Web-to-Print: Easy Does It for Customers

That said, a user interface will never be flawless to all, and for those shoppers who get tripped up along the way, Mimeo offers both an 800 number and live chat functions to help save a potential sale. The site also includes instructional videos to aid less-than-savvy online shoppers.

Mimeo keeps an open line of communication with clients and listens to suggestions from buyers as to ways the shopping experience can be improved. "If we can satisfy the need for things that customers ask for in a way that doesn't require us changing something technically, it's a much better outcome for us—and them," Gehman says. "That takes some creativity. I would put that under the category of when your customer asks for something, just don't throw technology at it."