Web-to-Print: Easy Does It for Customers

Like Gehman, Newman believes that ease-of-use is imperative for any successful W2P customer interface. Similarly, the presentation of options can either make the online shopping experience pleasant or frustrating.

"Print is a custom manufacturing process, with many options, add-ons and details that can make an order unique," Newman notes. "You must give the customer all the options they are looking for, or they won't be able to continue."