Executive Summary

Dell has risen above its competition to become one of the world's largest e-commerce sites, driving in excess of $50 million in Internet-enabled business per day. In 2002, Dell named Critical Mass their Interactive Agency of Record to help elevate and enhance their already successful online efforts. In the process, we've developed a true understanding of Dell's brand and business, and have translated that understanding into countless site improvements to increase conversion, reduce operating costs and deliver a better customer experience online.

The Challenge

The current state of the computer industry is one of high PC saturation, slowing business technology spending, and price compression. To meet this challenge, Dell has expanded their product and customer reach with new products like projectors, TVs, printers, handhelds, servers, storage, software and peripherals and professional services. In support of this broader, more complex product mix, Dell needed a new site that would help reduce operating expenses and deliver a quality retail experience, driving sales and self-service on a global basis.

The Solution

Our inspiration for the site redesign came from the tagline "Easy as Dell", a brand essence reinforced with every interaction. We also looked at ways to make the user feel in control, from the choice of labeling to the use of dropdown and iconic navigation. Given that the site is the only way most users interact with Dell, we worked to add photography that gave the product center stage, and backed it up with lifestyle images that showed users enjoying using their Dell products. We also looked at the manageability of the site, and came up with a two-column modular format that allows Dell content managers to easily move items around the pages for maximum benefit. Because Dell.com consists of over 80 country sites in over 18 languages, we also developed unified brand standards with common guidelines that provide flexibility in layout, content and functionality for Dell's distributed sites around the world. Finally, we continue to help push traffic to the site through multiple high-success banner and search engine marketing campaigns.

The new Dell.com now has improved product merchandising, deeper content and richer product displays. As well, it presents visitors with content via case studies, white papers, product demonstrations and product tutorials. The improved navigation we launched helps visitors quickly get to over 70,000 products online. Finally, the site also has better search tools and capabilities which deliver faster access to product and support.

Results

The results exceeded the range of metrics and goals set by Dell. Areas like customer experience, sales, and support metrics showed improvement post relaunch. With higher success rates reported by customers, and generally higher satisfaction levels, the new site exceeded expectations. Backed by solid strategy and forward thinking, Dell.com provides an online shopping experience that customers expect from one of the world's most significant e-Commerce sites.