If you've been paying attention, you know that focusing on Youtility and marketing apps is going to drive your business and grow your leads in 2014. The use of both of these will allow you to really focus on improving the customer experience. As we've said before, customers don't want to just "land" somewhere — they want to have an experience that is about them.
That brings us to the use of configurators. Configurators can be useful marketing apps that allow the customer to assemble a package of the product or service with a series of self evaluation questions. This allows their experience to be catered to them, with messages and offers that are designed for their needs and wants.
Let's take a look at some examples of how configurators can be a good use of Youtility.
Let them configure a quote
This is one of my favorite examples of a quote “configurator” — and actually one our own optimization team here at ion designed for Anthem Blue Cross Blue Shield. This a 3-step landing experience created specifically for paid search traffic — its been tested against all sorts of different variations: mircosites, landing pages, 2-step experiences and the 3-step configurator continues to decrease bounce rates and increase conversion rates.
The first step asked zip code. The second step, however, is the key to the configuration. Based on the number of employees, the third page presents options for businesses — in this example — for 35 employees.
The language is reinforced at the top and with the sub header of the plan information.
Now, are these plans created specifically for companies with 35 employees? No. But, Anthem does have two levels of plans. Those for companies under 50 employees and those for companies over 50 employes. Based on a under/over input, the configurator displays one of two sets of plan details.
Additionally, the page gives information around speciality products such as vision and dental insurance.
The form, you’ll see, is prepopulated with the zip code entered in step 1 and the option to request a brochure for each of the listed health plans.
I think this is really smart — and a really smart way to practice “youtility” even within a lead gen paid search campaign.
Tempt the visitor with initial plan information,.
Give them the option of a downloadable version — a “bonus” if you will.
And make the process easy and personal.
We like it.
Let them customize a plan
Another configurator I really like is the “data calculator” available on AT&Ts website. You select your device, then estimate all sorts of variables — emails, streaming music, web surfing, social media and more to estimate your monthly usage.
Again, these are just estimates — weekends may be require more data than weekdays — but it gives you some insight into your needs. And, it sort of helps you understand where additional costs come into play. Often, we don’t think about streaming music, video or the number of apps we’ve downloading affecting our monthly data.
Best of all, AT&T provides a recommendation for a plan — with — gasp! — no annual service contract? I didn’t know that even existed.
My only critique is that there isn’t a strong enough call-to-action on the recommendation pod. The plan name is clickable, but it really doesn’t look so clickable and there really isn’t any direction on what to do next.
I think this would be the perfect opportunity to “compare” or “choose” a plan. Definitely something to test!
Let them build their own [insert product here]
Configurators make sense for any business that has products or services that can be custom packaged. For the automotive industry — the world’s largest industry — it is extremely important to satisfy visitor expectations with awesome online configurators.
These digital experiences are key to driving perception, since much of the the “buying journey” happens online — from awareness to consideration, research and eventually purchase. Throughout their journey, customers increasingly rely on digital channels to inform their decisions. So much so that a recent MediaPost article cited that:
89% of people visit at least 6 websites or more, while 33% browse over 20 websites
This is especially true for millennials who don't care about the "experience" of buying from a dealer — likely, they’ve already done their research and know what they want — before they even talk to a sales person.
So what does this mean for for BMW? Well, every brand has a “building” tool — a vehicle configurator — and nearly of the luxury brands have seriously impressive builders.
So, I’d say that BMW needs to step up their game…don’t you think?
Case and point: these truly awesome brand experiences from Maserati and Ford. In 2014, its just not good enough to list your models numerically.
Consumers want the "zero moment of truth" WOW factor of a truly unique digital experience. They want to be impressed. They want to “rev the 305-Horse Power V6 engine.”
Marketing apps are a major part of any customer experience on your landing page and configurators are showing a great use of just that. Providing Youtility for your customer experience allows your site visitor to imagine your product or service as it would be in their own hands. It gives them the chance to really visualize the benefits of the product or service as catered to them.
What brands have you seen use configurators and how has it helped their customer experience? Can it improve your landing page to increase leads? Find out more about configurators and other examples by registering to download our Case for Marketing Apps white paper!