If you’re a brand that offers a product that has many variables or requires personalization, you need a tool that will empower your users to configure, visualize and purchase your product. Staying ahead of the competition requires not only offering top-notch products but also providing an exceptional shopping experience.
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In recent years, we have made a huge leap forward in our ability to create a world-class product configurator experience on the web, and we should leverage these advancements to their fullest potential. The performance and capabilities of software have significantly improved, enabling merchants to build more robust, visually appealing, and efficient configurators than ever before.
In this blog post, we'll explore the must-have features for a great product configurator, common pitfalls to avoid, the significant value it brings to your eCommerce business, and the technical aspects you need to consider. Whether you're looking to enhance your existing configurator or planning to build one from scratch, this comprehensive guide will provide you with the insights and knowledge you need to succeed.
An eCommerce product configurator is a sophisticated design tool that allows users to customize products according to their preferences by selecting from a variety of configuration options. These options typically include changes in color, print, text, images, textures, and other design elements, making the shopping experience more interactive and engaging. For example, customers can select a bag’s color, choose a shoe’s material, or decide on the leather type for a luxury sofa.
A well-designed product configurator can be a game-changer for online businesses. It bridges the gap between what customers want and what they purchase, increasing satisfaction and driving sales. However, creating an effective product configurator is not an easy task. It demands a keen understanding of customer needs, technical know-how, and a strategic approach to design and functionality.
Let's dive into the essential features that make a product configurator truly outstanding.
An instant preview feature is crucial for a great product configurator. It allows customers to see the changes they make in real-time, providing immediate visual feedback on their selections. It also adds an element of interactivity and engagement, making the configuration process more enjoyable and user-friendly.
When it comes down to the preview, there are a couple of strategies:
Important factor is how quickly model loads and how quickly model changes when we’re making adjustments. Slow 3D model makes you loose attention and makes user to leave the process of interaction.
Source: https://liftfoils.com/products/lift4
We all hear about the “mobile-first” design approach, and we can’t ignore the data. An overwhelming majority of people browse the internet through their phones, so designing for mobile is essential. Starting with a desktop design and trying to adapt it for mobile is challenging and often results in a subpar experience. However, if you approach it as a mobile app and prioritize the mobile experience first, then continue with the desktop design based on that, you’re far ahead. This simple shift in mindset can significantly enhance the usability and appeal of your product configurator, ensuring it performs seamlessly on all devices.
A well-executed product configurator should guide customers seamlessly through the decision-making process. Anytime customers might get stuck, the configurator should provide contextual hints and guides to navigate them towards the best decisions. Those hints must be integrated within the configurator itself to ensure users remain immersed in the configuration experience. Redirecting users to separate articles or pages can disrupt their journey and cause them to lose their progress.
Keeping all guidance within the configurator ensures that users never lose context and stay engaged throughout the process. Additionally, this approach presents opportunities for upselling. For example, in fashion, the configurator can suggest accessories like ties for shirts or socks for shoes. In the case of an eBike, it might recommend upgrades like a better battery, custom paint, a helmet, or insurance.
For higher-priced items like cars or e-bikes, having clear and accessible financing options is crucial. A great product configurator should include real-time calculations of installments based on the selected options, providing price transparency throughout the configuration process. This feature allows customers to understand the financial implications of their choices immediately, making it easier for them to commit to a purchase. Reducing the barrier to entry for expensive items can increase the likelihood of conversion.
Source: https://tesla.com/model3/design
There are some businesses where having a product configurator is not just an added feature but a core aspect of their business model. For instance, in the automotive industry, configurators allow customers to choose from a multitude of options and personalize their vehicles to meet specific needs and preferences. Similarly, in the electronics sector, companies like Lift Foils (our client) and eBike manufacturers leverage configurators to let customers tailor their products with various features and specifications.
Fashion brands are also increasingly relying on configurators to enhance customer experience and drive sales. Eton Shirts, for example, allows customers to personalize their shirts, while Son of a Tailor offers a unique feature that measures and adjusts garments to fit specific body sizes. In fashion, configurators can also help in completing the look by assembling a cohesive outfit from multiple products, providing a financial incentive for brands to sell entire looks rather than single items.
