How do we increase completion of our prospect configurator?

Define the practical question prospects need answered by separating what your audience already understands from the information they still need. For Dematic's Micro-Fulfillment configurator, the intended customers already understood the general concept of micro-fulfillment. They needed top-line specifics to understand how the solution could work for their businesses.

The Dematic experience therefore focused on helping e-commerce, supply chain and other customers gain a deeper grasp of the solution, rather than explaining the entire category from the beginning. Use the same distinction to set the scope of your configurator: identify the existing understanding you can build on and the specific practical uncertainty the result should address. That gives the question journey a clear purpose.

Keep the question journey focused by judging each question against the prospect's result and the information needed for later sales discussions. Dematic's Micro-Fulfillment configurator used a brief set of questions to help customers understand the solution while giving Dematic customer information to generate prospective leads and inform sales conversations. Its "Less is more" landing page was designed to move customers through the questions simply and quickly.

In 2026, Typeform reported that customer lead-capture forms with 10 questions averaged 28% lower completion rates than forms with 3 questions. Review question count alongside purpose: retain questions that contribute to customer understanding or informed follow-up, rather than shortening the journey without considering what useful information would be lost.

Make each interaction clear and fast through intuitive controls, precise language and lightweight, accessible development. For Dematic's Micro-Fulfillment configurator, the interaction design aimed to feel intuitive, precise and fast. Dynamic isometric animations accompanied the questions and results, while a clear, authoritative tone helped communicate Dematic's experience to existing and new customers.

The development work also covered the configurator's logic and accessible code for delivery through Dematic's global website. The animations used Lottie, which converts animation to code, producing lightweight files for faster page performance without compromising visual quality. Apply the same priorities to your configurator: make questions understandable, interactions intuitive and supporting visuals lightweight, so the presentation supports the journey rather than adding unnecessary effort.