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VICKIE CARTER
Copy & Creative
VistaPrint Small Business Solutions
Company
Vista / VistaPrint
Year
2023
Project Type
New Customer Design Flow
Region / Market
North America
My Role
Copy Director, Copy Editor, Copywriter
Project Team
Visual Design: Carrie Lepore, Karen Kukta, Floris te Boekhorst | UX Design: Albert Chu, Tom Kurzeka, Camilla Stark | Copy & Content: Allix Tate, Vickie Carter, Tom Ober, Biljana Drndarevic, Rebecca McGarry, Farrah Sunn | Brand & Photography: Georgia Cowley, Emily Dyer | Strategy: Celia Misra, Ingrid Simon, Mark Austin-Dolan | Engineering: Traci Kalamajka, Dan Baker, Jason Portilla, Giuseppe Livide, Brian Gusti | Project Management: Jenn Gehring, Amanda Ingalls
Project Summary
In early 2023, VistaPrint launched Small Business Solutions, a new customer experience. The experience was intended to help customers find specific product recommendations for specific business goals. By guiding customers to curated cross-category product collections, we intended to improve category awareness and multi-category purchases while building trust and authority among our small business audience base.
I built and guided a group of copywriters and content designers that worked on the project team. They created, tested and refined multiple iterations of a Small Business Solutions copy system. Once the overall concept was approved, they worked with the project team to launch 8 unique solution site pages.
I reviewed and edited all content and also wrote content for several pages.
A/B testing results proved promising, including a 25% increase in multi-product purchasing from customers who clicked into the Solutions experience.
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