VistaPrint this summer made several small changes to its e-commerce site as part of a brand overhaul. The retailer of printing and marketing services to individual consumers and small businesses adopted a new tagline and redesigned its home page.
“This was really more like a site re-branding,” says Jeff Prus, vice president of user experience and content for VistaPrint.com. “It was truly a redesign from a branding point of view.”
The new tagline, ‘Make an Impression,’ is a change from the more business-oriented ‘Best Printing, Best Price.’
Beyond the new tagline, which appears at the top of each page, the retailer also made a big change in the layout of its home page to give equal billing to its individual and small business shoppers. Before, product categories for VistaPrint’s two customer segments were divided in half horizontally on the home page with Business product categories on top and Home and Family on the bottom, below the fold. Now, the two segments are in side-by-side columns.
The retailer also has placed more emphasis on customer testimonials. The home page, for example, features a testimonial from a typical customer from the Home and Family category—a bride raving about her wedding invitations—and a Business category customer, a company owner thanking VistaPrint.com for professional-looking, affordable office products. And contextual testimonials are peppered throughout the retailer site, Prus says.
VistaPrint also took steps to better show off its products by increasing its screen resolution from 800 pixels to 1024. This, Prus says, allows VistaPrint to add more quality images, and put more information above the fold. “When you have more real estate, you can use higher- resolution imagery, and you have more room for images,” Prus says. “We used to show one featured product on pages and now we can show four.”
A profile of VistaPrint’s site rebranding is included in the forthcoming 2010 edition of the Internet Retailer Guide to Retail Web Site Design & Usability, complimentary copies of which will be given to attendees at the Internet Retailer Web Design & Usability 2010 Conference next Feb. 15-17 in Orlando, FL.
VistaPrint is No. 44 in the Internet Retailer Top 500 Guide.
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