Corporate & B2B portals

Improving the Online Ordering Journey for Custom Print Products

This project transformed the online ordering process for a printing business by enhancing the user journey and simplifying service discovery. Cmsmart's initiatives improved the product catalog for business cards, flyers, and signage, making it easier for customers to navigate and order custom products. The enhanced ordering experience facilitated quicker transactions and reinforced customer engagement.

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Improving the Online Ordering Journey for Custom Print Products - project preview

The challenge

The primary goals included:

  • Enhancing the overall user experience on the website.
  • Creating a clearer product catalog that highlights different service categories.
  • Facilitating a smoother ordering process.
  • Improving the submission of client artwork for printing.

The solution

Understanding Client Needs

The client specializes in providing a diverse range of custom printing solutions including business cards, flyers, posters, and signage. Their objective was to streamline the online ordering process, making it easier for customers to place orders, discover services, and submit artwork.

Solutions Implemented

Cmsmart supported the client in transforming their online presence by focusing on several key areas:

  • Product Catalog Structure: A revamped catalog structure enhanced service discoverability and categorized products more effectively.
  • Ordering Flow: An intuitive ordering flow was established to minimize friction for customers during the transaction process.
  • Art Submission Mechanism: Streamlined options for submitting artwork were introduced, significantly enhancing the efficiency of order processing.

Implementation Approach

The implementation involved several strategic phases:

  • Assessment: Evaluating the existing website's strengths and weaknesses led to a tailored enhancement plan.
  • Design & Development: The ordering interface was redesigned for user-friendliness, ensuring that every step from quote to fulfillment was seamless.
  • Testing & Feedback: Comprehensive testing was conducted to refine user interfaces based on real user interactions.

How it fits the order workflow

This new structure fits seamlessly into the client’s workflow—prospective customers can get quotes, submit artwork, and track their orders with ease, facilitating a smooth transition from engagement to fulfillment.

Outcome

The outcomes of these enhancements positively impacted the client's operations:

  • Improved discoverability of services, leading to higher browse-to-order rates.
  • A reduction in customer drop-off during the ordering process due to a more user-friendly interface.
  • An efficient system for clients to submit artwork, thereby enhancing the overall client experience.

What the workflow covers

  • Faster path to checkout

    A clearer ordering journey reduces hesitation and helps customers complete purchases for common print products without getting stuck or abandoning the cart.

  • Cleaner product discovery

    Improved categories and structure make it easier to find business cards, flyers, posters, and signage, improving browsing and helping customers choose the right service.

  • Smoother artwork submission

    Better file submission steps reduce missing artwork and unclear instructions, helping your team start prepress sooner and avoid repeated customer follow-ups.

  • Fewer order mistakes

    A more guided selection flow reduces wrong specs and incomplete details, improving accuracy from order intake through production.

  • Better handoffs across teams

    Consistent order details support smoother internal routing between sales, design/prepress, and production, reducing confusion and delays.

  • More consistent customer communication

    Structured confirmations and progress updates help customers feel informed, reducing inbound status requests and strengthening trust.

  • Easier scaling for more products

    As you add new print services and variations, a well-structured catalog and ordering flow helps you grow without creating a messy, hard-to-maintain storefront.

  • Improved operational visibility

    A clearer flow makes it easier to see where orders are in the journey—from selection to artwork received—so your team can prioritize work more effectively.

Questions about this project

It’s best for print businesses selling custom items like business cards, flyers, posters, and signage who want a clearer catalog and a smoother online ordering and artwork submission experience.

No. Many teams start by improving their catalog structure and ordering steps first, then expand gradually. A paid plan can help you roll out changes safely with guided testing.

Yes, the approach is built to support structured product options and clearer selection paths. Exact setup depends on how your store currently defines options and variants.

Customers are guided to upload their files at the right time, with clearer prompts to reduce missing assets. With a paid plan, you can add stronger checks and follow-up reminders.

It’s designed to reduce common mistakes by making choices clearer and collecting artwork more consistently. For the biggest impact, pair it with a paid plan for monitoring and refinements.

Yes. You can adjust labels, categories, and the ordering flow to match how your shop works. If you want hands-on tailoring, a paid plan is recommended.

A clean list of product categories, option sets (sizes/finishes), basic turnaround rules, and your current ordering steps. Having sample orders and sample artwork files helps testing.

If your catalog is already organized, you can launch improvements quickly. If products need restructuring, allow more time for cleanup and testing before switching customers to the new flow.

Yes, you can support a quote-first journey for complex jobs and a direct checkout flow for standard products. Many businesses use both to reduce friction for new buyers.

It can support automated confirmations and updates depending on your store tools. If you want more reliable delivery and tracking, consider a paid plan with improved setup and support.

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