E-commerce: How Interactive Additions to HP.com Increased Sales, Reduced Exit Rates
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.
And although blogs and RSS also have entered into HP.com’s recent redesign, there’s been a major push toward using podcasts across customer segments, including both consumer and business customers.
Although HP primarily has used podcasts as a public relations tool rather than a selling tool, Acker-Moy said customers have turned the podcasts into an interactive medium by referring friends to podcasts, such as those that give lessons on how to take better pictures.
Acker-Moy revealed that after the addition of interactive activities on the digital photography section of HP.com, the exit rate went down 63 percent, home printing of photos increased 500 percent, sales of cameras and printers increased 85 percent, free photo software downloads increased 260 percent, and ink and paper sales increased 33 percent.