Reshaping Web Site Design

Retailers architect new ways to design features and functions that deliver improved business results

With a new treatment or a major feature going live every three weeks, there’s no room for complacency in VistaPrint Ltd.’s approach to web site design. Instead of speculating over how visitors might respond to a new application, VistaPrint, an online retailer of custom printing products, uses step-by-step planning and rigorous testing to design web pages that meet customer expectations and generate more business.

When VistaPrint recently updated its design gallery of templates that customers use to create personalized business cards and stationery, designers and marketing managers analyzed thousands of transactions and visitor sessions. VistaPrint then used the new analysis to design and launch a new gallery that has since helped the company acquire 4.5 million more customers overall and nearly double daily orders to about 33,000.

“We don’t guess at what our customers want out of a new design,” says VistaPrint senior director of user experience Jeff Prus. “We study their behavior and then design and test a new treatment that’s going to meet their expectations and ours.”

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