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

Methods

HP specifically wanted to showcase that it was a major competitor in the digital photography space. “We’re more known for computers and printers,” Acker-Moy noted. “Competing with other photography brands traditionally has been an uphill battle.”

In order to shift customers’ perceptions of HP, Acker-Moy’s team redesigned the digital photography section of the site to encourage activities involving HP’s photography products as much as its printing products. Acker-Moy said the original page was boring and didn’t push any specific activity. The new design added interactive Flash activity on the left side of the page that describes how to take better pictures. Highlighted on the right side of the page is a section on how to print your photos.