We ran a controlled comparison across twelve manufacturers for one quarter: half the inbound leads received the legacy PDF-catalog flow, half received a live 3D configurator with instant pricing.
The configurator flow converted 3.1× better on qualified-lead-to-quote, and the median quote turnaround dropped from 3 days to 6 minutes.
The interesting finding was not the top-line lift — it was that the configurator surfaced 22% more upsell attach because buyers explored options they would never have asked a rep about.