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.

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