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The Importance of ‘Closure’ in Online Sales

The Importance of ‘Closure’ in Online Sales

One sneaky way to improve your onboarding process, and with it your customer retention rates, is to alter your post-sales process to focus on maximum consumer satisfaction.

An easy way to do this: recognize that human beings have a natural inclination to seek closure.

This even applies to when we are shopping online. According to a recent studyfrom the Journal of Consumer Research, you can increase customer satisfaction with each purchase if you create a clear sense of closure after the sale is made.

Sounds a bit muddy, right? The authors of the study emphasize that for online sales, visual cues should be in place to indicate that the deal is done and other options are no longer a concern.

One of the best ways to describe this phenomenon is to show you a horrible example of closure during the sales process (image above).

Terrible UX and copywriting implementation here, as you can see from the image, this ‘closing’ screen of an online sale does just about everything wrong—it’s ambiguous, impersonal and just downright confusing.

To avoid this problem, make sure all sections of your site that can be ‘finished’ or completed (e.g., purchases, contact forms, etc.) have a follow-up screen that creates a sense of closure.

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