Product configurators are a powerful tool in eCommerce, transforming the shopping experience and driving sales. While creating an effective ecommerce product configurator can be complex, following these best practices will help you build a user-friendly and engaging tool.
Let’s dive into the essential practices for optimizing your product configurator and see how you can enhance customer satisfaction and boost conversions.
Make the Experience Fun and Informative
A product configurator should be more than just a tool; it should be an enjoyable and educational experience. Users should find it both engaging and informative. For instance, Corsair’s product configurator excels in this area. It offers an interactive and satisfying experience with over 20 billion combinations, ensuring compatibility between parts and providing detailed information about each component. The addition of “how-to” videos for each product part enhances the learning experience and keeps users coming back for more.
Offer a Comprehensive 360° View
A 360° view is crucial for replicating the in-store shopping experience online. It allows users to examine products from all angles, mimicking the physical shopping experience. Studio Shed, for example, utilizes a seamless 360° view in their configurator, updating the product in real-time as users make changes. This feature aligns with the omnichannel retail strategy, creating a cohesive and immersive shopping journey.
Clearly Outline Configuration Steps
Displaying all stages of the product configuration process helps users stay on track and understand their progress. Volkswagen’s configurator is a prime example, breaking down the process into clear stages like “interior” and “exterior.” This step-by-step approach helps users navigate through complex configurations with ease and ensures they are aware of their current stage in the process.
Provide Multiple Configuration Methods
Not all users are familiar with the technical details of your products. Offering various ways to configure a product can simplify the process. For example, Vans’ configurator allows users to customize their shoes through different methods: by selecting parts directly, using a “next” button, or choosing from a dropdown menu. This flexibility accommodates different user preferences and enhances the overall experience.
Allow Users to Save and Resume Their Configuration
Given that a single visit may not always lead to a purchase, allowing users to save their configurations is crucial. Methods such as deep-linking, saving configurations to user accounts, or using cookies can help. Nike By You, for instance, enables users to save and edit their designs directly from their cart, ensuring they can return and complete their purchase without starting over.
Let Customers Start Over Easily
Customers should have the option to reset their configuration and start anew if needed. This option helps prevent frustration if users want to explore different options. Vans offers a “start over” button prominently, allowing users to easily reset their configurations and continue experimenting without losing their place.
Maintain Complete Price Transparency
Price transparency is essential for a positive user experience. Ensure that customers can see the cost implications of each configuration option in real-time. Tesla, for example, provides detailed pricing for additional features and financing options, making it clear what customers will pay as they customize their vehicles. This transparency helps build trust and reduces the likelihood of abandoned carts.
Bonus Tip: Learn from Video Game Configurators
Video games have long used complex configurators to engage users, offering a wealth of customization options and instant feedback. By incorporating simple information, avoiding technical jargon, and using multimedia effectively, you can enhance your product configurator’s usability. Look at how video games keep users intrigued and apply similar principles to your own configurator.
In Summary
Implementing these best practices for product configurators will help you create a more engaging and effective tool for your eCommerce site. Here’s a quick recap:
Make the experience fun and informative.
Offer a comprehensive 360° view.
Clearly outline configuration steps.
Provide multiple ways to configure the product.
Allow users to save and resume their configuration.
Let customers start over easily.
Maintain complete price transparency.
By integrating these practices, you’ll improve customer satisfaction and increase your chances of converting visitors into loyal buyers.