website

Google increases ad fees for some sites

I was reading an article that looked at Google’s treatment of what they called ‘thin websites’ (those with only one or two pages) and how the Google adsense charge for advertisers operating these sites higher than for sites with many pages.

The upshot was that Google had examined stats and determined that they like sites with more pages and therefore more content.

Content sites not hit

While this flies in the face of the traditional ‘landing page’ system that has been promoted by many (that is click on a ppc ad on Google and be delivered to a page that was all about selling that item - no links to any other pages so as to keep the customer ‘focussed), it is apparent that the landing page technique may not be suiting buyers as much as previously thought.

As we have written about before, and this seemes to be supported by Google’s move, customers like to generate trust and confidence before making a purchase.

Its all about addressing site visitors needs - buyer behaviour

It is always important to relate buyer behaviour to that seen in the physical world. People go shopping and check out several stores (really easy to do on the internet) and then, when they have found a suitable item - they still continue to look. Why? Because they want to be reassured that what they have selected is right. This can be reflected on websites and good tracking software can help show where people go.
There is also a very important aspect that is not often addressed in physical stores, and almost never online. That is addressing a thing called ‘buyer remorse’.

This is a strange emotion that the literature says increases with the value of the purchase. People have regrets about their purchase - did they do the right thing?

But how often do sales assistants say as you are buying the item - “you have made a great choice…this will look great, serve you well, perform the task ideally” sort of comment?
While you are thinking about that, let me tell you this is also why people, when they get their new purchase home, show it off. This is simply to have buyer remorse addressed by positive comment about the item bought and provide the reassurance they crave.

How can you address buyer remorse online?

Several ways.

1. Have the text in the product descrition positive. Not just a cold description, but include how it will improve the customer’s, make them feel better, make tasks easier (all depending on the product)
2. Have a reassuring message on the screen following the final purchase screen that provides a reassuring message
3. Send a followup email within one week reconfirming the purchase, and the warranty or other guarantee that comes with the product, or a message that your business is open to approach on any matters relating to the purchase.

Remember - even on the internet we are dealing with people

All too often we lose sight of the fact that we are dealing with human beings, with all their emotions and vulnerabilities when operating a website. Don’t let you ecommerce site just be a database interface - inject some human qualities into it and enjoy the results.

There's actually several points there that I've been mulling over on my own, it's not SEO, it's not optimisation, tracking or conversion it's actually customer care and that's the missing thing from so many bricks and mortar businesses and very rare on the web.

I'll most likely be putting some time into developing things like:

Someone leaves your site, offer them an incentive to say. A discount or a freebie.
Update all customers after x days to find out if they are happy with their order and offer to fix any bugs etc.

Digital versions of basic point of sale items in a b&m shop, smaller priced goodies etc near the door and follow up marketing with a human touch. All sounds good to me.

As for adwords / adsense having a better pcp / payout to real content pages rather than promotional style landing pages I think it makes sense. Afterall, what's the value in a contextual ad channel if it's lacking in content and context.

Hopefully it will result in more quality on the web, not just another million one page sites with adwords.

One of the easiest ways to address buyer remorse is not to rip them off!!!

I'm not saying that anyone here does that but in all the research I've done over the past few months I've seen some pretty disgusting prices.

My focus here has been on the niche market of selling home made software and ebooks (mainly through clickbank).

Here, in the UK, I can walk into a library and get a book for free, for up to 3 months

If I want to purchase the book it is unlikely to cost more than £15. For that I get something I can hold in my hands, thumb through, pick up, put down, read in bed etc etc

I see clcikbank ebooks go on sale for anything up to $97!!!!!!!!!!!!!!! with none of the above qualities.

There's also the business ploy of selling something at a potential investment value - something that is sold at a greater expense of it's parts (I know a profit has to be made somewhere) and also the idea that products should be sold at the maximum value the market can take.

Both points I disagree with

Business is not just about making money - it is an exchange of goods/services/currency
If you care about your business then you have to care for your customers
If you rip off your customers in that exchange then you don't care about your customers and it means that you don't care about yourself or your business in way that you should.

mobtex - glad it has inspired some continued thought for you

Northie - yes the ebook example is very valid, but buy remorse applies to everything, not those places that just rip people off.

Buyer remorse on the internet is far greater because for most products you do not get instant delivery. There are nagging dougnt that exist, and thus steps need to be taken to reassure people.

This leads to an often ongoing relationship with people who become repeat customers. For instance - I get people who email me saying 'the goods have arrive thanks' - why, becuase I communicate with them - thank them for the order - tell them the shipping process and time frame and the day they should expect to receive the goods. Not only are the customers human but my experience is they appreciate knowing they are also dealing with a human and not an automated script.