Getting Feedback and Evolving Your Configurator
Analyzing your product configurator can provide you tons of valuable insights regarding what your company’s audience likes and what it does not. However, sometimes you need more.
What this means is – sometimes, instead of trying to understand the customer’s opinions regarding your configurator, it would be better to just get straight answers by asking them directly.
Importance of Getting Feedback for Your Product Configurator
Anybody who runs or owns an eCommerce website will be well aware of the importance of feedback from customers, no matter how small or large their website is. It is perhaps the most persuasive way for improving your eCommerce stores’ as well as product configurators’ marketing efforts. That being said, getting feedback is easier said than done. Although you will come across customers who will not hold themselves back when providing feedback, you will also find tons of people who tend to remain silent.
Unless the user’s experience on your configurator is particularly bad, he or she will not bother to provide feedback regarding experiences that failed to meet their presumptions. Instead, these silent users just decide not to do business with the unsatisfactory product or service providers ever again. It is an extremely high price that many companies pay for not getting feedback.
That being said, the customers lost are not the only casualties. Many e-commerce business owners claim that a customer who is dissatisfied will typically share their unsatisfactory experience with more than 10 people. As social media continues to grow, negative feedback spreads like wildfire. Once it is out there, it will hurt your configurator and e-commerce brand significantly.
Lacking adequate customer feedback will also mean that your business will fail to develop customer loyalty. Users like to know that the brands they engage with listen to their needs and requests. They will switch to some other e-commerce website’s product configurator without giving your brand a second thought if you fail to meet their expectations. E-commerce brands are coming up with new methods to address this issue. These methods allow them to seek responses and keep customers engaged with their product configurator.
Incorporate a Live Chat Support for the Configurator’s Feedback
Most e-commerce website customers claim that live chat support is the first feature they look for in a configurator. The ability to chat live with a company’s representative simplifies things for the user by tenfold. Live chatting can help customers with things like locating the items that they are looking for or getting answers for shipping, payment, and availability queries.
Chat support can also help e-commerce brands get closer to their customers. Getting close can help them understand the individual needs and challenges that the customers face. It is also helpful for identifying certain patterns in case there are recurring issues that trouble the users, finding things like these helps to develop long-term solutions for such problems.
Renowned online service Zopim is quite famous for incorporating live chat on their product configurator.
As far as other feedback types go, your configurator’s response quality plays a vital role in getting the best possible results. Make sure that your brand addresses all customer questions in a prompt and helpful manner. Companies can improve their configurator's online chat option by taking a proactive approach for it. For instance, show the chat window if a user stays on an item for more than twenty seconds.
Getting Feedback by Offering Insights
Configurators provide an excellent opportunity for gathering important data regarding traffic and behavior. E-commerce store consumers are quite similar to product developers in the regard that the designs they make and the items they like can provide you a clearer picture. Keeping a watchful eye on consumer behavior can allow brands to understand how their customers interact with certain products. It is vital to mix the data you collect with important metrics such as increase or decrease in conversion rate, sales, traffic, and various other things. This can prove to be greatly helpful for brands to design, plan, and streamline the processes, essentially leading to decreased marketing time and more efficient product release cycles.
There are tons of other methods for getting feedback for your e-commerce product configurator but the ones mentioned above are the most efficient and will help you gather important data to take your configurator to the next level.
Evolving Your Configurator
Although your product configurator might have every function and feature that you envisioned for it, there are various things you can do to evolve it. This does not necessarily mean that you need to add extensive functions and features. It means to make the configurator more scalable and simple for the user.
Providing a Comprehensible Product Section
Configurators often tend to use product listing pages at the beginning of the buyer’s journey. It is important that the initial stage of the buyer’s journey is concise and clear. You can do this by making the information simple to skim. Most users do not have enough time to go through every tiny product detail. So, make sure that the details you do provide on your configurator are precise. Never forget to include links, basic price, picture, and complete product name
Take a quick peek at all the good e-commerce store configurators and you will notice that they provide rotating product pictures. It is an excellent way to create interaction while keeping the user interested.
The Configurator Should Have Transparent Module Logic
Simplicity can take your configurator a long way, especially when complex products are being presented. Tile based module logic tends to work wonders as it neatly organizes every piece of information. The reason tiles are so great is because of its flexibility. Plus its short descriptions and icons guide users through the various options present on the configurator. In addition, tiles also provide you the chance for loading configuration files.
Saving for Later
No matter what configurator type you provide, remember that some users require extra time to decide whether or not they should buy a certain product. Let them save configurator data so that they can purchase the product later.
7 Steps To Building a Product Configurator for Your eCommerce Store