Case Study: Vistaprint reverses 16% page-exit spike and restores engagement with UserTesting

How Vistaprint averted disaster by discovering the source of a 16% spike in page exits

Vistaprint, a Cimpress company that helps small business owners create custom marketing materials, launched a visual redesign of its “All Products” page that unintentionally hurt usability. Analytics showed a 16% increase in page exits, a 68% spike in use of global navigation instead of on-page links, and lower mobile click-through rates after images replaced the previous text-based list.

Vistaprint ran focused usability studies with UserTesting to watch customers navigate the new page and quickly identified the problem: the image-heavy layout made skimming difficult and required an extra click to reveal product details. The team reverted to a text-first approach, and engagement metrics returned to pre-redesign levels.

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