Challenge Founded more than 20 years ago, Vistaprint prides itself on empowering millions of small business owners by giving them access to the same highquality, custom-printed marketing products typically only available to larger enterprises.
They embarked on a redesign of their “All Products” page to better serve their customers. What had previously displayed a long list of text alongside pictures of the corresponding product was updated to be more visually appealing.
However, web analytics revealed that the updated design resulted in a 16 percent increase to the page’s exit rate and also led to a 68 percent spike in the use of navigation links rather than links on the page. Moreover, on mobile phones the image-heavy page had a lower click-through rate than the previous text-based list.
Solution Vistaprint was already very familiar with UserTesting, having used the platform to augment their in-person and remote tests in the past. For this project, they decided to have study participants focus on the specific problem at hand, giving them prompts as they navigated this newly launched portion of the website.
Results As Vistaprint’s team reviewed the recordings of the studies, the core issue became clear. While the new design was much prettier, it was also much less functional. The new page made it harder for consumers to skim quickly, and the two-step process of clicking to reveal product details required more work. With the challenges identified, the team revisited the page and developed a new design. Once the pictures were replaced with text, engagement returned to pre-update levels.