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Let Them Build Before They Buy
Us Grokkers are continuing to focus on what types of things eRetailers can work on to make Holiday Shopping more enjoyable (and persuasive) for their prospects.
Enter the “Product Configurator.” While it sounds a bit like an evil robot out of control, what we’re talking about today is simply an online application to allow prospects to customize a product on their way to buying it. This can be a lot of fun for online shoppers if done well, and lead to increased conversions or it can be a huge waste of money if the user experience isn’t really well thought out. If it’s planned out poorly, it may frustrate visitors and lead to a decrease in performance.
One of the main reasons survey takers give for NOT buying retail items online is the inability to touch/hold/feel the product before buying. This is a challenge that almost all eRetailers have to work to overcome, and letting them see their customizations in real time as they play around with different configurations and features can be a good tactic to make sure people make it all the way through checkout. It can also be a way to make gift shopping more fun–seeing the product “come alive” as you customize it for someone special on your shopping list can be very persuasive and exciting. Finally, product configurators can be a great way to convert Early and Middle Stage buyers; those who aren’t quite ready to pull out their credit card yet. The ability to save what they’ve configured can be a “hook” to get them back into the buying process, or at least allow you to market to them as time goes on.
When I think of being able to customize a product and buy it, I tend to think of sites like CafePress.com and Zazzle.com who specialize in small items like hats, t-shirts, mugs, stickers, etc. But I wanted to grab some more interesting examples for you, so let’s look at a couple West Coast companies who let bike riders have a little fun as they create unique products to purchase.
Example #1: Mission Bicycle Company
In the mood to build a custom fixed-gear bicycle? Probably not, but use your imagination! This site’s product configurator takes you step-by-step through the process, using clear copy explanations, a progress indicator, and friendly assurances. They manage to do this using plenty of white space in a clean layout and flow.
In the end, you can see a mockup of your bike’s design, which components you’ve chosen, and an itemized price. My favorite part is that it doesn’t get too heavy into jargon, which would make the n00b feel intimidated.
Example #2: Timbuk2
Once you’ve designed your fancy bicycle to ride around on the streets of San Francisco, you’ll need a cool bag to haul your laptop and other sundries, right? This brings us to another West Coast company’s “build your own bag” product app.
Timbuk2’s site does a nice job of using actual photographic images as opposed to illustrative graphics. It’s impressive that they cover the many permutations (bag types, colors, patterns, add-ons, etc.) with high-quality photos. The flow through the options is very intuitive, and in the end you definitely feel like you’ve made something that reflects your tastes. This makes NOT buying it very difficult!
So those are two examples in a very narrow niche. I ask all Grok readers: Who else is doing a good job with this type of online app? Who does it well in clothing? Shoes? (other than Nike, please!) Laptops? Leave a comment about whose product configurator you like, why, and what product category it’s in. Also chime in if you’re building something like this in time for Holidays 2009!
About the author
Brendan Regan is a Senior Persuasion Analyst. Prior to joining FutureNow, he worked in B2C online travel and B2B marketing. He likes to grok web design, user experience, and persuasive copywriting.
More articles from Brendan Regan
- Nobody wants to read your sh**!September 21st, 2009
- Redesign? Ask The Right Questions!September 18th, 2009
- Cross-post: How to Improve a Product Page, Part 1September 15th, 2009
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October 23rd, 2009
9:09 am
thanks for great post!
October 23rd, 2009
9:41 am
The fixed-gear bicycle website is a great example, as buyers really need to personalize before they buy.
It’s not only about colors and look-and-feel, but also about comfort, favorite type of handlebars, etc.
This example shows very rich product configuration possibilities, which is absolutely essential for buyers who know a lot about the product they’re interested in.
This opens a new way of thinking about product configurators: instead of just colors, why not work hard to offer richer possibilities?
Another great example is Dell: if you know enough about computers, you can make any combination you like.
October 23rd, 2009
1:29 pm
It’s interesting to read about the customization of something other than clothing and promotional items. Most small businesses still can’t afford a sophisticated system but as with all technology, it’s probably only a matter of time.
October 23rd, 2009
2:38 pm
Very useful post thanks!
October 23rd, 2009
3:21 pm
Very nice reading. I think that such sites have a big sense. Since you can’t see the product online it must be something else to make shopping more attractive like customizing it.
October 25th, 2009
3:36 am
Great article, it open my eyes
October 25th, 2009
7:03 am
Nice article to get example bike situs in company that need motivator to get move like bike gear.
October 25th, 2009
7:50 am
Thanks, this blogs justs keeps getting better
October 25th, 2009
9:55 am
Automobile websites have always been strong on this, but offering customizable equipment to consumers provides an excellent market niche that will help to drive sales in this economy. More companies should begin to offer customization services to give them a competitive edge in the marketplace.
October 26th, 2009
2:19 am
Not all businesses have the enough budget to get high quality system for their operations. Some companies can really give affordable customization service now. In this way, they can get more clients. Then in the long run, you’ll be able to get more established market.
October 27th, 2009
6:24 am
We have been looking at doing this type of thing for configuration of custom bags – but were a little reluctant based on costs. I think thought it may be worth it!
October 27th, 2009
12:26 pm
Simply displaying several product photos at different angles is another solution, especially if a retailer is unable to afford a sophisticated customization program. Copywriting also plays a role in crossing the chasm of being unable to touch and feel products online.
October 28th, 2009
12:22 pm
I like custom mini chopper.
Is there online app to build it.
October 29th, 2009
5:44 am
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October 29th, 2009
2:31 pm
Yeh Me To like custom mini chopper. And Yes There’s Online App To Build it Just Googleit
October 29th, 2009
4:17 pm
I think that threadless is using a similar business model….
November 1st, 2009
9:51 pm
thanks guy’s for sharing this post. Very inspiring me!
November 3rd, 2009
9:42 am
[...] Grokdotcom: Let Them Build Before They Buy [...]
November 3rd, 2009
9:42 am
[...] Grokdotcom: Let Them Build Before They Buy [...]
November 3rd, 2009
9:42 am
[...] Grokdotcom: Let Them Build Before They Buy [...]
November 17th, 2009
2:13 pm
Anyone know of software that is available to allow other websites to add this functionality?