Benefits of Custom Appeals

People value what they create 63% more. Yet most digital experiences treat customers as passive recipients instead of co-creators. This psychological principle, known as the "Ikea Effect", is shockingly underutilized in digital journeys. When someone builds a piece of Ikea furniture, they develop an emotional attachment that transcends its objective value. The same phenomenon happens in digital experiences. After optimizing digital journeys for companies like Adobe and Nike for over a decade, I've discovered this pattern consistently: 👉 Those who customize or personalize a product before purchase are dramatically more likely to convert and remain loyal. One enterprise client implemented a product configurator that increased conversions by 31% and reduced returns by 24%. Users weren't getting a different product... they were getting the same product they helped create. The psychology is simple but powerful: ↳ Customization creates psychological ownership before financial ownership ↳ The effort invested creates value attribution ↳ Co-creation builds emotional connection Three ways to implement this today: 1️⃣ Replace dropdown options with visual configurators 2️⃣ Create personalization quizzes that guide product selection 3️⃣ Allow users to save and revisit their customized selections Most importantly: shift your mindset from selling products to facilitating creation. When customers feel like co-creators rather than consumers, they don't just buy more... they become advocates. How are you letting your customers build rather than just buy?

Customers crave personalization, customization, and the freedom to choose. By offering a wider range of options, businesses can significantly enhance product value and customer satisfaction. Why does increased choice matter? When customers can select features, colors, or configurations that align with their specific needs and preferences, they feel more connected (emotionally) to the product. Customized products are more likely to be used and appreciated because they are more relevant, leading to increased customer loyalty. The ability to make choices empowers customers and fosters a sense of control over their purchasing decisions. We all love that! A well-structured choice architecture can simplify the decision-making process, leading to higher satisfaction. More choice doesn't have to mean more complex. Offering a diverse range of options can elevate a product's perceived value, justifying higher price points. When someone gets to choose the value they want, it means more to them. Customization can create a unique selling proposition that differentiates a product from competitors. The experience of "choice making" is important and part of the product experience. What is the best way to deploy choice as a product experience? Present options in a clear and understandable manner, avoiding overwhelming customers with excessive choices. Suggest sensible default choices to simplify decision-making without limiting freedom. Use visual aids to help customers compare options and make informed decisions. Gradually reveal options as customers progress through the decision-making process. Embracing the power of increased choice can create products that resonate with customers on a deeper level, driving loyalty, revenue, and long-term success.

Personalization isn’t just a homepage feature, it should extend across the entire user journey. Yet, so many consumer companies invest in making their homepages dynamic while leaving the rest of the experience feeling static and generic. A user might get a personalized in-app message when they first arrive, but by the time they reach a category page or checkout, they’re back to a one-size-fits-all experience. Now, imagine browsing a category page where the product recommendations aren’t just based on overall trends but are intelligently curated based on your past behavior, current context, and even your affinities. By dynamically adjusting messaging, layouts, and offers at every interaction point, you can create experiences that feel natural, relevant, and engaging across the entire funnel- and not just stop at the homepage. Ultimately what this does is increase the chances of conversion at every touchpoint, and contribute to a higher lifetime value.