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

1. Sales: “As a manufacturer, return business and continued usage of your product is something that builds the brand and grows the business,” Acker-Moy said. HP’s new site needed to find ways to drive higher conversions, which it hoped to accomplish via its second priority.

2. Content: Acker-Moy and her staff theorized that the more often customers came back and used HP.com for pleasure, the more they’d eventually buy. The site redesign would then encourage site visitors to use HP.com’s photo editing software, printing tutorials and other activities on the site, such as Snapfish, HP’s photo sharing site. Product tips and project ideas using HP merchandise are now featured throughout the site. The theory goes “... if customers use the site, they’ll print more, use more ink, and need to buy more products from HP sooner,” Acker-Moy said.