Let’s dive into the different benefits that businesses might get:
One of the most significant benefits of implementing a robust product configurator is the reduction in return rates. When customers have the ability to personalize and configure products to their exact specifications, they are more likely to be satisfied with their purchases. This customization process ensures that the product meets their specific needs and preferences, reducing the chances of dissatisfaction that often leads to returns.
For example in fashion, allowing customers to tailor clothing to their measurements or assemble complete looks can drastically decrease returns due to fit or style issues. By minimizing returns, businesses not only save on the costs associated with processing and restocking returned items but also enhance overall customer satisfaction and loyalty, leading to a more positive brand reputation and increased profitability.
A well-designed product configurator can significantly boost sales and increase the average order value (AOV). When customers can easily match items, such as tops and bottoms, in a fun and interactive way, they are more likely to purchase complete sets. This engaging experience encourages exploration and adding complementary products to the cart.
Furthermore, there are financial incentives to buy more without relying on traditional sales or discounts. Offering bundles or suggesting complementary items at a discounted rate can increase the perceived value without devaluing the brand.
For example, Suitsupply allows customers to visualize and assemble full outfits effortlessly based on different images. But what’s unique that after configuring a suit, they suggests additional items like belts, bowties, ties, socks, and studs, enhancing the overall look and driving further sales.
Source: https://suitsupply.com/en-us/men/suits/light-blue-relaxed-fit-roma-suit/P6824.html
When customers can personalize their purchases to match their exact preferences and needs, they feel a stronger connection to the brand. This sense of ownership and satisfaction with their customized product encourages repeat business.
Brands that go the extra mile to cater to their specific desires, get trust and a positive perception. This trust translates into loyalty, as customers are more likely to return to a brand they feel understands and values their unique preferences.
A product configurator is not only a tool for enhancing customer experience but also a powerful tool of collecting valuable data. Even if a customer does not make a final purchase, the interactions they have with the configurator provide precious insights that can be used to make more informed business decisions.
Understanding what options customers are selecting, which features are most popular, and identifying geographical preferences can offer a bird's-eye view of your audience's behavior and preferences. These insights are crucial for optimizing product offerings, tailoring marketing strategies, and improving overall customer satisfaction.
Additionally, analyzing this data from a zero-party data perspective allows brands to gather information directly from customers through their interactions with the configurator. This data can be used to prepare tailored offers and personalized recommendations, enhancing the customer experience and increasing the likelihood of conversion. Once a customer signs in, the data collected can be linked to their profile, enabling a much more personalized shopping experience.
In a cookieless, privacy-focused world, these direct insights become even more powerful. By collecting and utilizing this data responsibly, brands can offer meaningful personalizations and maintain a competitive edge in the evolving digital landscape.
The advancements in technology, particularly in smartphone performance and augmented reality (AR), have revolutionized the way we interact with product configurators. We can do much more nowadays.
AR technology, now readily accessible through built-in features on Apple and Android devices, enables customers to visualize products in their real-life context. For instance, customers can see a piece of furniture in their living room at actual size, view it from every angle, and even place a 3D model on the floor to better understand its fit and appearance.
The playful element of using AR to customize and visualize products adds a layer of fun that traditional shopping lacks. Customers can experiment with different configurations, colors, and styles in a gamified manner, making the experience both entertaining and informative.
Furthermore, the ability to save and share configurations enhances the social aspect of shopping. Customers can share their customized products with friends and family for feedback, creating a collaborative and social shopping experience. This feature not only boosts engagement but also acts as a word-of-mouth marketing tool, as shared configurations can attract new customers to explore the configurator themselves.
A well executed eCommerce product configurator can significantly offload customer support by guiding clients through the decision-making process independently. When designed effectively, configurators serve as interactive self-service tools that provide customers with all the necessary information to make informed choices.
