Product strategy · CRO · Payments
From a checkout feature to a journey-level capability
$0.3M
incremental revenue
+15%
HP Financing adoption
200,000
additional store visits from BNPL platforms
The challenge
HP sells high-value products, and their cost creates purchase hesitation at the final stages of the journey.
Financing already existed, but only as a generic banner and a payment method at checkout, when users have already decided whether they can afford the product. Adding Buy Now, Pay Later as one more payment option wasn't enough. Affordability had to become part of the whole purchase journey.
Strategic approach
Rather than introducing BNPL as a single checkout feature, we approached it as a journey-level capability.
- Show affordability early: financing information earlier in the journey.
- Reduce hesitation: clear, transparent monthly payment estimates.
- Extend beyond checkout: recovery flows and partner ecosystems.
01
Reframed the problem with research and a benchmark.
I analysed how retailers such as Apple, Samsung, Best Buy and Walmart integrate financing, and how users actually evaluate it.
- Users judge affordability early, often on the product page.
- They often leave to check their eligibility and don't come back.
- Some start their search directly on BNPL platforms.
02
Defined a journey-level strategy.
I mapped the touchpoints from discovery to re-engagement around two questions: how might we make financing visible early, and how might we bring back users who have already prequalified?
03
Aligned Product, Tech, Experimentation and Legal around a phased plan.
In a Share → Discuss → Decide session, we agreed to ship the low-risk touchpoints first, test the uncertain ones, and keep the changes with bigger dependencies as proposals.
04
Opened a channel beyond our own website.
Research showed that for high-value purchases where brand matters less, shoppers go straight to BNPL platforms to find where they can pay in instalments. I made visibility there a priority, and Marketing delivered it with our collaboration.
Impact
BNPL contributed $0.3M in incremental revenue and increased HP Financing adoption by 15%.
The monthly price on the product page and financing at checkout shipped. The prequalified reminder and abandoned-cart email variations were tested with the Experimentation team.
Being visible in BNPL partner ecosystems drove 200,000 additional visits to HP's online store, from shoppers already motivated to buy with flexible payments.
Reflection
The biggest shift was treating financing as part of the purchase decision, not a payment detail.
Shipping the low-risk touchpoints first and testing the rest let us learn fast without changing the whole checkout. Sometimes the most valuable touchpoint isn't on your own site.
Let's talk.
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