In Western Union, we had websites that were a little bit more advanced but we also had a digital business, so you could actually send money straight from Western Union.com. What Northpage analysis helped us identify was, for the retail business, which is the business that I managed, the current face of the Western Union site when I got there back in 2011, was not leading consumers to “How do I find my store locator, how do I find the closest Western Union location?”
And one of the critical advantages that Western Union had is, we had 58,000 locations in the U.S. alone, 510,000 all over the world, so not being able to find the store locator, not being able to solve for that yearning was like, “I need to send money now, where is it?” I think that was very clear and very simple to unite the clients.
Having the ability to convey, ‘hey guys, the current set-up is not enabling them to solve for what they want’ which is to send money physically. And what NorthPage enabled us to do was to say, “Are they failing in the mission? Are we conveying the right kind of information, can they find their store locator quickly enough and is the store locator correct, because we found a lot of bad things in it?” All of that, was uncovered very quickly, depending on the mission the consumer has, you have to provide him or her the right information in three clicks or you lose them or they’ll go to Zoom or they go to someone else, because it’s easier.
It was determining, back to stickiness, how much time they spend on the site and what was the mission they were doing and their mission was truncated because we weren’t providing the right information.
In three months, four months, the store locator was fixed, in general. It wasn’t 100% fixed, there were some things we couldn’t, were beyond our control, pins and locations for Google maps and all that. But that was put in place and the activity system was put in place to fix it, but we were able to immediately change one part of that, and that, it’s magical, because if you can find your store, there’s no more excuses. The consumer is going to at least complete the mission in store. If they want to do it on line, of course, that’s perfectly fine as well.