Web-to-Print: Just One Best Practice Worth Talking About

By | September 25, 2014

What are the best practices in Web-to-print? I’ve spent the last month researching, reading case studies, listening to Webinars, and doing a lot of mulling, I have finalized my list. In “State of Web-to-Print: 2015,” I have 11 of them. But I’ve decided that only one of them really matters.

Have a strategic plan to get user buy-in.

You can have the greatest Web-to-print solution in the world, with the best features and highest level of functionality, but if it’s not being marketed, if it’s impossible to find of the company’s intranet, if there is no incentive for using it, it’s going to languish.

A recent report on Web-to-print utilization by NAPL bares the stark reality: 58% of W2P implementers reported a client utilization rate of 5% or less and 92.8% reported a rate of 20% or less. The average rate was just 11.3%, or a little better than one in nine clients.

W2P guru Jennifer Matt has talked a lot about this issue, making the point that PSPs and their clients need to see W2P as a sales and marketing solution, not an IT solution. Implementation needs to be driven from the top, as a fundamental culture change, and there need to be incentives for making it happen.

It’s true. As human beings, we tend to follow the path of least resistance. When faced with change, we’d prefer to do what we’ve always done than to learn something new. It’s just easier that way.

So my best practice for Web-to-print? Before you build it, make sure you know how you are going to get people on the buyer side to use it. Sounds simple, but it’s easier said than done. Just as the data.

(Looking to market Web-to-print? Check out my brandable white paper you can use to educate customers and prospects on the benefits and best practices.)

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