Buyers in the digital age have certain expectations Marcus Sheridan, IMPACT Partner and author of They Ask, You Answer, explains that buyers want a quick, personalized, and easy buying process - a process they can ultimately make their own.
79% of users will go to others websites if they can't find what they're looking for. And with Marcus' wise words and that statistic to back it up, we uncover what is described as the essence of self-selection.
Auto-select tools provide a quick and easy path to conversion by providing users with a way to interact with the brand and identify the most important purchase information by themselves.
Color makeup quizzes at guided site builders , groups of all types have put implement self-selection tools in one form or another.
🔎 Related: 7 examples of auto-selection tools awesome websites for businesses that we love [+ video]
But frankly, they don't do it cheap.
Since auto-select tools require a bit of strategy and development, the cost can be high. In this article, we will detail what it costs to create a auto-selection tool and how to do it in the most cost-effective way.
But why do you need an auto-selection tool?
We don't call them tools for nothing '.
Depending on the type, auto-select tools allow users to:
- Filter, sort, or search for the desired product or service
- Identify yourself or qualify for a product or service
- Calculator or quote products or services
- Create or design a personalized product or service
En in other words, they help facilitate the customer experience on your website.
When you post regularly and follow They ask, you respond or even offer a variety of services and products, there is probably a lot of information on your site Web for a prospect to discover and read.
An auto-select tool helps reduce noise by showing a user what is most relevant to them, speeding up their conversion or purchase journey.
In fact, the improved user experience that these strategic and intentional tools can offer can help brands increase their conversion rate from 400% .
(Note: We will not go into details about the types of 'auto-selection in this article, but if you are looking for more information, we are here for you .)
Also, in most cases , the information collected could be used in your marketing and sales efforts in the future.
For example, if your tool helps users narrow their search to specific services or products, can you use that service or product information in drip campaigns. Or, a sales rep could use the results for a calculation or configuration tool in their sales process with an achetor.
So how much does it cost to build an auto-selection tool?
The type of tool needed to offer your future buyers a transparent self-selection process can vary widely in terms of planning and cost, especially when it comes to the actual development of the tool.
But, in general, brands can expect to spend a range of $ 5,000 to $ 15,000 on average .
Much of this range depends on development which depends on a few factors. We brought in IMPACT lead developer and self-selection tool development guru Tim Ostheimer to help us understand why self-selection tools cost what they do.
According to Tim,
Here are the top three factors that can dictate its cost.
1. The type oftool
Before starting, brands should try to identify ways to simplify, streamline, or improve the information sought by potential buyers. What can help them take charge of their buyer's journey?
Brands should dig deeper into their products or service lines, the actual sales process, and even the user flow on their website to see where improvements can be made or experienced.
If potential buyers frequently ask which product or service line is best for them, then perhaps a tool to help them identify for themselves the perfect service would improve their shopping experience.
If you have a SaaS product that can be complicated, maybe you can have a tool to help the user get set up.
Start with a clear strategy of what to doit being done is the first step in the right direction of building creating a self-selection tool. With a clear strategy and goal in hand, you should be able to determine what kind of tool is needed to help you achieve your goal, which in turn will help determine its cost.
For example, a tool that provides a personalized product package recommendation will often require more budget compared to a tool that helps users narrow down their product search as there are more steps. and logic involved in making this recommendation,
The type of tool then dictates the logic needed to make the tool work, which brings us to the next cost variable ...
A tool that requires a series of required questions or inputs and performs back-end calculations or scores to generate useful and accurate results will require a bit more working fromdevelopment.
The formulas, algorithms or calculations again vary depending on the tool, but these components must be present in the logic of the tool.
Tim explains that the logic, "can involve complicated mathematical equations, categorization and scoring of responses, or a branching experiment that sends users off on different paths depending on what they choose. Sometimes it can even be a combination of all of these. "
More often than not, tools with complex logic and calculations rating will need to be customized, resulting in the need for a larger budget.
3. The "where
The location where the product is built or hosted may dictate the manpower and thought needed to build it, thus influencing the overall cost.
Depending on the type of tool and logic needed, A brandmay choose to build a tool from scratch on their existing web host, which allows for more flexibility and customization. This create from scratch approach can be beneficial for brands that have very specific tool logic in mind or want more control over user experience and brand, but the price associated with these more personalized approaches can sometimes be overwhelming.
Fortunately, for those who just want to implement a tool to help their users choose for themselves and free up the sales process, brands can choose to work for follow the third-party platform route . Suppliers like Outgrow and Roobrik allow users to create self-selection tools step by step step on ready-made templates.
These tools usually don't require a lot of development work apart from inserting one into your site, as they are basically pre-built templates that you can swap between questions or options filtering.
These tools may seem like a good option to enter the world of auto-select tools due to their easy setup and low initial cost ( Outgrow is actually free to start with and can cost as little as $ 14 per month depending on the plan you select), however, Tim points out that they can also lead to long-term costshigher term.
How to reduce the cost of your auto-selection tool
Think about the future. Knowing exactly what you want to accomplish with your self-selection tool up front, before design and development, is not only essential for staying on budget, but also for avoiding problems in the long run.
For example, when planning your self-selection for eh, make sure you can answer the following questions to avoid interruptions and costly delays:
- Do you know the strategy and objective end of the tool?
- Example: What current buyer experience do you hope to improve?
- What kind of auto-selection tool will it be?
- Example: will users answer multiple choice questions or need toto select filtering options?
- Is your logic locked and loaded for delivery to a developer?
- Example: Will your developer know what results should be presented to the user based on any response variation given?
- Do you know where your tool is going to be built?
- Example: Will it be built in a third-party provider and integrated into your site or will it be integrated into your CMS?
Trying to change the strategy, logic, or design requirements later, especially once the tool has reached development, could mean wasted design and development, as well as disruptions in the monitoring and overall functionality of the tool.
In the end, not having the above details The pre-constructidone up front can result in long delays, more money needed than initially anticipated, and a tool that both users and internal teams find useful.
So, is it worth it?
Given all we know about today's buyers and their desire to be in the know and in control of their buying decisions, the tools of self-selection is a powerful asset in any digital marketing and sales brand.
In essence, allowing users to choose their own path through your website makes the buying process faster, more personalized and more rubbing. free - or what we call a "contactless sale".
It's likely we'll see brands take more advantage of the endless possibilities these tools have to offer their buyers and their brand, but it's important to remember that 'a toolis valuable as a strategy and underlying logic.
If your brand has identified a gap or friction in the buyer's journey, created a strategy with a strong end goal, and developed logic to support that strategy , you are on the right track to pass the self-selection tools.
Looking for inspiration for self-selection tools, check out these Examples of website self-selection tools for businesses that we love .