Explain to users what will happen after they make a purchase

Imagine being in the store, about to buy a packet of noodles, but hesitating because you have no clue what’ll happen once you pay. Sounds odd, but for many people that’s how buying things online works.

Put them at ease by explaining what they can expect. Just a simple sentence can be enough. “After you finish your purchase, we will email you a link to download your software from.” There, easy as that! Now I know for sure how I’ll get my noodles!