5 ways a configurator can increase your order value and simplify the sales process

If your company sells complex products or services, you likely know the challenge of explaining them to your customers. A configurator can make product information easier to understand and give customers the opportunity to clarify their needs before the dialogue begins. This benefits the buying journey, the order value, and the sales effort.

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Introduction to the 5 ways to optimise sales processes and order value

There are many ways a product configurator (simple or complex) can enrich and optimise your sales processes and increase your sales.

Below are the 5 ways we most often see a product configurator elevate a business. We elaborate on each point further down in this post:

It makes product information easy to understand
It increases order value per customer
It can increase your visibility in Google and AI Overviews
It makes everyday life easier for salespeople
It can reduce the risk of errors in the sales process

1. Make product information easy to understand

A configurator presents product information in a structured and interactive format, making it easier to understand differences and optional add-ons. Instead of long blocks of text, the information is broken into smaller pieces that customers can explore step by step.

This increases engagement, makes the content easier to digest, and saves your customers from having to wade through a “wall of text”. See the difference below:

2. Typically increases order value per customer

When customers gain insight into combinations and add-on options, they make more active choices in the buying process.

This is because a configurator makes it easier to understand which add-ons are necessary for a complete solution and how the individual choices relate to one another. This often contributes to a higher order value per customer.

3. Increased visibility in Google and AI Overviews

As Google increasingly answers informational searches directly via AI Overviews, traditional text pages find it harder to attract clicks. Interactive elements such as configurators, calculators, and comparison tools can play an important role here.

They increase the likelihood of engagement, improve the user experience, and can contribute positively to the page’s overall quality signals—factors that Google and AI Overviews use when assessing which content to show in the search results.

4. Make everyday life easier for salespeople

A configurator can take over part of the initial clarification, so fewer details need to be collected manually later in the process.

By systematising parts of the quotation process, a configurator makes it easier to handle more enquiries without increasing the complexity of the sales work.