Five success factors for B2C configurators

You've probably played with Lego before, right? You build simple blocks into complex structures. It's fun and easy. And you know what? The secret of a successful product configurator is exactly that: the easier it is for users to implement their own ideas in your configurator, the more successful the configurator will be.

1. make sure your configurator is easy to understand

Customers want to know what they can do in your configurator and what added value it offers them. And they don't want to spend a lot of time researching on your website or clicking through countless tooltips. If the functionality is not purchased immediately, the product will probably not be configured and bought. Or worse: customers will simply buy it from the competition.

Make sure your configurator is simple enough for users to quickly understand the value and configurations.

2. make the user interface intuitive to use

Once customers understand the value of the configurator, they start designing the product. They will try to design their perfect product, but they don't want to spend hours on it. Therefore, you should aim for an intuitive user interface.

Here we also have good news! We are all online every day. So we have learned how to use websites, games and digital devices. Therefore, we can simply build on the knowledge that users have already acquired. By reusing features we all know and placing elements where users expect them, the configurator's user interface can be made intuitive. This way, your customers will enjoy the process.

3. support the users in the selection process

Have you ever heard of the so-called "Paradox of Choice"? It says that customers like to have a choice. But if the choice becomes too much, they are overwhelmed and will not buy.

With a product configurator, you offer your customers a large selection. However, so that they are not overwhelmed, the navigation must support them in selecting the options. There are various approaches to this. You can offer preset examples, show the most popular options first or specifically suggest variants, colours or other options that fit well with the customer's already made selection.

Your users must always have the feeling that they have done everything themselves. You just have to support them on the way to the perfect product.

Define your Solution Space

A solution space is a kind of solution set that contains all possible combinations of options and variants for the valid composition of your product. Imagine a configurator that is supposed to map ten configuration options with ten variants each, all of which can be combined with each other without restrictions: Your solution space would then contain 10 billion valid configurations.

To ensure that this number does not become too overwhelming from either the customer's or the company's point of view, it is worth taking a closer look at the variants on offer. Are there variants that are expensive to produce or are never selected? You can confidently delete such options from your configuration and thus even increase satisfaction.

A configurator can even help to identify customers' wishes and preferences and customise solutions. Each individual configuration reveals a wealth of information about trends, preferences and popular combinations. This valuable data can not only be used to optimise the configurator, but also provide important insights for product development.

So, once your configurator is up and running, you should use the data to adapt your product as well as the configurator to customer needs.

5. create a positive experience for the users

By now it is probably clear that it is important that users enjoy configuring products. Therefore, the ultimate goal should be that customers associate your website with a positive experience and leave with a good feeling after a successful purchase. With the feeling that they have just designed the perfect product for them and can hardly wait for delivery.

Don't leave your customers hanging at this stage either, but keep them informed about production steps, where the product is at the moment and when it is expected to be delivered. This will ensure that the positive customer experience lasts until the customer holds their personalised product in their hands - and hopefully enjoys using it far beyond. 

Through this special experience, you create a connection with your customers and increase customer loyalty.

Are you ready to make your configurator a success?

We know that sometimes it can be very complicated to create something simple. If you need support, we are here for you. With over 15 years of experience, we combine theoretical and practical knowledge to help companies define and build a successful product configurator.

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