What you see is [ NOT always ] what you get .. the psychology of online purchase experience

For decades , “WYSIWYG” or What You See Is What You Get has been a guiding principle in computing and print design. It promised that what was displayed on your screen would closely match the final output – whether on paper or screen. But in the world of online commerce , this golden rule is quietly breaking down.

Today’s shoppers are flooded with high definition images , polished videos and appealing descriptions often produced and / or enhanced by GenAI tools. But when the product finally arrives at their doorstep , there’s a dejection. A moment of judgment where expectation meets reality.

The mindset map : Curiosity –> Expectation –> Disappointment –> Return

Let’s walk through a typical emotional journey of an online buyer:

– Curiosity : shopper browses the product listing , captivated by visuals and a compelling headline.
– Expectation : trust builds via ratings and specifications. The mind begins to imagine the product in use.
– Purchase : clicked –> added –> paid for and .. waiting begins.
– Unboxing moment : the product is finally in hand. Reality!
– Emotional Verdict:
– delight : “this is exactly what I imagined!”
– disillusionment : “wait… the colour’s off. It’s smaller. The texture feels cheap.”
– decision point : to keep or return?

what’s ironic is , the buyer rarely reads the specs in detail. Instead, they make assumptions based on the images and ratings. This gap between perceived reality and actual experience leads to a growing wave of returns , refunds and exchanges .. basically disappointment.

Key insight : experience management starts before delivery !!

The real opportunity lies in proactive experience curation. Imagine if we could surface the most relevant and credible reviews tailored to the buyer’s intent. Highlight ‘reality check’ cues through verified buyer media.

The idea is to sell with clarity so that the buyer’s mind is aligned with what’s coming in the box .. before it actually arrives!

Enter mPrompto : the experience co-pilot ..

At mPrompto , this is exactly what we’re solving for. We help brands act as true co-pilots in the buyer’s journey. Not just to convert traffic into sales but to ensure that the post-purchase emotion is aligned with the pre-purchase promise.

Whether it’s curating UGC (user generated content) for resolving catalogue overload or enabling context-aware nudges to clarify expectations .. we believe that experience management starts much before the product ships.

Because in a world where What You See isn’t always What You Get , the only path to satisfaction is bridging the emotional gap with empathy , intelligence and intent management.

Until next time !!

Author – Sumit Rajwade, Co-founder: mPrompto