Optimizing HP's E-commerce

I was hired at HP to lead the Global Product Detail Page (PDP) that struggled to drive conversions, and lead the team to transform it with data-driven solutions, delivering $9.9M in revenue uplift.

Improved PDP design

1. Opportunity

HP Inc.’s e-commerce PDP wasn’t delivering. Previous efforts over a year yielded minimal impact on conversion and revenue. As product manager, I saw a chance to rethink the approach, leveraging data and user insights to unlock significant growth across HP’s 50,000+ SKU catalog.

2. Goal

Boost Add-to-Cart (A2C) conversion rates and revenue by optimizing the PDP’s above-the-fold experience. We targeted key pain points—pricing clarity, offer relevance, and A2C usability—to create a seamless, high-impact user journey.

3. Research

We dove into data to uncover user needs:

  • Revenue analysis revealed one product line drove 31% of U.S. laptop sales, guiding our focus.
  • Selected two personas from HP’s 24-persona library, tied to top earners.
  • Mapped user journeys, pinpointing pricing and offers as make-or-break moments.
  • Benchmarked competitors to identify gaps and best practices.
Top revenue products
User journey map

4. Solution

We identified four focus areas—Price, Compare, Offers, A2C—and held cross-functional ideation sessions, boosting idea volume by 91%. Using the ICE model (Impact, Confidence, Effort), we prioritized high-impact solutions. Prototypes validated our approach early.

Opportunity solution tree

5. Execution

We aligned with stakeholders and validated improvements:

Pricing Clarity

Elevated pricing above the fold for instant visibility, cutting cognitive load.

Pricing improvements

Offer Curation

Streamlined offers to highlight relevant deals, boosting perceived value.

Offer improvements

A2C Streamlining

Refined CTAs and clarified pricing in the cart, speeding up decisions.

Add to Cart improvements

6. Results

Our data-driven strategy paid off:

$9.9M

Revenue uplift from pricing clarity

Early signals from ongoing A2C and offer experiments suggest even more growth ahead.

7. Learnings

This project shaped my approach:

  • Data as a compass: Revenue analysis pinpointed high-value opportunities, driving $9.9M in uplift.
  • Team synergy: Cross-functional collaboration fueled 91% more ideas, unlocking innovative solutions.
  • User-first wins: Prototyping and testing ensured we met real needs, not assumptions.

These insights guide my work in delivering impactful, scalable solutions.