E-commerce: How Interactive Additions to HP.com Increased Sales, Reduced Exit Rates

As evidenced by the proliferation of shows like eTail, nearly every cataloger and brick-and-mortar retailer has its own Web site. But what does that Web site do for your brand? Is your business on the Web to sell, build the brand or just keep up with the competition?

Prior to a recent redesign of HP.com, Hewlett-Packard defined its online priorities and took steps to address them with Web 2.0 features, such as blogs, podcasts and interactive content, said Stephanie Acker-Moy, vice president of customer experience at HP.com, in a keynote session at last week’s eTail conference in Palm Desert, Calif. Below are her top three priorities followed by details of the redesign’s impact on one portion of HP.com: