With billions of dollars to be won or lost online, the auto industry is striving to lead the way when it comes to customization of products online.
Modern looking, highly contented, easy to navigate websites make for compelling user environments. Great user experience comes from tools that educate, engage and connect with consumers. Done right, the online customization interface creates the kind of excitement and customer satisfaction that leads companies to successful offerings and increased profitability.
In this post I detail some examples of best practices in online customization interface tools in the auto industry. I share them with the belief that they can also be applied to other industries. Read on to learn more about how your company can build a successful configuration tool.
1. Deliver immediate visual feedback on customized product features that are available.
Product customization tools that deliver immediate visual feedback on desired changes are the most effective. This means dynamically updating product images to visually show how the product looks from one “customization” to the next.
On automotive sites, as a consumer goes through the “Build Your Own Vehicle” process – the tool provides a visual update on the vehicle itself as users select (and deselect) their desired colors, trim packages and additional features (Image 1). This can easily be applied to any site where consumers are browsing products. For example, the site should offer updated images of the products in the available colors or styles. Or, for sites where a purchase is being made online, ensure the consumer is able to easily see changes to their online “shopping cart” so customers know exactly what they are buying.
Bottom Line: At the end of the day, transparency in the process results in consumer trust in the brand.
2. Provide detailed views of the product so nothing is left to the imagination.
The 360-degree tool in particular is a very successful example of how to provide a realistic all-angled view so the consumer can engage closely with the entire packaged product.
This application is especially helpful with vehicles; as it allows consumers to familiarize themselves with the vehicle inside and out prior to visiting a dealership. In the same instance, the 360-degree view is easily applied to any product. Online shoppers looking at any product – from PCs to toys to shoes – will benefit from having a 360-degree view. Regardless of the product, consumers need to know what it will look like – not just from the front or back, but from all angles.
Bottom Line: Knowing the product intimately results in the consumer being confident in the product, which further generates excitement toward their upcoming purchase.
3. Detailed descriptions go a long way.
Within any customization tool – it’s important to simplify the process by providing access to comprehensive product details while the consumer is viewing the product itself.
As vehicles have hundreds of additional features available, auto manufacturers eliminate potential confusion by providing up-to-date detailed feature descriptions during the “Build Your Own Vehicle” process (Image 3). This standard applies across all industries – whether it’s providing details for specific terminology (i.e. financing terms), product requirements (i.e. sizes or compatibility) or ingredients (i.e. menus).
Bottom Line: All businesses can benefit from cutting out the fine print and providing knowledge-enabled self-service portals that can easily and thoroughly answer consumer’s most common and complex questions about their products.
4. Provide a clear warning message to users immediately.
It’s not enough to just provide a warning message that information is missing, or that certain items won’t work together – the message needs to include what information is missing or which items conflict with each other.
Auto manufacturers that generate a clear warning message to users when vehicle option/feature selections conflict are able to effectively manage customer expectations before they come into the dealership. (Image 4) This “warning message” is also imperative when a customer is going through any type of sign-up or online purchase process. If information is missing, or if something conflicts – make it visually clear to the end user what is NOT working and why.
Bottom Line: Smart companies will leverage the power of warning messages to better communicate with consumers, accurately informing them about their products.
5. Provide the ability to easily see the total cost and payment options.
To avoid consumer distrust and to ensure a positive purchase experience, clearly outline product pricing – including any applied discounts, shipping fees and applicable taxes. In addition, ensure the consumer knows what purchase/financing options are available, so there are no surprises during the check-out process.
For automakers, it’s very important to have a channel dedicated to financing so online car shoppers can price out realistic monthly payment options – including trade-in values, down payments and leasing/financing options. The same goes for any product a consumer is looking to purchase – clearly outline the product pricing (including taxes, applied discounts, shipping fees), as well as the purchase/financing options available (i.e. Buy It Now, Pay Later).
Bottom Line: Ensure customer loyalty by providing the customer with clearly stated product costs and available payment options.
In a nutshell, online shoppers who are on your site want to educate themselves about your products and/or services. To ensure success and minimize frustrations among your online shoppers, be sure to incorporate these best practices into any online customization tool so it will offer the level of detail consumers are expecting. Not only will it provide a positive experience for the user – it will also help to ensure they come back again!
Tags: auto, configuration