Case Study: HP Inc. achieves 3% increase in website conversions, 7% higher revenue per visit, and 61% improvement in customer satisfaction with UserTesting

How customer feedback helped HP close the empathy gap and increase revenue

HP Inc., a global leader in PCs, printers and 3D printing, identified a navigational pain point on HP.com that was lowering conversions and customer satisfaction. Redesigning the site was complicated by a complex global organization and competing stakeholder priorities, so HP needed a way to understand real customer behavior and build consensus across business units.

Using the UserTesting platform, HP ran moderated and unmoderated studies, held a cross‑functional hackathon/workshop, performed a hybrid card sort and rapidly iterated prototypes for A/B testing. Those human insights created empathy and stakeholder alignment, and within five months the new navigation produced a 3% lift in site conversions, a 7% increase in revenue per visit and a 61% improvement in customer satisfaction.

HP

Anmeen Leong

Product Manager, Digital Experimentation