13 Common Customer Concerns and How To Address Them in the Buyer Journey

Shoppers encounter common obstacles and concerns that can be addressed within phases of the buyer journey. Including solutions or answers to these concerns within each product description will help give the buyer a more pleasant buying experience and help you increase your sales.

Here are thirteen typical buyer concerns.

1. Quality: Consumers may want to know if the product is well-made and durable. To address this concern, companies can include information on the materials used in the product and any certifications or awards the product has received for quality.
2. Performance: Consumers may want to know if the product will perform as advertised. Companies can include customer reviews, testimonials, and any scientific or independent studies demonstrating the product's effectiveness to address this concern.
3. Ease of use: Consumers may want to know if the product is user-friendly and easy to use. Companies can include step-by-step instructions, instructional videos, or product demonstrations to address this concern.
4. Negative reviews or feedback: Consumers may be concerned about negative reviews or feedback about the product. To address this concern, companies can be transparent about negative feedback and explain how they have addressed the issue and improved the product.
5. Competition: Consumers may want to know how the product compares to similar products. To address this concern, companies can highlight the unique features of their product and explain why it is a better choice than other options.
6. Materials: Consumers may want to know what materials the product is made of and whether it is safe for use. To address this concern, companies can provide detailed information on the materials used in the product and any certifications or safety standards it meets.
7. Dimensions and weight: Consumers may want to know the product's size and weight and whether it suits their needs. To address this concern, companies can provide detailed specifications, including dimensions and weight, and product images to help customers visualize its size and shape.
8. Performance under different conditions: Consumers may want to know how the product performs under other conditions, such as different temperatures or environments. To address this concern, companies can provide information on the product's performance under various conditions and include customer testimonials and reviews that speak to this aspect of the product.
9. Warranty: Consumers may want to know if the product comes with a warranty and the warranty terms. To address this concern, companies can provide detailed information on the warranty, including the length of the warranty and what it covers.
10. Additional costs or fees: Consumers may want to know if any other charges or fees are associated with the product, such as shipping or handling fees. To address this concern, companies can provide a clear and comprehensive breakdown of all costs, including any fees or charges, so that customers know exactly what they are paying for.
11. Durability: Consumers may want to know how long the product will last. To address this concern, companies can provide information on the product's expected lifespan and include customer reviews and testimonials that speak to the product's durability.
12. Environmental impact: Consumers may be concerned about the product's environmental impact and want to know if it is environmentally friendly or sustainable. To address this concern, companies can provide information on the product's environmental impact and any certifications or awards it has received for sustainability.
13. Return or exchange: Consumers may want to know if the product can be returned or exchanged if it does not meet their needs. Companies can provide clear information on their return and exchange policy to address this concern, including any conditions or restrictions.

Color recognition is one of the most common concerns for buyers. Since products display differently on different screens, here are steps to help buyers identify the colors of products online.

• Accurate product photography: Companies can provide multiple, high-quality images of the product in different lighting conditions and angles to give customers a clear sense of the product's color.
• Color swatches: Companies can provide color swatches or palettes, either as part of the product image or as a separate element, to help customers match the product's color to their existing items or decor.
• Color codes: Companies can provide color codes, such as RGB or Pantone codes, to help customers accurately identify the product's color.
• Video demonstrations: Companies can provide videos demonstrating the product in use, which can help customers see the product's color in motion and different lighting conditions.
• Customer reviews and photos: Companies can encourage customers to leave reviews and photos of the product in use, which can help other customers see the product's color in a real-world setting.
• Consistency in product descriptions: Companies can use consistent language and terminology when describing the product's color across all product listings, marketing materials, and customer-facing communications.
• Product descriptions that reference well-known colors: Companies can describe the product's color in well-known colors, such as "red like a fire truck" or "blue like the ocean," to help customers visualize the color more quickly.
• Calibrating display settings: Companies can provide instructions on how customers can calibrate their display settings to ensure that the product's color is represented accurately on their screens.

Another substantial concern buyers often have about a company's return policy. Including a clear and comprehensive return policy can help build trust and confidence in potential buyers and play an essential role in the buyer journey. Here are some key elements that online stores should include in their return policies to ensure that buyers have clarity:

• Eligibility: Outline the criteria that must be met for a product to be eligible for a return, such as the time frame for returns and the product's condition.
• Process: Clearly describe the steps customers must follow to initiate a return, including who they should contact and how they should package the product.
• Return shipping: Clearly state who is responsible for the cost of return shipping and provide instructions on how to return the product.
• Refunds: Clearly state the refund amount, when it will be issued, and in what form it will be provided (e.g., credit to the original payment method).
• Exchanges: If exchanges are offered, describe the process for exchanging products, including any restrictions or limitations.
• Final Sale items: If the store does not accept returns for final sale items, this should be clearly stated in the return policy.
• Contact information: Include the store's contact information, such as a phone number or email address, to allow customers to get in touch with questions or concerns about the return process.

A clear return policy can help establish trust with the customer and increase the likelihood of them making a purchase, as it shows that the store is confident in its products and stands behind them. This information should be easily accessible and presented clearly and concisely, ideally on the store's website, at the point of purchase, and included with the shipment. This can help to mitigate any confusion or misunderstandings and create a positive experience for the customer.

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