Label Material Selection & Comparison

Overview

A redesigned, responsive material comparison tool to help users confidently choose the right material for their labels or packaging. This tool replaced a difficult-to-use legacy table with an intuitive, filterable experience that reduced confusion, improved conversion, and lightened the support team’s load.

The Problem & Opportunity

Many customers, especially small business owners, were confused about material options. The old comparison experience was a dense, mobile-unfriendly data table listing every material across formats. Support teams often fielded questions or emailed customers this table—resulting in high friction, inconsistent information, and missed opportunities to guide confident purchasing.

Results & Impact

48% increase in SUS scores, indicating a more intuitive experience

42% drop in support tickets (overall) after launch

Double digit YoY revenue growth, partly driven by improved decision confidence at material selection

✅ New design is now used across PDPs, the dedicated comparison page, and “shop by” flows

Compare label material attributes to support purchase journey

We discovered a key friction point with the existing experience for purchasing labels was getting support on the appropriate material to use. This caused a large number of calls to the customer support team to get more information about materials.

Step 1: Select a product

Avery offers a variety of products that may offer a wider selection of materials and this serves as a starting point depending on the types of products the customer is shopping for.

Step 2: Choose which materials to compare

Directly select which materials to compare or narrow down by popular attribute categories like water resistant or oil resistant.

Step 3: Compare materials

Material attributes are grouped in collapsable accordions and there is quick access to show only the differences between each material. Each material also links to the appropriate product detail page with the material selected to progress through the purchase path.