Money-Transfer Co. Banks on Mobile, Paid Search
Consumers use their mobile devices for a variety of reasons – to look up directions, to research products, to actually call people and, in the case of Xoom, to send money from here to there.
In fact nearly 50 percent of Xoom’s business originated from mobile devices in Q2 2014. This figure is right on target with the forecast that by 2016, mobile banking will grow 300 percent – stealing the spotlight of the banking industry, according to Mitek.
For the unfamiliar, Xoom is a service that lets its users wire money to a bank account or pick up cash at different locations throughout the world. The majority of its business is U.S. workers sending money to people back home in different countries, according to Joe Raymond, vice president of product development at Xoom. Not only does Xoom need to navigate the complexities of international money transfer, but because of its strong mobile presence, it must offer a particularly smart mobile experience. The work isn’t done yet, though.
Due to its international audience there are different experiences that must be created for different countries or cultures. Xoom’s Spanish-language mobile websites and app, for example, are very well consumed. And, since users feel better using a site or app in their native language, Xoom’s Spanish-language experience offers a 24-house customer care center, the ability to track the status of money transfers and more.
Xoom’s digital initiatives don’t stop at mobile. To drive traffic to its Web properties, Xoom turns to paid search as one of its biggest investment areas. What’s interesting, according to a Kenshoo infographic, is that the average cost-per-click for top tier advertisers in the banking industry are the highest. These advertisers gain the most average monthly clicks for their investments.