At Sara Lee when I moved to Vice President of Innovation, we brought in NorthPage to understand what were consumers doing in that path to purchase that related to us as a supplier of brands.
We had to change what we were doing on our website. We had to populate them with content, populate them with recipes and make them more welcoming to people that were just looking for recipes, so become a helper, an enabler, not a pusher of ‘We’re launching this new sausage and it has blank-blank-blank’, the truth is, that’s not what the consumer was looking for. They were looking for meal solutions, they were looking for recipes, they were looking to make their lives easier.
What NorthPage helped us to do was actually look at the KPIs and compare it to some of our competitors’ KPIs. So when you find the root causes of what you’re not meeting in the KPIs, it’s very simple to create an activity system, and it’s up to you to manage the timetable, when you’re going to release those initiatives and if you can do that well, then you increase your KPIs just naturally.
That infrastructure, that universe that we created was started from the saying, what are consumers looking for and how many, what’s the abandonment we’re having, how much time are they staying on our website, what is the – all the clicks and clacks that we weren’t giving our consumers because the truth is, we weren’t serving them correctly and that’s how we ended up with populating, getting consumers to help us creating content, and making it a more welcoming experience.