Data Storytelling · Landing Page · Motion · Social
2024 Small Business Marketing Report — a survey of 2,000 people, told as one scroll.
Survey data only works if people read to the end. VistaPrint and Wix asked 1,000 US small business owners and 1,000 consumers how marketing really works for them in 2024. I designed the report's landing page, the visual system behind it and the social posts that launched it, so the findings read as a story, not a table.
Background
Two brands, one report, one audience.
VistaPrint prints for small businesses; Wix builds their websites. In 2024 they ran a joint study: 1,000 US small business owners with fewer than 50 employees and 1,000 US consumers, surveyed in March. The findings became a downloadable report and a landing page on VistaPrint's Ideas & Advice hub — the page people actually landed on from social, email and press.
Challenge
Thirty numbers that had to feel like good news.
- A lot of data. Confidence, upskilling, budgets, the digital-versus-print mix, how consumers find local shops, what Gen Z does differently. A wall of percentages loses people by the third one.
- Two brands in one frame. VistaPrint's print world and Wix's websites had to share the page without one looking like an ad for the other.
- A reader who is busy. Small business owners skim. The page had to reward a quick scroll and still send them to the full report, the blog and the products.
Thinking
Every number gets its own shape.
Instead of one chart style repeated thirteen times, each finding got the form that says what it means. The whole page runs on one small kit: three symbols — circle, starburst, asterisk — in five colours (Orange Peel, Persimmon, Vista Blue, Midnight, Black), Graphik for type, hand-written notes for the human asides, and real small business owners from VistaPrint's photo library.
| Finding | Shape on the page | What moves |
|---|---|---|
| 79% · 63% · 63% · 77% confidence | Big bubbles with owner portraits in asterisk masks | Bubbles pop in, numbers count up |
| 40% digital · 32% traditional · 28% both | Three capsules that fill like glasses | Liquid rises to each share |
| How consumers find local businesses | A bowl of stat balls — the marketing mix, literally | Balls drop in one by one |
| 46% seek out small businesses | A grid of 55 symbols | Symbols turn dark as you scroll |
| Top five reasons to shop small | A fan of photo cards | The fan opens into a row |
| 78% will invest more in 2024 | A pile of coins | Coins rain down into a heap |
Solution · Landing page
A report you scroll, not a PDF you skip.
Thirteen sections, one rhythm: headline, a short paragraph, one animated chart, one hand-written note. The co-branded bar with "Download full report" stays pinned, so the full report is one click away from any section.
Charts people want to look at
Each chart is built from the same symbols and colours, so the page reads as one report. The shapes do the explaining; the copy stays short.
Real owners, not stock smiles
The photos come from VistaPrint's shoots with real small businesses — a puppet maker, an earring brand, a Jamaican grocery. Framing them in pills and cards that nest inside each other makes one business turn into many as you scroll. Each full-width photo develops from a thin grey strip into colour, with a slow parallax inside the frame.
From design to launch
I took the page from the first layout to the live build. Design, sign-off, build, QA and motion — in that order, with the Wix team alongside.
- Design. I designed the landing and its visual system: the symbol kit, the chart for every finding, the rhythm of the thirteen sections.
- Stakeholders. I presented the design to VistaPrint's creative and marketing leads and to the Wix partners, and folded their feedback into the final version.
- Working with Wix. Wix's team built the page on their platform. I worked with them through the whole build — handoff, specs for every section, regular calls to settle what the platform could and couldn't do.
- Four rounds of QA. I reviewed each build against the design and wrote the fix lists, section by section, on desktop and mobile: tie every chart to the scroll and start it mid-screen, keep the co-branded bar with the download button sticky, make the symbols in "2024" and "Report" hold at every width.
- Motion. Then the motion: Lottie accents that play once and rest, counters that tick up from zero, and static fallbacks wherever a loop would slow the page down.
What shipped
Results
Launched loud, stayed live, came back.
No traffic or download numbers were shared with me, so there are none here. What is public: the launch got press, both partners pushed it, and the page ran for a year and a half.
Launched with press
Released ahead of National Small Business Week, with a VistaPrint press release and regional business coverage.
Where→WhereBoth partners shared it
Wix posted the findings on LinkedIn and still links to the report from its small business marketing guide.
How→How- Wix company post for National Small Business Week
- Shared by Wix's VP of Global Strategic Sales
- Linked from the Wix blog guide to small business marketing
Live for 18 months
The page stayed on VistaPrint's hub from May 2024 to autumn 2025.
Proof→ProofThe Internet Archive holds 38 captures of the page, from 2 May 2024 to 24 October 2025.Ran again for 2025
VistaPrint and Wix repeated the study the next year — the same 1,000 + 1,000 survey, a new microsite.
What→What"Flowing Forward", the 2025 Small Business Guide, in five chapters. I didn't design that edition.What I'd measure next time
- Scroll depth by section. Where readers stop, and whether the animated charts keep them longer than the plain ones.
- Download rate from the sticky bar. Versus the button at the end of the page.
- Social to page. Which carousel chapter brings the most visits.
Survey and copy by VistaPrint and Wix; photography from VistaPrint brand shoots; the page was built on Wix by their team, with design, stakeholder presentations, QA and motion by me. The live page is offline, so the motion shown here is my 2026 rebuild of the original design. No campaign data was shared, so no performance figures are shown.
Selected visuals
The report, frame by frame.
Solution · Social & blog
One carousel per chapter.
The launch plan was simple: a LinkedIn carousel for each section of the report, Instagram stories for the launch and the most surprising stats, TikTok backgrounds and a blog hero taken from the top of the landing. Same symbols, same colours, so every post looks like a page of the report.
From storyboard to motion
The Instagram carousel was drawn first as a storyboard, frame by frame: the logo builds itself, a chat tells who we asked, pins drop on the map, photos fill the grid, and coins pile up until the lockup comes back. I animated it from those frames.
Full-screen formats
Stories and TikTok used the 9:16 frame, with the message kept inside a 4:5 safe area so nothing important sat under the app's buttons. Each set is a four-tap story: the stats pop, the symbols spin, photos slide in.