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.