Posts tagged with Vista Print

cross-selling by vistaprint

Vistaprint: too much cross-sell or just enough conversion?

Vistaprint has an interesting order and checkout process. There is lots of cross-sell and a decent amount of persuasion tactics used.

A few years ago, the website was all sorts of wrong, as Graham Charlton detailed, beaten only by GoDaddy.

Things have moved on and I must say that I don’t think it’s too complicated any more. There are a number of steps to the order process and to the checkout process but that was to be expected when designing a customised t-shirt (my chosen product).

Cross-sell and upsell is now presented on pages where I already feel assured the design process is going well.

Mainly there was a lot of clear information and some fairly persuasive copy and design techniques which I think has been judged correctly.

However, the company must be careful to keep cross-sell relevant. After being offered similar products, stationery and the like, I was then offered website builds and marketing services. This felt wrong and made me think the process might become more tiresome. If I was busier, I could have abandoned at this point.

See what you think of each stage of the order process..

7 comments

Should you increase email frequency?

It is a temptation for email marketers to begin to send out more offers to customers if current campaigns are working well in the hope that increased frequency will yield greater returns.

This can be a risky strategy though; while more emails may produce better results, there is a point at which customers will tire of too many emails and start to unsubscribe, ignore, or mark emails as spam.

3 comments

How to spoil your checkout process

I looked at VistaPrint's checkout process last month, and found it one of the most annoying and complicated ones I had ever seen, but now I have found a checkout to rival it.

Like VistaPrint, domain name registration company GoDaddy overcomplicates its checkout process by adding a ridiculous amount of cross-selling options that are sure to annoy all but the most determined customers.

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How often should retailers be sending out emails?

Finding the right balance for email frequency is crucial for retailers, but some get it badly wrong and run the risk of annoying customers by sending far too many promotional emails.

Having already put me off the purchase with way too much cross selling during the checkout process, VistaPrint has now compounded the problem by sending my 10 emails in the space of 11 days.

2 comments

Overcomplicating the checkout process

Checkout processes are supposed to be made as easy as possible for customers to complete. Of course, a certain amount of detail is required to complete a transaction, but this should be made relatively painless for the user.

The checkout and purchase process should be smooth and easy to understand, distractions should be removed, while the amount of information required and the number of steps should be kept to a minimum to make it as quick as possible. This is not the case on VistaPrint though, which has one of the most complicated checkouts I have seen.

4 comments