Design and printing company Vistaprint thought they had done everything right in redesigning their important All Products page. The revamped offering was much more engaging and visually appealing than the earlier version, replacing a long, bland list of text with high-quality images showing the company's products. The problem was that consumers were far from smitten with the new page. Web analytics revealed that the fresh design had increased the page's exit rate by 16% and led to a 68% jump in the use of navigation links rather than links on the page. Moreover, on mobile phones the image-heavy page had a lower click-through rate than the previous text-based list. Vistaprint knew there were major UX issues with the page, but it wasn't clear exactly what the problems were. Why were consumers having such a hard time?