For example, Rivian's drive system configurator allows customers to explore and compare different drive system options comprehensively. With built-in informational modals and comparison features, customers can understand the differences between each option without needing to contact customer support
By incorporating detailed descriptions, FAQs, and comparison tools within the configurator, businesses can address common customer queries in advance. This empowers customers to find answers on their own, increasing their confidence and satisfaction with the shopping experience.
When your customer support team is off loaded from basic questions, they can focus on more complex or unique inquiries.
Source: https://rivian.com/r2
We sat down with Michael (our co-founder & CTO) to discuss some complexities around building a product configurator. We outlined a few aspects that are worth considering when building a product configurator.
So there are couple different layers of the complexity:
Product configurators often consist of multiple steps, making UI/UX excellence crucial. Unlike buying a simple product where you make a single decision (like selecting a size) and add it to the cart, configuring a complex product involves multiple decisions—each step essentially becomes a separate product decision. All this information needs to be seamlessly condensed into one Product Detail Page (PDP).
Consider configuring a car: you choose the engine, color, paint, wheels, interior, and additional packages. It's a lot to handle, and the experience must remain smooth and intuitive. On wide desktop screens, this might be easier to design, but the challenge intensifies for smaller screens, like an iPhone 13 Mini with a 5.4” display. Make sure that every step is clear, navigable and visually appealing across all devices.
The best product configurators dynamically showcase the selected options within their appropriate context. For example, in a car configurator, when you choose a color, you should see the entire car in that color. If you change the interior, the view should shift to the inside of the car. Similarly, when selecting rims, the focus should zoom in on the wheels. This contextual visualization is crucial for helping customers understand and appreciate the impact of their choices.
Ecommerce platform limitations or ERP integration present significant challenges. You often have to either conform to what the platform offers, potentially sacrificing part of your UI/UX or business model, or find ways to work around these limitations. Typically, there are two approaches to product configurators:
Single Product with Multiple Options
Each Option as a Separate Product
In both approaches, careful consideration and potentially custom development are needed to create a seamless, user-friendly experience that aligns with your business logic and platform capabilities.
When building a product configurator, considering how each option integrates with your overall system architecture is crucial. If you treat each option as a separate product, or simply want to work around platform limitations, there are several integration challenges to keep in mind:
Product configurators present additional challenges in analytics, at the same a thoughtful analytics architecture is a necessity for successful product configurator.
Accommodating your standard analytics structure to handle more complex products is crucial, especially if configured products are not the only items you sell through your site and you want to cross-reference the data. Suppose you are selling a configured product while also offering each part individually. To obtain a comprehensive view of the performance of, say, a new extension part, you must be able to compare data from both the configured product and individual part sales.
If your configurator is a multi-product one and results in a cart composed of various products, you must ensure that the analytics data accurately reflects the connection between these parts in a meaningful way.
Moreover, because a user must take more actions than with a standard product, there are additional potential dropout points. It is vital to monitor each step of the configurator to optimize conversion rates effectively.
Keep in mind that an appropriate analytics setup for product configurators will likely require additional effort and custom development.
Most often we focus on design, how to tackle on UX/UI but the biggest challenge lies into platform limitations. I’d start always with creating high-level architecture plan, that we’re ware about those limitations and designing your business model according to that. Of course you can sometimes go around those limitations but the more aligned you are, the better for you.
Michal Klim, Co-founder & CTO at Commerce-UI
Building an eCommerce product configurator is a strategic move for brands offering products with multiple variables or personalization options. Recent technological advancements have significantly enhanced our ability to create sophisticated, user-friendly product configurators that are both visually appealing and highly functional.
Product configurators are powerful tools for reducing return rates, boosting sales and average order value, collecting valuable data, gaining insights into customer preferences and behaviors, and enhancing the social and playful aspects of shopping through interactive features like AR.
We hope this comprehensive guide provides the insights and knowledge you need to succeed in building a truly great product configurator.
If you have any challenges to discuss, feel free to book a free consultation!
PS. We also highlighted "5 Best product configurator experiences with examples." Check those examples to get live inspirations!