To maintain control over their revenue outcomes, Vistaprint requires visibility into their performance data at a highly granular level, often across multiple dimensions, such as product category, account and publisher. Generating reports to gain insight into the effectiveness of a campaign across these dimensions was incredibly cumbersome.
To streamline their reporting and optimization efforts, Vistaprint needed a way to analyze performance of a given product across these dimensions. Vistaprint reports and optimizes their search program at the product level, with product specific targets. Because products were often spread across multiple accounts and campaigns, Vistaprint was unable to execute spend towards product-specific goals. As a result, they had large bidding portfolios where poor performing products were being subsidized by better performing ones.
Vistaprint needed a solution that would allow them to adjust bids based on product performance, unconstrained by account structure. Furthermore, because their quarterly budgets constantly fluctuate, they needed a way to quickly and easily execute spend increases and decreases.
This significantly reduces the amount of time spent implementing and managing tests. Recurring and web-query reports allow Vistaprint to manage a large and complex environment by exception, automatically alerting them of performance issues in key product categories and ongoing tests without logging into the application. To get the appropriate level of visibility into account performance, Vistaprint utilizes Marin Dimensions to segment and report on their large set of products.
Each keyword is tagged with a product category identifier, allowing data to be rolled up across accounts and publishers. This enables Vistaprint to utilize advanced filters for reporting on and optimizing product-level budgets. And based on performance, their bidding goals are adjusted to maximize revenue outcomes. By assigning group-level bidding goals, Vistaprint executes spend and automatically optimizes bids across accounts and publishers at the product level.
Forecasting helps Vistaprint identify product categories that will benefit from changes in spend, and helps them execute those changes with precision and confidence. In the long-term, it affects your versatility, functionality, and, of course, your brand. On the wide spectrum of website building solutions, VistaPrint lives on the end that is all-inclusive and provides everything you need to get started and grow your website.
I wrote a post on Website Builders, Explained for more background. Using Vistaprint is sort of like leasing and customizing an apartment in a really classy development instead of buying and owning your own house. Compared to their direct competition, they focus on speed and ease-of-use to cater to small business owners with little website experience and rely heavily on their existing customer base when promoting their website builder product through customized marketing more on that in a bit!
Something to note here: while you can drag and drop a different, pre-made content block onto your pages, you cannot drag individual elements onto section of the page i. The whole setup is like painting by numbers. There are obvious drawbacks to this setup, which I will cover in the disadvantages, but it is a real advantage to having limited but accessible design options.
For DIYers who want the easiest way to get their content onto a good-looking design, this is fine. Another unique benefit of Vistaprint is how they customize their product for their existing customers. Another benefit of Vistaprint is their built-in product integrations and features.
Aside from offering DNS and hosting services , Vistaprint also offers additional functionality that integrate with your website, like an eCommerce website , SSL certificate, custom domain, analytics , etc. One thing to note here though — to use the integrations, you have to have a paid plan. Vistaprint also offers some additional digital marketing products that you can add on separately.
But of course, no review would be complete without looking at the downsides. Every piece of software will have complaints. Here are the cons I found with using Vistaprint. Compared to their direct competitors like Wix and Weebly and Gator , Vistaprint is much, much more expensive and offers much, much less. And you can really see this trade-off with the Vistaprint website builder. The convenience of their design setup is great. It puts your focus solely on getting your content onto the premade template and it allows you some level of customization with their blocks.
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