PuzzlesPrint had a fundamentally strong product. Customers liked it, reviews were consistently positive, and the brand had built a recognizable presence over several years — even earning an organic product placement in Better Call Saul. But the online store didn’t reflect that strength.
The Challenge
The site was slow, outdated, and difficult to navigate. It ran on WordPress with a long list of plugins layered on top of each other. Every added feature meant another plugin, and every plugin slowed the site down. Load delays were significant enough to cause immediate drop-offs, and the customer journey required unnecessary effort at every stage.
The customization process — the core interaction of the entire product — was especially inefficient. To create a puzzle, customers had to move through multiple separate screens and confirmation steps. In total, it took seven clicks just to select the puzzle you want to customize. Most people didn’t even begin the process, let alone complete it.
There was also no real retention system in place. A customer would buy once, receive the product, and never hear from the brand again. Average Order Value stayed flat, almost exactly equal to the base puzzle price, because upsells weren’t integrated and checkout didn’t encourage customers to increase their order.
The Solution
The task was straightforward: reduce friction, clarify value, increase AOV, and introduce retention — without changing the underlying product.
We moved the store to Shopify to eliminate the plugin dependency issues. This immediately improved performance and made the store easier to maintain. The entire buying flow was redesigned to require fewer decisions and fewer steps.
The customization process was reduced from seven clicks to one streamlined preview-and-confirm step using a faster customizer app.
Build on What Customers Already Love
The product pages were rewritten based on what existing customers consistently mentioned: quality, craftsmanship, and fast delivery. Instead of creating a new narrative, we simply surfaced what customers were already saying. The brand didn’t need reinvention — it needed clearer communication.
Driving Higher Value Per Order
In checkout, we added a free-shipping threshold and priced relevant add-ons to make reaching that threshold natural rather than forced. This increased the average order value without aggressive upselling.
A complete email retention system was added — abandoned cart recovery, post-purchase flows, re-order reminders, and seasonal win-backs tied to known gift-giving periods. The goal wasn’t to overwhelm customers with messages, but to provide predictable touchpoints that brought them back.
The outcome was consistent and measurable: higher conversion rates, higher average order values, more returning customers, fewer support tickets, and a straightforward buying experience that matched the quality of the product.
Fix What Matters, Keep What Works
Nothing about the product changed, but the way it was presented, purchased, and followed up on. The product stayed the same. The experience caught up. And that made all the difference.
We can vouch for the redesign — and for the puzzles themselves. If you want to see what quality craftsmanship and fast delivery actually feel like, create your own puzzle at puzzlesprint.com
If you run an online store and want results like this, get a free eCommerce audit, and we’ll show you exactly what’s holding your sales back.
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